Legacy's Media Tracking Survey provides data about levels of youth exposure to the truth campaign, and reactions to the ads themselves. In addition, it tracks exposure and reactions to the Philip Morris "Think Don't Smoke" Campaign. This data enables Legacy to compare ads from the two campaigns on a number of variables: how convincing people found the ad, whether the ad grabbed their attention, whether the ad gave good reasons not to smoke and whether youth talked with friends about the ad. Because the truth campaign is still fairly new, we do not yet expect the data to reflect changes in smoking behavior as a result of the campaign. However, we anticipate that ads that are attention getting, convincing and worth talking about with friends are more likely to result in eventual behavior change. See amreicanlegacy.org
Learning Objectives: This session will compare the effectiveness of the American Legacy Foundation Truth Campaign with the "Think Don't Smoke" campaign of Philip Morris.
Keywords: Tobacco, Youth
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: the American Legacy Foundation
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.