Eusebio M. Alvaro, PhD, MPH and Jason T. Siegel, MA. Psychology Department, Claremont Graduate University, 413 E. Alturas St., Tucson, AZ 85705, 520-882-8846, jtsiegel@u.arizona.edu

This study reports the results of an investigation designed to assess responses to a television campaign targeting baseball fans with a tobacco-free lifestyle message. During the 2003 baseball season, multiple television ads encouraging an active lifestyle and the slogan “Inhale Life” aired in Arizona. The ads took an implicit approach by avoiding an explicit focus on tobacco harms or a direct call to action. Results reveal that 41% of the sample was exposed to at least one ad with smokers and non-smokers equally exposed. Among those exposed, attitudes towards the ads were rather favorable with smokers expressing equal or significantly greater affinity for the ads than non-smokers. Moreover, nearly one-quarter of the sample reported discussing the ads with other adults or children under the age of 18. Interestingly, smokers were significantly more likely than non-smokers and ex-smokers to report such discussions and over half of the smokers reported that the ads made them think about quitting or reducing tobacco use. There were also a number of more general findings related to sports behavior. While nearly 80+% of respondents believed that smoking makes it harder to play sports and that smokers cannot be top athletes, approximately 60% agreed that smokers cannot lead an active lifestyle. Smokers were significantly less likely to agree with all three statements. Lastly, in regard to sports viewing patterns, most respondents watched sports with other people and watched at home. The results and their utility in forging a link between tobacco and physical activity will be discussed.

Learning Objectives:

• At the end of the session, participants will be able to report on the impact of the campaign and to discuss the relative merits of imbedding tobacco-free messages in sports programming.

Keywords: Tobacco Control, Media

Presenting author's disclosure statement:
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.