Barbara Pizacani, PhD, MPH¹, Kristen L. Rohde, MA², Julia Dilley, MPH³, Susan Richardson, MS³, Michael J. Boysun, MPH⁴, and Mike J. Stark, PhD⁵. (1) Program Design and Evaluation Services, Multnomah County Health Department and Oregon Department of Human Services, 800 NE Oregon St, Portland, OR 97232, 503-731-4291 ext 527, barbara.a.pizacani@state.or.us, (2) Tobacco Prevention and Education Program, Oregon Department Human Services, 800 NE Oregon St., Portland, OR 97232, (3) Tobacco Prevention and Control Program, Washington State Dept. of Health, 7211 Clearwater Lane, Building 10, Tumwater, WA 98501, (4) Community Wellness and Prevention, Washington State Department of Health, 7211 Cleanwater Lane Building # 10, Tumwater, WA 98501, (5) Program Design and Evaluation Services, Multnomah County Health Dept, 800 NE Oregon St, Suite 550, Portland, OR 97232

Introduction: The Washington State 2003 anti-tobacco youth campaign included two television ads emphasizing the detrimental effects of smoking. One ad (Makeup Girl) emphasized acceleration of aging, and the other (Boy Exposed) emphasized unfavorable health effects. We conducted a media tracking survey to assess whether the campaign reached all racial/ethnic, age, and gender groups equally, and whether reactions across groups varied. Methods: A random digit dialed telephone survey of 3655 households with 10-17 year old children in Washington State was conducted. A structured questionnaire was administered to the child. Results: Overall, 69% of youth remembered the TV ad “Makeup girl”. African-Americans were more likely to recall the ad compared to non-Hispanic Whites (OR=1.8, 95% CI=1.1-2.7), and younger teens more likely than older teens to recall the ad (OR=1.2, 95% CI=1.1-2.4). African-American teens, younger teens, and girls were also significantly more likely to say that the ad “grabbed their attention”, “gave them good reasons not to smoke”, and that they talked to their friends about the ad, compared to non-Hispanic Whites, older teens and boys, respectively. About 48% of youth recalled the TV ad “Boy Exposed”. A similar pattern was seen: African-Americans, girls, and younger teens reacted most favorably. Conclusions: A campaign targeted to younger teens succeeded in reaching those youth. Formative work is needed to more successfully target boys. African-American youth were favorably impressed by the ads, but whether this is linked to socio-cultural factors or is a function of media exposure is unclear. Future tracking surveys should collect information to address these issues.

Learning Objectives:

• At the end of this session, the participant will be able to describe differences in recall and reactions among the youth population to a recent statewide anti-tobacco media campaign.

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.