Recent anti-smoking efforts are attempting to use the same vehicles to reach youth as those vehicles that glamorize smoking. Literature has demonstrated that an appropriate anti-smoking message presented just prior to a movie has the impact of effectively countering pro-tobacco feelings teenagers may develop as a result of watching the movie. The UCLA School of Public Health, Technical Assistance Group was subcontracted by the American Lung Association, Sacramento Emigrant Trails (ALASET) to evaluate their Seeking Tobacco Alternatives with Realistic Solutions' (STARS) in-theater media literacy project. The STARS program developed an in-theater slide, which should provide an element of inoculation against tobacco use in the movies that young people perceive as glamorous. An objective of this project was to place the slide in theaters throughout California in May and June 2000 to coordinate with the World Health Organization's World No Tobacco Day. This presentation reports the findings of the impact evaluation of the placement of the anti-smoking slide in movie theatres in California. The research question investigated was whether this anti-smoking slide presented before a film containing smoking reduces positive attitudes towards smoking among teens. The study used repeated cross-sectional design and was implemented in two areas, Sacramento & the Southland (LA), in two theatres each, one running the slide and one not. All theatres were showing the same PG-13 blockbuster that contains smoking. The subjects, aged 14-17 years, completed a one page self-administered questionnaire that contained items on attitudes about smoking and background information about the respondent.
Learning Objectives: Recognize the influence of Hollywood in the glamourization of smoking. Identify the steps involved in the creation of an Anti-smoking campaign aimed at teens. Design an evaluation to study the impact of an anti-smoking, in-theatre slide
Keywords: Media Literacy, Youth Access
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: UCLA School of Public Health, Technical Assistance Group
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.