The American Legacy Foundation, which was formed by the Master Settlement Agreement between 46 states and the tobacco industry began a national anti-smoking campaign with the goal of preventing tobacco use among youths of all races/ethnicities. Prior to the launch of this campaign, two baseline surveys were conducted-the National Youth Tobacco Survey (NYTS) and the Legacy Media Tracking Survey (LMTS).
The purpose of this paper is to discuss the content and preliminary findings from these surveys as well as describe how these surveys, together with comprehensive policy and program tracking, will be used to evaluate the effectiveness of the American Legacy Foundation's public education campaign. The NYTS tracks cigarette, cigar, smokeless toabcco, bidi, kretek, and pipe use among middle and high school students. The survey also tracks intentions to smoke/quit, social norms, and exposure to pro- and anti-tobacco influences. The baseline LMTS was designed to track extensive data on exposure to anti-smoking ads as well as attitudes and beliefs towards tobacco.
Learning Objectives: To develop a comprehensive evaluation of anti-smoking campaign that includes tobacco use surveillance, policy tracking, and measurement of exposure to counterads
Keywords: Evaluation, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
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.