The American Legacy Foundation (Legacy) launched the truth campaign in February 2000. Since that time, Legacy has sponsored a series of media tracking surveys that track the awareness of and reaction to the truth campaign. We will present reactions to the truth campaign by smoking status based data from fall of 2000 Legacy Media Tracking Survey of over 10,000 12-24 year olds. These data will illustrate how receptive youth along a continuum of smoking react to countermarketing messages, including truth and Philip Morris’ Think Don’t Smoke campaign. The questions used to gauge the reactions of youth include the extent that youth found the ads convincing, talked to their friends about the ad, said that the ads grabbed their attention and/or gave them good reasons not to smoke. We will present reactions to the two campaigns in aggregate and illustrate reactions to selected truth campaign ads.
Learning Objectives: Attendees will learn how youth at different stages of smoking respond to countermarketing messages.
Keywords: Media, Smoking
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.