The 130th Annual Meeting of APHA

Abstract #47342

Michael Burgoon, PhD¹, Eusebio Alvaro, PhD², Jason T Siegel, MA², and Joseph Grandpre, PhD¹. (1) Health Communication Research Office, Arizona Cancer Center, 1522 E Drachman Street, Tucson, AZ 85721-0475, (2) Health Communication Research Office, University of Arizona, 1522 E Drachman Street, Tucson, AZ 85721-0475, 520-626-8391, MBurgoon@u.arizona.edu

This paper presents the results of quarterly tracking surveys conducted from 1998-2001 as one component of Arizona?s anti-tobacco media campaign evaluation activities. Cross-sectional surveys were conducted via computer assisted telephone interviewing technology and utilized randomly selected samples of Arizonans from the state?s major media markets. Overall trends are addressed as well as more recent changes observed during times of much reduced campaign activity. In general, the trend data indicate that many of the most positive outcomes among both youth and adults, were observed when campaign activity reflected a focus on second-hand smoke. Results also indicate that gains seen in earlier years of extensive campaign activity have dissipated in a number of key domains?despite the profusion of national anti-tobacco efforts from a number of sources. The data indicate that, in the last survey: exposure to anti-tobacco TV ads significantly decreased for both youth and adults, adult and youth discussion about anti-tobacco TV ads is at an all-time low, adult awareness of cessation resources decreased, youth were less likely to ask adults not to smoke, and youth evaluated anti-tobacco ads more negatively. The implications of the results for the design and implementation of statewide anti-tobacco media efforts, as well as implications for reductions in media campaign activity, are discussed.

Learning Objectives:

By the end of this presentation, participants will be able to
• identify media campaign themes associated with positive tobacco-related outcomes in Arizona, and
• discuss the implications of reduced media campaign activity in relation to tobacco prevention and cessation.

Keywords: Tobacco, Media Campaigns

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.