The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #70990

James C. Hersey, PhD, Jeff Niederdeppe, MA, and Jared Yarsevich, MSc. Health and Social Policy Division, Research Triangle Institute, 1615 M St. NW, Suite 740, Washington, DC 20036-3209, 202-728-2486, hersey@rti.org

This presentation investigated synergies between the American Legacy Foundation's (Legacy’s) truthsm campaign and complimentary state tobacco countermarketing campaigns. Recent evidence demonstrates that the truthsm campaign has been successful in changing tobacco-related attitudes, intentions and behavior among teens nationwide. In addition, many states (e.g., California, Florida, Massachusetts, Minnesota and Mississippi) have implemented well-funded, statewide campaigns to compliment national efforts using funds from cigarette excise taxes and the Master Settlement Agreement. Research suggests that mass media campaigns are most effective when they achieve substantial and frequent exposure. Countermarketing messages from both state and national campaigns are likely to produce higher levels of exposure and increase the likelihood of success in reducing teen smoking.

Using a series of four national telephone surveys involving more than 20,000 teens, we explore the independent and joint impact of national truthsm and state campaigns on tobacco-related attitudes, intentions and beliefs. Evidence demonstrates that the truthsm campaign has been effective in reducing smoking prevalence. In addition, findings suggest that the truthsm campaign is even more effective in the context of complimentary state countermarketing efforts. Results also suggest that both general market approaches (e.g., California and Massachusetts) and youth-targeted campaigns (e.g., Florida, Minnesota, and Mississippi) are associated with greater reductions in smoking prevalence. Participants will learn how state and national countermarketing campaigns are vital components for preventing tobacco use among teens.

Learning Objectives:

• Understandthe joint impact of the national truth campaign and state anti-tobacco campaigns.
• Learn effective approaches to prevention of youth tobacco use through mass media

Keywords: Tobacco, Medical Care

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: American Legacy Foundation
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Research Triangle Institute is Legacy's Research and Evaluation Coordinating Center