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Jeffrey Niederdeppe, MA, Annenberg School for Communication, University of Pennsylvania, 3620 Walnut Street, Philadelphia, PA 19146, 215-985-1435, jniederdeppe@asc.upenn.edu, Matthew Farrelly, PhD, Research Triangle Institute, 3040 Cornwallis Drive, Research Triangle Park, NC 27709, Dana L Wenter, MPH, Center for Research in Education, Research Triangle Institute, 3040 Cornwallis Road, Research Triangle Park, NC 27709-2194, and Kristin Y. Thomas, BS, Health, Social, and Economics Research, RTI International, 3040 Cornwallis Rd., P.O. Box 12194, Research Triangle Park, NC 027709-2194.
Studies indicate that the Florida Tobacco Control Program (FTCP) reduced youth smoking rates substantially between April 1998 and May 2002. This study examines the amount of FTCP newspaper coverage in Florida newspapers and assesses the extent to which FTCP newspaper coverage contributed to reductions in smoking behavior among teens. Content analyses demonstrate that the FTCP generated substantial coverage throughout the program, and a significant portion of this coverage (59.3%) focused on activities and programs by the statewide youth empowerment group, “Students Working Against Tobacco (SWAT)”. Multivariate logistic regression models, controlling for the direct influence of secular trends, media campaigns, school and community program components and demographic characteristics, provide evidence that FTCP newspaper coverage, particularly coverage of SWAT, was responsible for a portion of the observed declines in teen smoking and cigarette consumption. Model results predict that doubling cumulative SWAT news coverage would promote a 4% decrease among middle-school students (p < 0.05), a 5% decrease in current smoking among high-school students (p = 0.001), and a 23% decrease in cigarette consumption among middle-school students (p < 0.001). In addition, logistic regression models indicate that SWAT-specific news coverage increased the likelihood of counties enacting tobacco control policy (in the form of tobacco product placement ordinances), which in turn reduced current smoking and cigarette consumption. These findings highlight the importance of public relations and media advocacy as part of public health communication programs and suggest that community antismoking groups contribute to reductions in smoking rates in part by generating substantial news coverage.
Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to
Keywords: Media Campaigns, Media Advocacy
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.