Recorded presentation

James C. Hersey, PhD¹, Michael Renner, JD², Beth Schieber, BS², Sarah E. Ray, MA¹, Shu Wen Ng, BS¹, Matthew Farrelly, PhD¹, Icilda Stevens-Dickerson, MSA², Kenneth Slenkovich, MA², and Surendra Adhikari, PhD². (1) Research Triangle Institute, 1615 M St. (Suite 740), Washington, DC 20036, 202/728-2486, Hersey@RTI.org, (2) Ohio Tobbaco Use Prevention and Control Foundation, 300 E Broad St., Suite 310, Columbus, OH 43215

Background: In a time of budget pressure, it is increasingly important to demonstrate the effects of comprehensive state tobacco media campaigns in the context of national tobacco control efforts. Methods: This presentation investigated early evidence of the effects of a major statewide media campaign, with a major state prevention campaign. The study compared a series of surveys of 1,600, 1000, and 1,600 youth between 2003 and 2004. The study explores evidence of the impact of the stand effort on tobacco-related attitudes, intentions and beliefs. Results: Findings indicate significant changes in attitudes and beliefs associated with tobacco use. The greatest changes were associated with attitudes about the tobacco industry. There were also significant changes in terms of glamorization of cigarette use, and recognition of the effects of secondhand smoke. Analysis indicated that the mechanism for this change may have been that anti-tobacco beliefs became more salient as a result of exposure to campaign messages. Youth who recalled exposure to the stand campaign were twice as likely as other youth to strongly agree that “Cigarette companies try to get young people to start smoking.” The study also reports evidence for reductions in admitted tobacco use by young people over time. The study describes the characteristics of subgroups of youth who were most strongly influenced by the media campaign. The stand effort appears to be youth who are high in sensation seeking. Implications: The study provides evidence for the value of state anti-tobacco media campaigns in preventing tobacco use.

Learning Objectives:

• The audience will be able to communicate information about the effects of state anti-tobacco media campaigns and to apply this knowledge in planning comprehensive tobacco control efforts to prevent youth tobacco use.

Keywords: Social Marketing, Youth

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.

Recorded presentation