Recorded presentation

Simani Price, PhD¹, Steve Blahut, MA¹, Miranda Spitznagle, MPH², Karla Sneegas, MPH², Casey Coneway, MPP¹, Clarese Lemberger, PhD¹, and Alec Ulasevich, PhD¹. (1) Health Program, American Institutes for Research, 10720 Columbia Pike, Suite 500, Silver Spring, MD 20901, 301-592-2206, simani@alexandriainternet.com, (2) Indiana Tobacco Prevention and Cessation, 150 West Market Street, Suite 406, Indianapolis, IN 46204

Indiana has one of the most pervasive tobacco problems in the country, with the 5th highest adult smoking rate. To reduce and prevent the use of tobacco products, Indiana implemented a comprehensive tobacco control plan. A key component of the plan is the counter-marketing media campaign, which aims at educating the public about the dangers of tobacco use, secondhand smoke, and tobacco industry marketing practices. The campaign’s focus on changing tobacco-related knowledge, attitudes and beliefs is based on research indicating that attitudes and beliefs influence behavior.

Since the implementation of the statewide media campaign, two follow-up telephone surveys have been conducted to track the campaign’s success in changing tobacco-related knowledge, attitudes and beliefs. Results from these surveys indicate that anti-tobacco related knowledge and attitudes has increased significantly since the campaign began. Several findings indicate that the changes observed in knowledge and attitudes are directly a result of awareness of the media campaign. Respondents who could confirm awareness of an advertisement were 51% more likely to have a greater understanding of the dangers of tobacco use, 45% were more likely to feel social empowered to participate in community activities against tobacco use, and 35% were more likely to perceive tobacco use as a serious problem for both youth and adult compared to those with no confirmed awareness of the ads. These findings demonstrate the progress Indiana’s media campaign is having in shifting attitudes of Hoosier adults on tobacco.

Learning Objectives:

• 1. Understand components of the counter-marketing media campaign
• 2. Identify measures for evaluating the effectiveness of media campaign
• 3. Describe the impact of Indiana’s statewide media campaign on adults

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