Jason T. Siegel, MA and Eusebio M. Alvaro, PhD, MPH. Psychology Department, Claremont Graduate University, 2125 N Treat #2, Tucson, AZ 85716, 520-325-7962, jtsiegel@u.arizona.edu

Researchers have previously argued that campaigns such as “We Card” may do little to keep tobacco away from adolescents but do much to ease community fears of youth tobacco access. This study tests the plausibility of such a notion. Using a pre-test post-test quasi-experimental design this study collected data from two Arizona counties in October 2002 (n=826) and August of 2003 (n=906). Intervention efforts included educational materials sent to clerks and a mass-media campaign mainly focusing on store clerks’ role in the youth access equation. Results of this pilot study reveal pre-post intervention differences in the intervention community in the form of increased perceptions that the community is strongly opposed to minors being able to purchase tobacco and increased perceptions that stores need to be more responsible about how they present and sell tobacco products. No such differences were observed in the control community. Further, the campaign did not lead to any differences in the intervention community regarding whether adults should do something if they see tobacco sold to a minor, whether all adults are responsible for keeping tobacco away from youth, and whether it is wrong for minors to be using tobacco. In light of past research suggesting that a focus on store clerks does not reduce youth tobacco access, and considering the results of the current study, one may speculate whether or not tobacco companies seek to reduce youth access to tobacco with campaigns such as “We Card” or if aim is really to increase community complacency?

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