Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #121837

Joseph J. Martyak, BA, American Legacy Foundation, 2030 M Street NW, Washington, DC 20036, 202-454-5578, jmartyak@americanlegacy.org

For five years the truth® Campaign has been at the forefront of innovative social marketing efforts targeting teens. In the first two years of the campaign, truth accounted for almost a quarter of the decline in youth smoking rates (American Journal of Public Health, March ‘05). The core target of the campaign is open-to-smoking sensation-seeking youth ages 12-17. This is not only a very elusive target to reach but teens, in general, are the most expensive media target. In this presentation, lessons will be shared on the vital importance of ensuring teens perceive health messages as relevant and authentic to their culture and the consequences of ‘missing the mark.'

Learning Objectives:

• Participants in the session will gain a firmer understanding of the difficulties in targeting teens. In addition, areas of greatest danger will be identified so participants reaching out to this audience can hopefully avoid them.

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.