Abstract
OBJECTIVES: The purpose of this study was to assess the short-term effects of television advertisements from the Florida "truth" campaign on rates of smoking initiation. METHODS: A follow-up survey of young people aged 12 to 17 years (n = 1820) interviewed during the first 6 months of the advertising campaign was conducted. Logistic regression analyses were used to estimate the independent effects of the campaign on smoking initiation while other factors were controlled for. RESULTS: Youths scoring at intermediate and high levels on a media effect index were less likely to initiate smoking than youths who could not confirm awareness of television advertisements. Adjusted odds ratios between the media index and measures of initiation were similar within categories of age, sex, susceptibility, and whether a parent smoked. CONCLUSIONS: Exposure to the "truth" media campaign lowered the risk of youth smoking initiation. However, the analysis did not demonstrate that all such media programs will be effective.
Full Text
The Full Text of this article is available as a PDF (85.2 KB).
Selected References
These references are in PubMed. This may not be the complete list of references from this article.
- Bauer U. E., Johnson T. M., Hopkins R. S., Brooks R. G. Changes in youth cigarette use and intentions following implementation of a tobacco control program: findings from the Florida Youth Tobacco Survey, 1998-2000. JAMA. 2000 Aug 9;284(6):723–728. doi: 10.1001/jama.284.6.723. [DOI] [PubMed] [Google Scholar]
- Bauman K. E., LaPrelle J., Brown J. D., Koch G. G., Padgett C. A. The influence of three mass media campaigns on variables related to adolescent cigarette smoking: results of a field experiment. Am J Public Health. 1991 May;81(5):597–604. doi: 10.2105/ajph.81.5.597. [DOI] [PMC free article] [PubMed] [Google Scholar]
- Goldman L. K., Glantz S. A. Evaluation of antismoking advertising campaigns. JAMA. 1998 Mar 11;279(10):772–777. doi: 10.1001/jama.279.10.772. [DOI] [PubMed] [Google Scholar]
- McKenna J. W., Williams K. N. Crafting effective tobacco counteradvertisements: lessons from a failed campaign directed at teenagers. Public Health Rep. 1993;108 (Suppl 1):85–89. [PMC free article] [PubMed] [Google Scholar]
- McKenna J., Gutierrez K., McCall K. Strategies for an effective youth counter-marketing program: recommendations from commercial marketing experts. J Public Health Manag Pract. 2000 May;6(3):7–13. doi: 10.1097/00124784-200006030-00004. [DOI] [PubMed] [Google Scholar]
- Murray D. M., Pirie P., Leupker R. V., Pallonen U. Five- and six-year follow-up results from four seventh-grade smoking prevention strategies. J Behav Med. 1989 Apr;12(2):207–218. doi: 10.1007/BF00846551. [DOI] [PubMed] [Google Scholar]
- Popham W. J., Potter L. D., Hetrick M. A., Muthén L. K., Duerr J. M., Johnson M. D. Effectiveness of the California 1990-1991 tobacco education media campaign. Am J Prev Med. 1994 Nov-Dec;10(6):319–326. [PubMed] [Google Scholar]
- Siegel M., Biener L. The impact of an antismoking media campaign on progression to established smoking: results of a longitudinal youth study. Am J Public Health. 2000 Mar;90(3):380–386. doi: 10.2105/ajph.90.3.380. [DOI] [PMC free article] [PubMed] [Google Scholar]
- Sly D. F., Heald G., Hopkins R. S., Moore T. W., McCloskey M., Ray S. The industry manipulation attitudes of smokers and nonsmokers. J Public Health Manag Pract. 2000 May;6(3):49–56. doi: 10.1097/00124784-200006030-00009. [DOI] [PubMed] [Google Scholar]
- Zucker D., Hopkins R. S., Sly D. F., Urich J., Kershaw J. M., Solari S. Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign. J Public Health Manag Pract. 2000 May;6(3):1–6. doi: 10.1097/00124784-200006030-00003. [DOI] [PubMed] [Google Scholar]