Table.
Unaided awarenessa of “The Real Cost” campaign,b by demographic and cigarette smoking–related characteristics (weighted), United States, 2017c
| Characteristics | Totald
(Unweighted n = 17 269) |
Susceptible Nonsmokere
(Unweighted n = 3872) |
Experimentere
(Unweighted n = 2517) |
Current or Former Smokerf
(Unweighted n = 359) |
Nonsusceptible Nonsmokerf
(Unweighted n = 10 108) |
|||||
|---|---|---|---|---|---|---|---|---|---|---|
| % | χ2 (P Value)g | % | χ2 (P Value)g | % | χ2 (P Value)g | % | χ2 (P Value)g | % | χ2 (P Value)g | |
| Total awareness | 58.5 | — | 62.0 | — | 64.5 | — | 63.0 | — | 56.0 | — |
| Sex | ||||||||||
| Male | 58.2 | 7.3 (.001) | 62.7 | 2.3 (.10) | 65.4 | 1.2 (.31) | 62.1 | 1.7 (.19) | 55.0 | 5.6 (.01) |
| Female | 58.7 | 61.2 | 63.5 | 63.3 | 57.0 | |||||
| Age, y | ||||||||||
| 9-11 | 50.5 | 6.8 (<.001) | 54.7 | 3.0 (.02) | 64.9 | 2.0 (.11) | 51.6 | 2.1 (.09) | 48.9 | 3.1 (.03) |
| 12-17 | 59.1 | 62.6 | 65.2 | 66.8 | 56.6 | |||||
| 18-19 | 58.1 | 58.2 | 61.7 | 53.9 | 57.3 | |||||
| School type | ||||||||||
| Middle school | 54.6 | 18.0 (<.001) | 58.9 | 9.7 (<.001) | 70.3 | 7.4 (.001) | 75.3 | 0.8 (.45) | 51.7 | 16.8 (<.001) |
| High school | 61.5 | 64.6 | 63.0 | 61.8 | 60.3 | |||||
| Race/ethnicity | ||||||||||
| Non-Hispanic white | 61.7 | 7.1 (<.001) | 66.3 | 5.2 (<.001) | 66.9 | 3.0 (.01) | 60.0 | 1.2 (.32) | 58.9 | —j |
| Non-Hispanic black | 52.4 | 57.6 | 57.8 | 44.4 | —i | |||||
| Hispanic | 55.7 | 57.4 | 61.5 | 68.2 | 53.7 | |||||
| Non-Hispanic otherh | 59.3 | 62.1 | 68.6 | 68.5 | 56.6 | |||||
| Harm perceptions of occasional cigarette usek | ||||||||||
| No or little harm | 46.4 | 18.6 (<.001) | 49.6 | 6.0 (<.001) | 57.9 | 1.9 (.11) | 55.2 | 2.0 (.11) | 34.5 | 17.8 (<.001) |
| Some harm | 60.8 | 62.6 | 67.3 | 64.3 | 57.3 | |||||
| A lot of harm | 59.1 | 64.5 | 64.4 | 66.5 | 57.0 | |||||
| All tobacco products are dangerous | ||||||||||
| Agree | 59.7 | 20.5 (<.001) | 63.4 | 8.0 (.001) | 66.2 | 3.2 (.05) | 62.4 | 1.1 (.34) | 57.3 | 22.3 (<.001) |
| Disagree | 50.2 | 54.8 | 59.0 | 63.1 | 40.9 | |||||
| Pro-tobacco marketing exposure | 63.1 | 189.8 (<.001) | 64.6 | 14.5 (<.001) | 67.8 | 17.2 (<.001) | 67.1 | 3.3 (.049) | 61.5 | 147.8 (<.001) |
| Past-week secondhand smoke exposure at home or in vehicles | 65.8 | 20.8 (<.001) | 66.3 | 2.3 (.10) | 68.1 | 3.8 (.02) | 66.3 | 3.1 (.05) | 64.6 | 15.7 (<.001) |
| Lives with tobacco user | 62.9 | 17.8 (<.001) | 63.5 | 1.9 (.16) | 67.3 | 5.6 (.01) | 66.9 | 1.4 (.26) | 60.5 | 9.7 (<.001) |
a Unaided awareness assesses awareness without a visual aid to remind the respondent of the campaign/advertisement; answer choices were “yes,” “no,” and “not sure” and categorized respondents who answered “yes” as aware.
b “The Real Cost” campaign is the US Food and Drug Administration’s first tobacco prevention campaign aimed toward young persons.18 It is designed to prevent cigarette initiation among children and adolescents aged 12-17 years in the United States and to discourage progression to established smoking among experimenters (ie, those who have smoked <100 cigarettes).
c Data source: 2017 National Youth Tobacco Survey.24
d Total is larger than the sum of the smoker groups because some respondents had missing data.
e Target cigarette smoker groups in “The Real Cost” campaign. Susceptible nonsmokers included never cigarette users who answered something besides “definitely not” to at least 1 of 3 susceptibility items. Susceptibility items included: (1) “Do you think that you will try a cigarette soon?” (2) “Do you think you will smoke a cigarette in the next year?” (3) “If one of your best friends were to offer you a cigarette, would you smoke it?” Answer choices included “definitely yes,” “probably yes,” “probably not,” and “definitely not.” Experimenters included ever cigarette smokers who had smoked <100 cigarettes in their lifetime.
f Nontarget cigarette smoker groups in “The Real Cost” campaign. Current or former smokers included those who had smoked ≥100 cigarettes in their lifetime. Nonsusceptible nonsmokers included never smokers who answered “definitely not” to all 3 susceptibility items.
gP values were obtained by using the Pearson χ2 test of independence, with P < .05 considered significant.
h Includes respondents who identified as non-Hispanic Asian, non-Hispanic American Indian/Alaska Native, non-Hispanic Native Hawaiian or other Pacific Islander, or who selected multiple races.
i Estimates with a relative standard error >0.30 were suppressed.
jχ2 test statistic and P value were not reported because they may be unreliable due to suppressed value of one of the estimates.
k“How much do you think people harm themselves when they smoke cigarettes some days but not every day? No harm; little harm; some harm; a lot of harm.”