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Am J Public Health. 2009 Dec;99(12):2210-6. doi: 10.2105/AJPH.2008.155127. Epub 2009 Oct 15.

Increasing youths' exposure to a tobacco prevention media campaign in rural and low-population-density communities.

Author information

1
American Legacy Foundation, Washington, DC, USA. jduke@rti.org

Abstract

OBJECTIVES:

We examined the effectiveness of a program to increase exposure to national "truth" tobacco countermarketing messages among youths in rural and low-population-density communities.

METHODS:

A longitudinal survey of 2618 youths aged 12 to 17 years was conducted over 5 months in 8 media markets receiving supplemental advertising and 8 comparison markets receiving less than the national average of "truth" messages.

RESULTS:

Confirmed awareness of "truth" increased from 40% to 71% among youths in treatment markets while remaining stable in comparison markets. Over 35% of all youths who were unaware of the campaign at baseline became aware of it as a direct result of the increased advertising. Youths living in rural and low-population-density communities were receptive to the campaign's messages.

CONCLUSIONS:

Through purchase of airtime in local broadcast media, the reach of a national tobacco countermarketing campaign was expanded among youths living in rural and low-population-density areas. This strategy of augmenting delivery of nationally broadcast antitobacco ads can serve as a model for leveraging limited tobacco control resources to increase the impact of evidence-based tobacco prevention campaigns.

PMID:
19833994
PMCID:
PMC2775777
DOI:
10.2105/AJPH.2008.155127
[Indexed for MEDLINE]
Free PMC Article
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