qq - FORUM ON YOUTH SMOKING Getting to the Truth:...

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June 2002, Vol 92, No. 6 | American Journal of Public Health Farrelly et al. | Peer Reviewed | Forum on Youth Smoking | 901 FORUM ON YOUTH SMOKING Objectives. This study examines how the American Legacy Foundation’s “truth” cam- paign and Philip Morris’s “Think. Don’t Smoke” campaign have influenced youths’ atti- tudes, beliefs, and intentions toward tobacco. Methods. We analyzed 2 telephone surveys of 12- to 17-year-olds with multivariate logistic regressions: a baseline survey conducted before the launch of “truth” and a sec- ond survey 10 months into the “truth” campaign. Results. Exposure to “truth” countermarketing advertisements was consistently as- sociated with an increase in anti-tobacco attitudes and beliefs, whereas exposure to Philip Morris advertisements generally was not. In addition, those exposed to Philip Morris ad- vertisements were more likely to be open to the idea of smoking. Conclusions. Whereas exposure to the “truth” campaign positively changed youths’ attitudes toward tobacco, the Philip Morris campaign had a counterproductive influ- ence. ( Am J Public Health. 2002;92:901–907) casting loudly via megaphones that these rep- resent the 1200 people killed daily by tobacco. Empirical evidence for the potential bene- fits of the national “truth” campaign’s ap- proach comes from the dramatic decline in youth tobacco use associated with the Flor- ida 5,6 and Massachusetts 7 campaigns, as well as from other studies that have found cam- paigns focusing on tobacco industry practices to be effective. 8–10 Legacy’s model is that “truth” will change youths’ attitudes toward smoking, and that this in turn will change their smoking behav- ior, prevent them from initiating smoking, or both. 11 Thus, attitude shifts are an intermedi- ate outcome on the path to changing smoking behavior. A telephone survey of youths in Florida and nationwide demonstrated that at- titudes toward tobacco changed dramatically among Florida youths compared with youths in the rest of the United States after the first year (1998) of Florida’s “truth” campaign, compared with a national sample of youths whose attitudes remained relatively con- stant. 12 The accompanying change in smoking prevalence was at first statistically nonsignifi- cant, but results from the Florida Youth To- bacco Survey showed drops in smoking among middle-school and high-school stu- dents of 18% and 8%, respectively, after year 1 and of 40% and 18% after year 2. 5 Getting to the Truth: Evaluating National Tobacco Countermarketing Campaigns | Matthew C. Farrelly, PhD, Cheryl G. Healton, DrPH, Kevin C. Davis, MA, Peter Messeri, PhD, James C. Hersey, PhD, and M. Lyndon Haviland, DrPH Some assert that a portion of this decline can be attributed to the November 1998 $0.45-per-pack price increase. 13
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qq - FORUM ON YOUTH SMOKING Getting to the Truth:...

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