1. Increasing youths' exposure to a tobacco prevention media campaign in rural and low-population-density communities
- Author
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Duke, Jennifer C., Vallone, Donna M., Allen, Jane A., Cullen, Jennifer, Mowery, Paul D., Xiao, Haijun, Dorrler, Nicole, Asche, Eric T., and Healton, Cheryl
- Subjects
Smoking and youth -- Risk factors ,Smoking and youth -- Prevention ,Antismoking movement -- Usage ,Government ,Health care industry - 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. (Am J Public Health. 2009;99: 2210-2216. doi: 10.2105/AJPH.2008.155127)
- Published
- 2009