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Increasing youths' exposure to a tobacco prevention media campaign in rural and low-population-density communities
- Source :
- The American Journal of Public Health. Dec, 2009, Vol. 99 Issue 12, p2210, 7 p.
- Publication Year :
- 2009
-
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)
Details
- Language :
- English
- ISSN :
- 00900036
- Volume :
- 99
- Issue :
- 12
- Database :
- Gale General OneFile
- Journal :
- The American Journal of Public Health
- Publication Type :
- Academic Journal
- Accession number :
- edsgcl.213952236