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

Author

Listed:
  • Duke, J.C.
  • Vallone, D.M.
  • Allen, J.A.
  • Cullen, J.
  • Mowery, P.D.
  • Xiao, H.
  • Dorrler, N.
  • Asche, E.T.
  • Healton, C.

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.

Suggested Citation

  • Duke, J.C. & Vallone, D.M. & Allen, J.A. & Cullen, J. & Mowery, P.D. & Xiao, H. & Dorrler, N. & Asche, E.T. & Healton, C., 2009. "Increasing youths' exposure to a tobacco prevention media campaign in rural and low-population-density communities," American Journal of Public Health, American Public Health Association, vol. 99(12), pages 2210-2216.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2008.155127_3
    DOI: 10.2105/AJPH.2008.155127
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    Cited by:

    1. Khandeparkar, Kapil & Motiani, Manoj & Sharma, Amalesh, 2021. "Thank you for not smoking – A multi-method investigation to understand the effect of anti-smoking warnings in television programs," Journal of Business Research, Elsevier, vol. 128(C), pages 462-472.

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