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Getting to the truth: Evaluating national tobacco countermarketing campaigns

Author

Listed:
  • Farrelly, M.C.
  • Healton, C.G.
  • Davis, K.C.
  • Messeri, P.
  • Hersey, J.C.
  • Haviland, M.L.

Abstract

Objectives. This study examines how the American Legacy Foundation's "truth" campaign and Philip Morris's "Think. Don't Smoke" campaign have influenced youths' attitudes, 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 second survey 10 months into the "truth" campaign. Results. Exposure to "truth" countermarketing advertisements was consistently associated 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 advertisements 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 influence.

Suggested Citation

  • Farrelly, M.C. & Healton, C.G. & Davis, K.C. & Messeri, P. & Hersey, J.C. & Haviland, M.L., 2002. "Getting to the truth: Evaluating national tobacco countermarketing campaigns," American Journal of Public Health, American Public Health Association, vol. 92(6), pages 901-907.
    • Handle: RePEc:aph:ajpbhl:2002:92:6:901-907_5
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    Cited by:

    1. Elizabeth C. Hair & David R. Holtgrave & Alexa R. Romberg & Morgane Bennett & Jessica M. Rath & Megan C. Diaz & Donna M. Vallone, 2019. "Cost-Effectiveness of Using Mass Media to Prevent Tobacco Use among Youth and Young Adults: The FinishIt Campaign," IJERPH, MDPI, vol. 16(22), pages 1-9, November.
    2. Dixon, Helen G. & Scully, Maree L. & Wakefield, Melanie A. & White, Victoria M. & Crawford, David A., 2007. "The effects of television advertisements for junk food versus nutritious food on children's food attitudes and preferences," Social Science & Medicine, Elsevier, vol. 65(7), pages 1311-1323, October.
    3. Chau Quy Ngo & Ryan G. Chiu & Hanh Thi Chu & Giap Van Vu & Quang Nhat Nguyen & Long Hoang Nguyen & Tung Thanh Tran & Cuong Tat Nguyen & Bach Xuan Tran & Carl A. Latkin & Cyrus S.H. Ho & Roger C.M. Ho, 2018. "Correlated Factors with Quitting Attempts Among Male Smokers in Vietnam: A QUITLINE-Based Survey," IJERPH, MDPI, vol. 16(1), pages 1-10, December.
    4. Gloria Thomasia Dossou & Morgane Guillou-Landreat & Loic Lemain & Sophie Lacoste-Badie & Nathan Critchlow & Karine Gallopel-Morvan, 2023. "How Do Young Adult Drinkers React to Varied Alcohol Warning Formats and Contents? An Exploratory Study in France," IJERPH, MDPI, vol. 20(15), pages 1-19, August.
    5. Hiromu Nishiuchi & Masataka Taguri & Yoshiki Ishikawa, 2016. "Using a Marginal Structural Model to Design a Theory-Based Mass Media Campaign," PLOS ONE, Public Library of Science, vol. 11(7), pages 1-12, July.
    6. Amira Osman & Sarah D. Kowitt & Paschal Sheeran & Kristen L. Jarman & Leah M. Ranney & Adam O. Goldstein, 2018. "Information to Improve Public Perceptions of the Food and Drug Administration (FDA’s) Tobacco Regulatory Role," IJERPH, MDPI, vol. 15(4), pages 1-13, April.
    7. Balasubramanya, Soumya & Pfaff, Alexander & Bennear, Lori & Tarozzi, Alessandro & Ahmed, Kazi Matin & Schoenfeld, Amy & van Geen, Alexander, 2014. "Evolution of households' responses to the groundwater arsenic crisis in Bangladesh: information on environmental health risks can have increasing behavioral impact over time," Environment and Development Economics, Cambridge University Press, vol. 19(5), pages 631-647, October.
    8. Bialous, Stella Aguinaga & Mandel, Lev L. & Glantz, Stanton A. Ph.D., 2006. "Avoiding “Truth”: Tobacco Industry Promotion of Life Skills Training," University of California at San Francisco, Center for Tobacco Control Research and Education qt2cd8t2jd, Center for Tobacco Control Research and Education, UC San Francisco.
    9. Patricia A McDaniel & E Anne Lown & Ruth E Malone, 2017. "“It doesn’t seem to make sense for a company that sells cigarettes to help smokers stop using them”: A case study of Philip Morris’s involvement in smoking cessation," PLOS ONE, Public Library of Science, vol. 12(8), pages 1-22, August.
    10. Lemarié, Linda & Chebat, Jean-Charles, 2013. "Resist or comply: Promoting responsible gambling among youth," Journal of Business Research, Elsevier, vol. 66(1), pages 137-140.
    11. Christopher Man-Kit Leung & Alexander K. C. Leung & Kam-Lun Ellis Hon & Albert Yim-Fai Kong, 2009. "Fighting Tobacco Smoking - a Difficult but Not Impossible Battle," IJERPH, MDPI, vol. 6(1), pages 1-15, January.
    12. Jihye Park & H. Rao Unnava, 2024. "A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 482-501, September.
    13. Amy Jordan & Jessica Taylor Piotrowski & Amy Bleakley & Giridhar Mallya, 2012. "Developing Media Interventions to Reduce Household Sugar-Sweetened Beverage Consumption," The ANNALS of the American Academy of Political and Social Science, , vol. 640(1), pages 118-135, March.
    14. Thomas Anker & Peter Sandøe & Tanja Kamin & Klemens Kappel, 2011. "Health Branding Ethics," Journal of Business Ethics, Springer, vol. 104(1), pages 33-45, November.
    15. Hong Liu & Wei Tan, 2009. "The Effect of Anti-Smoking Media Campaign on Smoking Behavior: The California Experience," Annals of Economics and Finance, Society for AEF, vol. 10(1), pages 29-47, May.
    16. Kevin C. Davis & James M. Nonnemaker & Hosanna A. Asfaw & Donna M. Vallone, 2010. "Racial/Ethnic Differences in Perceived Smoking Prevalence: Evidence from a National Survey of Teens," IJERPH, MDPI, vol. 7(12), pages 1-17, December.

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