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Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study

Author

Listed:
  • Li-Ling Huang

    (Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, NC 27599, USA)

  • Allison J. Lazard

    (School of Media and Journalism, University of North Carolina, Chapel Hill, NC 27599, USA)

  • Jessica K. Pepper

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, NC 27599, USA
    RTI International, Research Triangle Park, NC 27709, USA)

  • Seth M. Noar

    (Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, NC 27599, USA
    School of Media and Journalism, University of North Carolina, Chapel Hill, NC 27599, USA)

  • Leah M. Ranney

    (Department of Family Medicine, University of North Carolina, Chapel Hill, NC 27599, USA)

  • Adam O. Goldstein

    (Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, NC 27599, USA
    Department of Family Medicine, University of North Carolina, Chapel Hill, NC 27599, USA)

Abstract

The Food and Drug Administration’s (FDA) The Real Cost campaign advertisements (ads) have targeted U.S. youth with messages designed to prevent and reduce tobacco use. This study examined exposure to The Real Cost campaign, including ad and slogan recall, and associations with attitudes and risk perceptions among U.S. adolescents. We analyzed data from a nationally representative sample of adolescents aged 13 to 17 years ( n = 1125) surveyed by phone from October 2014 to June 2015. We assessed aided recall of and attitudes toward four campaign ads and the one slogan. Logistic regression models assessed whether aided recall of The Real Cost ads or slogan was associated with perceived likelihood of serious health consequences of cigarette smoking. Most (88%) adolescents reported seeing or hearing at least one of four ads for The Real Cost , and 54% recalled The Real Cost slogan. The majority of adolescents reported more negative attitudes toward tobacco products after seeing or hearing the ads. Recall of any The Real Cost ad was significantly associated with greater perceptions of serious health consequences of cigarette smoking (Adjusted Odd Ratios (AOR) = 5.58, 95% Confidence Interval (CI) = 1.20–25.90). The FDA’s The Real Cost campaign has achieved very high reach and is associated with more negative attitudes toward tobacco products and greater risk perceptions of cigarette smoking among U.S. adolescents.

Suggested Citation

  • Li-Ling Huang & Allison J. Lazard & Jessica K. Pepper & Seth M. Noar & Leah M. Ranney & Adam O. Goldstein, 2017. "Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study," IJERPH, MDPI, vol. 14(1), pages 1-11, January.
    • Handle: RePEc:gam:jijerp:v:14:y:2017:i:1:p:42-:d:86906
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    References listed on IDEAS

    as
    1. Sarah D. Kowitt & Tanha Patel & Leah M. Ranney & Li-Ling Huang & Erin L. Sutfin & Adam O. Goldstein, 2015. "Poly-Tobacco Use among High School Students," IJERPH, MDPI, vol. 12(11), pages 1-13, November.
    2. Palmgreen, P. & Donohew, L. & Lorch, E.P. & Hoyle, R.H. & Stephenson, M.T., 2001. "Television campaigns and adolescent marijuana use: Tests of sensation seeking targeting," American Journal of Public Health, American Public Health Association, vol. 91(2), pages 292-296.
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    1. Sarah D. Kowitt & Allison J. Lazard & Tara L. Queen & Seth M. Noar & Adam O. Goldstein, 2018. "Adolescents’ Aided Recall of Targeted and Non-Targeted Tobacco Communication Campaigns in the United States," IJERPH, MDPI, vol. 15(11), pages 1-15, October.
    2. Lilianna Phan & Andrea C. Villanti & Glenn Leshner & Theodore L. Wagener & Elise M. Stevens & Andrea C. Johnson & Darren Mays, 2020. "Development and Pretesting of Hookah Tobacco Public Education Messages for Young Adults," IJERPH, MDPI, vol. 17(23), pages 1-14, November.
    3. Leah M. Ranney & Sarah D. Kowitt & Tara L. Queen & Kristen L. Jarman & Adam O. Goldstein, 2019. "An Eye Tracking Study of Anti-Smoking Messages on Toxic Chemicals in Cigarettes," IJERPH, MDPI, vol. 16(22), pages 1-12, November.
    4. Alexa R. Romberg & Shreya Tulsiani & Jennifer M. Kreslake & Erin J. Miller Lo & Bethany Simard & Amy Rask & Shruthi V. Arismendez & Donna M. Vallone & Elizabeth C. Hair, 2020. "Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTube TM," IJERPH, MDPI, vol. 17(22), pages 1-8, November.

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