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Comparative Study
. 2002 Jun;92(6):901-7.
doi: 10.2105/ajph.92.6.901.

Getting to the truth: evaluating national tobacco countermarketing campaigns

Matthew C Farrelly  1 , Cheryl G Healton, Kevin C Davis, Peter Messeri, James C Hersey, M Lyndon Haviland
Affiliations
Comparative Study

Getting to the truth: evaluating national tobacco countermarketing campaigns

Matthew C Farrelly et al. Am J Public Health. 2002 Jun.

Erratum in

  • Am J Public Health. 2003 May;93(5):703

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.

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Figures

FIGURE 1
FIGURE 1
—Aided and unaided awareness of the American Legacy Foundation's “truth” campaign and Philip Morris's “Think. Don't Smoke.” campaign among 12- to 17-year-olds.
See this image and copyright information in PMC

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