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. 2009 Dec;99(12):2210-6.
doi: 10.2105/AJPH.2008.155127. Epub 2009 Oct 15.

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

Jennifer C Duke  1 , Donna M Vallone, Jane A Allen, Jennifer Cullen, Paul D Mowery, Haijun Xiao, Nicole Dorrler, Eric T Asche, Cheryl Healton
Affiliations

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

Jennifer C Duke et al. Am J Public Health. 2009 Dec.

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.

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Figures

FIGURE 1
FIGURE 1
Percentage of youths with confirmed awareness of “truth” advertisements at follow-up who had been unaware of the advertisements at baseline, by media delivery channel: “ ‘truth’ or Consequences” tobacco countermarketing initiative, 8 rural US markets, 2007.
See this image and copyright information in PMC

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