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. 2023 Jul 13;18(7):e0288462.
doi: 10.1371/journal.pone.0288462. eCollection 2023.

Awareness of and receptivity to FDA's point-of-sale tobacco public education campaign

Lauren M Dutra  1 , Matthew C Farrelly  1 , Brian Bradfield  1 , Debra Mekos  2 , Chaunetta Jones  2 , Tesfa Alexander  3
Affiliations

Awareness of and receptivity to FDA's point-of-sale tobacco public education campaign

Lauren M Dutra et al. PLoS One. .

Abstract

The purpose of the study was to assess awareness of and receptivity to FDA's point-of-sale (POS) tobacco public education campaign for adult cigarette smokers called Every Try Counts; it was the first multi-county POS campaign in the U.S. The design was a county-level treatment-control three-wave longitudinal design. The setting was 15 treatment and 15 control counties. Subjects were smokers ages 25 to 54 (N = 3,628). 4,145 individuals screened in as eligible; 3,628 (87.5% response rate) completed the Wave 1 questionnaire (Wave 2: n = 2,812; Wave 3: n = 2,571; retention 70.9%). Measures were self-reported brand and ad awareness (saw any ad a few times or more) and receptivity (5-item perceived effectiveness scale). The analysis included descriptive analyses of receptivity; bivariate analyses of awareness by treatment group; and covariate- and time-adjusted logistic regression models to determine changes in awareness attributable to the campaign. Receptivity was moderate and differed significantly by race/ethnicity. As was the case for all waves, at wave 3, ad awareness was significantly higher in treatment (53.3%) than control counties (36.1%, p < .05). In regression models, brand (OR = 1.53, 95% CI: 1.26-1.86) and ad (OR = 1.74, 95% CI: 1.39-2.16) awareness were significantly higher in treatment than control counties. Every Try Counts generated a moderate level of receptivity and attention from cigarette smokers. Limitations include self-reports of campaign awareness and generalizability to a small number of U.S. counties.

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Conflict of interest statement

The authors have declared that no competing interests exist.

Figures

Fig 1
Fig 1. Examples of Every Try Counts point-of-sale print ads (in context in a convenience store environment).
This figure includes photos of ads used in the campaign.
See this image and copyright information in PMC

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