Learning Objectives: To provide information on the results from California’s media tracking study after three waves of data collection.
Abstract: The primary goal of the California Department of Health Services Tobacco Control Section (CDHS/TCS) is to utilize a social norm change approach to prevent tobacco-related disease and death by reducing the use of tobacco products. The California statewide media campaign utilizes this social norm change approach to target both nonsmokers and smokers aged 18-55. The campaign focuses on four priority areas: countering pro-tobacco influences, reducing exposure to secondhand smoke, decreasing access to tobacco products, and promoting cessation.
Last year, a marketing research firm was hired to track and monitor the advertising and awareness of California’s anti-smoking media campaign. This unique tracking study utilizes a telephone survey to collect data in California and in the rest of the United States. Attitudes, awareness, and smoking-related behaviors for California and the United States will be compared.
Data for the benchmark wave was conducted in March 2001 prior to the campaign’s launch in April. Data for Wave 2 and 3 was collected in August and November 2001, respectively. Each wave of data collection consisted of approximately 900 telephone surveys in California and approximately 1,200 telephone surveys throughout the rest of the U.S. Both the California and U.S. data from all three waves are weighted to a standard population by smoking status, age, sex, and race, to facilitate comparisons.
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