Learning Objectives: Compare the results of the Target Market campaign in Minnesota, to the truth campaign in Florida.
Abstract: Problem/Objective. Minnesota and Florida, two states that are not part of the Master Settlement Agreement, have been running counter-marketing campaigns – Target Market and truth. Although there is some similarity in the marketing messages, and both use industry manipulation as a common theme, the Minnesota program coordinates its campaign with its youth movement, under the single “Target Market” brand. In Florida, the “truth” brand and campaign are significantly more separated from the effort of its youth movement, Students Working Against Tobacco (SWAT). We will compare the results of the evaluation of the Target Market campaign in the second year of its operation, with that of the truth campaign, when it was two years old.
Methods. We will be conducting a phone-based survey of youth in Minnesota, and have conducted a similar survey in Florida, over the last three years (n~1,000 in each survey). The purpose of these surveys is, in part, to assess exposure to specific elements of the state's respective anti-tobacco marketing programs.
Results. Because the Minnesota evaluation will be performed between May and June of 2002, we do not have results yet. The Florida results, derived from the Florida Youth Cohort Study, have been analyzed, and will be presented as comparative data. We will also focus on whether involvement in each state’s youth movement relates to receptiveness of the campaigns, under the two different models; and how that involvement, in turn, is related to tobacco use.
Conclusions. The implications of coordinating the marketing with youth activities will be discussed.
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