Learning Objectives: At the end of the presentation, attendees will have a deeper understanding of issues involved in evaluating national tobacco countermarketing campaigns. The talk will benefit researchers and evaluators of countermarketing campaigns, providing them with a range of alternative methods for measuring the success of campaigns.
Abstract: In February of 2000, the American Legacy Foundation launched a national anti-tobacco campaign, known as truth. The campaign is evaluated by examining both proximal and distal outcomes. The more proximal outcomes relate awareness of the campaign and changes in attitudes and beliefs toward tobacco. To assess these latter outcomes, periodic national telephone tracking surveys are being conducted. To date, there have been 4 nationally represenative surveys of youth. In this session, we will discuss how teens have reacted to both the truth campaign and Philip Morris' "Think. Don't Smoke" campaign. In addition, we will discuss how both campaigns have impacted teen tobacco attitudes, intentions and behaviors. As of the first two surveys (Winter 1999 and Fall 2000), truth had a statistically significant impact on teens attitudes towards tobacco and a marginally significant impact on intentions to smoke. For the current presentation, these analyses will be updated to include all 4 surveys (Winter 1999, Fall 2000, Spring 2001 and Spring 2002).
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