Learning Objectives: Describe practical, cost-effective methods for states to use to assess the short, intermediate and long term outcomes of a media campaign
Abstract: Objective: In March 2001, Wisconsin launched its statewide counter-marketing media campaign that focused on three core messages: ‘secondhand smoke kills’, ‘nicotine is addictive’ and ‘the tobacco industry lies’. Expenditures for this campaign totaled $6.3 million. The purpose of this study is to evaluate interim progress of Wisconsin’s campaign.
METHODS: We designed and implemented pre-test (2/01, n=914) and post-test (11/01, n=906) random-digit dial telephone surveys. Questions measured recognition and awareness of campaign advertisements, beliefs and attitudes toward tobacco use and secondhand smoke, support for smoke-free environments, and individual tobacco use. Chi-square tests were used to test differences between pre and post-tests.
RESULTS: Awareness of anti-tobacco advertisements increased 17% from 61% (p < .0001). Although attitudes related to cigarette smoking and secondhand smoke were already high at baseline, some measures increased (e.g. agreement with the message “Secondhand smoke kills” rose from 79% to 84%). There were slight increases in negative attitudes toward the tobacco industry (e.g. among 25 to 44 year olds, agreement with the statement “Tobacco companies specifically try to get young people to start smoking” increased from 62% to 73%). Smoking prevalence did not change.
Conclusion: The progress made after less than a year of the statewide media campaign is consistent with behavior change models. People were in strong agreement with campaign messages about nicotine and secondhand smoke at baseline, suggesting some messages may have already reached a “ceiling.” Continued exposure to the campaign is expected to further influence people’s attitudes, increase support for smoke-free environments and ultimately reduce tobacco use.
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