Learning Objectives: Describe the effects of a modest media campaign on changing the tobacco-related awareness, attitudes, and behaviors of youth aged 11-14.
Abstract: Objective: The Melvin Program in Wisconsin provided $1 million/year to fund a media campaign to lower rates of tobacco use among youth 11-14. Due to limited funding, the campaign was limited to one region. The evaluation objective was to determine if the campaign was reaching its target audience, and influencing their attitudes and behaviors regarding tobacco. The campaign messages were 1)smoking causes wrinkles, 2)smoking makes you tired, and 3)tobacco industry lies.
METHODS: We conducted in-school surveys in public middle schools of the funded districts, and in control schools. The survey was administered in the fall of 1998, as the integrated media campaign began. The follow-up survey was conducted in spring of 1999. The effectiveness of the media was determined by calculating prevalence rate ratios (RRs) in the intervention versus control communities.
RESULTS: Awareness of the media campaign was very high compared to the control communities and remained high among youth in intervention communities. Attitudes regarding tobacco use were more positive in intervention than in control communities. Compared to the control communities, campaign awareness was greatest for causing wrinkles (RR=9.9, 95% CI 7.8-12.6), industry lying (RR=6.2, 95% CI 5.1-7.6), and making tired (RR=3.8, 95% CI 3.3-4.3). Attitudes were greatest for causing wrinkles (RR=2.1, 95% CI 1.8-2.4), but not significantly different for making tired (RR=1.2) and industry lying (RR=1.1).
Discussion: This modest campaign had effects on awareness and attitudes, especially those related to wrinkles. The lack of effect on behavior is expected, due to limited funding and short duration.
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