Learning Objectives: To critique the methods used to evaluate the effectiveness a grassroots youth organizing movement and determine applicability to similar approaches to tobacco prevention.
Abstract:
Problem/Objectives: To-date there has been limited information on the effectiveness of statewide, grassroots youth organizing approaches to tobacco prevention such as the Target Market Organization (TM/Org). This presentation will provide results of an evaluation to assess the reach and impact of TM/Org on a random sample of 852 youth, ages 15-17, in selected regions of Minnesota.
Methods: Reach of the youth movement was assessed by examining the characteristics of youth who were exposed to TM activities, who actively took steps to get involved in the movement, and who were interested in the TM image. Impact of TM/Org was assessed by examining associations between exposure to grassroots activities and key attitudes and behaviors. Attitudinal outcomes, measured by five constructs, focused on perceptions about the tobacco industry and the ability of youth to change the way people think about smoking. Behavioral outcomes assessed personal action to spread the message about the tobacco industry, intent to smoke and openness to smoking.
Results: Evaluation findings indicated a significant positive association between exposure to TM activities and more negatives attitudes towards the tobacco industry as well as personal actions to spread the message about the tobacco industry. There was no evidence that exposure to TM activities had a direct effect on youth intentions to smoke or openness to smoking. A positive association was assessed, however, between a few key attitudes and smoking outcomes.
Conclusions: TM activities may be having an indirect effect on susceptibility to smoking by fostering anti-tobacco attitudes among youth.
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