Key Points: In July 2006 Ohio launched an aggressive anti-tobacco media campaign toward 18 – 24 year olds that sought to de-normalize tobacco use. Baseline data indicates that youth tend to over-estimate the prevalence of smoking, so the campaign seeks to “debunkify” myths about the prevalence and appeal of smoking. For instance, one campaign ad featured glamorous gameshow models dramatizing the nonsmokers walking down a street with the message, “What would happen if we realized that 8 out of 10 Ohioans do not smoke?”

This study reports on a longitudinal sample of 800 young adults in Ohio and compares the rates of tobacco use over the same time in a longitudinal sample of 500 US youth. The paper reports on campaign effects on changes awareness of the prevalence of smoking, beliefs in the social appeal of smoking, changes in tobacco use and the progression to established smoking. The study assessed changes in trends and changes among individuals recalled being exposed or not exposed to the campaign. This study describes the effects on the social smoking of young adults. The paper discusses the implications of study findings for efforts to combat tobacco use among young adults.

Learning Objectives: Attendees will learn about de-normalization as a strategy to influence tobacco use among young adults.

Benefits: Understanding of the effects of de-normalization media strategies with college and straight-to-work young adults in reducing tobacco use.