Problem/Objective: Mass media campaigns are an integral part of comprehensive youth tobacco prevention programs. North Carolina's youth tobacco prevention media campaign, funded by the NC Health and Wellness Trust Fund (HWTF), started in spring 2004. The campaign utilizes a theme of the serious health consequences of tobacco use, featuring North Carolinians who tell their stories about personal losses due to tobacco-related illness. (Ads will be shown as part of the presentation.)

Methods: The campaign is evaluated through a longitudinal telephone survey with approximately 700 youth ages 11 to 17. Three waves of data collection have taken place, with a fourth scheduled for spring 2007. The survey collects information from youth on tobacco use, tobacco-related attitudes, and awareness of anti-tobacco media campaigns.

Results: Results from the first three waves of data collection indicate that campaign awareness is increasing; that youth initially exposed to a higher dose of the campaign have significantly greater awareness; and that youth who saw one or more ads responded positively to the ads. Roughly one-third of youth in the sample remain susceptible to smoking, and data on behavioral change are indeterminate. Time 4 data will give additional information about youth awareness of and reaction to the campaign, and how the campaign may be affecting youth's tobacco-related attitudes and behaviors.

Conclusions: Youth respond well to ads depicting a theme of the serious health consequences of tobacco use. While youth are aware of the ads and rate them positively, it is unclear whether the campaign has had an impact on youth's smoking behavior.