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| Research article summary (published 30 May 2002): |
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Getting to the truth: evaluating national tobacco countermarketing campaigns.
Full Abstract
OBJECTIVES:
This study examines how the American Legacy Foundation's "truth" campaign and Philip Morris's "Think. Don't Smoke" campaign have influenced youths' attitudes, beliefs, and intentions toward tobacco.
METHODS:
We analyzed 2 telephone surveys of 12- to 17-year-olds with multivariate logistic regressions:
a baseline survey conducted before the launch of "truth" and a second survey 10 months into the "truth" campaign.
RESULTS:
Exposure to "truth" countermarketing advertisements was consistently associated with an increase in anti-tobacco attitudes and beliefs, whereas exposure to Philip Morris advertisements generally was not. In addition, those exposed to Philip Morris advertisements were more likely to be open to the idea of smoking.
CONCLUSIONS:
Whereas exposure to the "truth" campaign positively changed youths' attitudes toward tobacco, the Philip Morris campaign had a counterproductive influence.
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Author information
Author/s: Farrelly, Matthew C (MC); Healton, Cheryl G (CG); Davis, Kevin C (KC); Messeri, Peter (P); Hersey, James C (JC); Haviland, M Lyndon (ML);
Affiliation: Research Triangle Institute, Research Triangle Park, NC 27709, USA. mcf@rti.org
Journal and publication information
Publication Type: Comparative Study; Evaluation Studies; Journal Article
Journal: American journal of public health (Am J Public Health), published in United States. (Language: eng)
Reference: 2002-Jun; vol 92 (issue 6) : pp 901-7
Dates: Created 2002/05/30; Completed 2002/06/19; Revised 2007/11/15;
PMID: 12036775, status: MEDLINE (last retrieval date: 11/6/2008)
Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.
Comments and Corrections
ErratumIn: Am J Public Health. 2003 May;93(5):703.
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