Donna Vallone
Truth Initiative, USA
Title: The impact of mass media to reduce tobacco use among youth and young adults: Findings from the Truth Finishit campaign
Biography
Biography: Donna Vallone
Abstract
Statement of the Problem: Significant changes in the media and tobacco use landscapes prompted changes in the message and media strategies for a new phase of the anti-tobacco truth campaign launched in 2014. A comprehensive media strategy was implemented across multiple platforms, and media messages were designed to focus on a broad smoking de-normalization strategy by showcasing various negative consequences of tobacco use, while enlisting this new generation to be part of a movement to end smoking. Five key attitudinal constructs were identifi ed, including anti-social smoking sentiment, antitobacco industry sentiment, independence, anti-smoking imagery, and support for an anti-tobacco social movement. The purpose of this comprehensive evaluation is to examine the relationships between awareness of truth campaign advertisements, the five key attitudinal constructs, intentions to smoke and tobacco use behavior using a longitudinal, nationally representative sample of youth and young adults. Methodology & Theoretical Orientation: Study samples for all analyses were drawn from the Truth Longitudinal Cohort (TLC), a probability-based, nationally representative cohort (n=14,000). Logistic regression models examine awareness of truth advertisements in relation to targeted attitudes over time. Structural equation models (SEM) tested causal pathways.
Findings: Regression results demonstrate a dose-response relationship between higher ad awareness and higher levels of antitobacco attitudes and intentions not to smoke, holding constant baseline attitudes and intentions. SEM models show higher ad awareness predicts higher anti-tobacco attitudes; attitude changes were signifi cantly associated with greater support for an anti-tobacco social movement; and in turn, greater movement support predicted lower levels of smoking intensity and a slower rate of progression over time.
Conclusion & Significance: A carefully designed, national anti-tobacco mass media campaign can help a new generation of youth and young adults reject tobacco. The evidence of increased tobacco use initiation among young adults calls for the continued support of public education mass media campaigns to inspire tobacco-free lives.