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- Title
Forum on youth smoking. Getting to the truth: evaluating national tobacco countermarketing campaigns [corrected] [published erratum appears in AM J PUBLIC HEALTH 2003 May;93(5):703].
- Authors
Farrelly MC; Healton CG; Davis KC; Messeri P; Hersey JC; Haviland ML
- 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.
- Publication
American Journal of Public Health, 2002, Vol 92, Issue 6, p901
- ISSN
0090-0036
- Publication type
Academic Journal
- DOI
10.2105/ajph.92.6.901