Categories
· Health/Science
· Business (Tobacco)
· Teen Smoking/Youth
· Advertising/Promos
Organizations
· Truth
· Legacy
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June 2002, Vol 92, No. 6 * American Journal of Public Health 901-907 (c) 2002
Jump to full article: American Journal of Public Health, 2002-06-01
Author: Matthew C. Farrelly, PhD, Cheryl G. Healton, DrPH, Kevin C. Davis, MA, Peter Messeri, PhD, James C. Hersey, PhD and M.
Intro: 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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