Milken Institute School of Public Health Poster Presentations (Marvin Center & Video)
The Impact of Campaign Related Conversation Regarding the truth® Anti-Smoking Campaign Among Youth and Young Adults
Poster Number
101
Document Type
Poster
Status
Recent Alumni
Abstract Category
Prevention and Community Health
Keywords
interpersonal communication, social diffusion, anti-smoking campaign
Publication Date
Spring 2018
Abstract
Background: In 2014, the national truth® campaign launched a new phase of the campaign
targeted at a broad audience of youth and young adults, to help end the tobacco epidemic. The purpose of this study was to examine the impact of campaign-related conversation about a national youth smoking prevention campaign and campaign exposure on anti-smoking attitudes.
Methods: Analysis were conducted using data from the Truth Longitudinal Cohort, a probability-based, nationally representative cohort. The sample for this study was limited to those with data at baseline and five subsequent follow-up surveys.
Results: Among nonsmokers (n=5,594) linear regression models indicate that having a campaign-related conversation are significantly associated with reporting higher levels of agreement of campaign-targeted anti-tobacco beliefs and attitudes. Results also suggest a that respondents with high campaign exposure compared to low campaign exposure are 5.6 times the odds of having conversation about the campaign.
Conclusions: Findings from linear and logistic regression models show that anti-smoking messages are conveyed through campaign exposure and campaign-related conversation. Theoretical and practical implications for campaign planning of public education mass media campaigns are a key component to changing tobacco use attitudes and behavior among youth and young adults.
Creative Commons License
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Open Access
1
The Impact of Campaign Related Conversation Regarding the truth® Anti-Smoking Campaign Among Youth and Young Adults
Background: In 2014, the national truth® campaign launched a new phase of the campaign
targeted at a broad audience of youth and young adults, to help end the tobacco epidemic. The purpose of this study was to examine the impact of campaign-related conversation about a national youth smoking prevention campaign and campaign exposure on anti-smoking attitudes.
Methods: Analysis were conducted using data from the Truth Longitudinal Cohort, a probability-based, nationally representative cohort. The sample for this study was limited to those with data at baseline and five subsequent follow-up surveys.
Results: Among nonsmokers (n=5,594) linear regression models indicate that having a campaign-related conversation are significantly associated with reporting higher levels of agreement of campaign-targeted anti-tobacco beliefs and attitudes. Results also suggest a that respondents with high campaign exposure compared to low campaign exposure are 5.6 times the odds of having conversation about the campaign.
Conclusions: Findings from linear and logistic regression models show that anti-smoking messages are conveyed through campaign exposure and campaign-related conversation. Theoretical and practical implications for campaign planning of public education mass media campaigns are a key component to changing tobacco use attitudes and behavior among youth and young adults.