Milken Institute School of Public Health Poster Presentations (Marvin Center & Video)

Title

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.

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Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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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.