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The Evaluation of North Carolina's State-Sponsored Youth Tobacco Prevention Media Campaign

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Title: The Evaluation of North Carolina's State-Sponsored Youth Tobacco Prevention Media Campaign
Language: English
Authors: Kandra, K. L., McCullough, A., Summerlin-Long, S., Agans, R., Ranney, L., Goldstein, A. O.
Source: Health Education Research. Feb 2013 28(1):1-14.
Availability: Oxford University Press. Great Clarendon Street, Oxford OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://her.oxfordjournals.org/
Peer Reviewed: Y
Page Count: 14
Publication Date: 2013
Document Type: Journal Articles
Reports - Research
Descriptors: Program Evaluation, Youth, State Programs, Adolescents, Advertising, Regression (Statistics), At Risk Persons, Prevention, Smoking, Telephone Surveys, Health Promotion, Health Behavior, Health Education, Public Health, Adolescent Attitudes, Program Effectiveness, Mass Media Effects, Mass Media Role
Geographic Terms: North Carolina
DOI: 10.1093/her/cys085
ISSN: 0268-1153
Abstract: In 2003, the state of North Carolina (NC) implemented a multi-component initiative focused on teenage tobacco use prevention and cessation. One component of this initiative is "Tobacco.Reality.Unfiltered." ("TRU"), a tobacco prevention media campaign, aimed at NC youth aged 11-17 years. This research evaluates the first 5 years of the TRU media campaign, from 2004 to 2009, using telephone surveys of NC youth. Overall, TRU campaign awareness was moderate among youth in its first year, with awareness significantly increasing over time. The majority of youth who saw the advertisements reported that they were convincing, attention grabbing and gave good reasons not to smoke. In 2009, logistic regression models revealed awareness of the TRU advertisements was associated with decreased odds of current smoking and experimenting with cigarettes for at-risk NC youth. Results from this research may help other states to define, evaluate and modify their own media campaigns, especially within financially or politically constraining environments.
Abstractor: As Provided
Entry Date: 2013
Accession Number: EJ992079
Database: ERIC
FullText Text:
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  Data: The Evaluation of North Carolina's State-Sponsored Youth Tobacco Prevention Media Campaign
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  Data: <searchLink fieldCode="AR" term="%22Kandra%2C+K%2E+L%2E%22">Kandra, K. L.</searchLink><br /><searchLink fieldCode="AR" term="%22McCullough%2C+A%2E%22">McCullough, A.</searchLink><br /><searchLink fieldCode="AR" term="%22Summerlin-Long%2C+S%2E%22">Summerlin-Long, S.</searchLink><br /><searchLink fieldCode="AR" term="%22Agans%2C+R%2E%22">Agans, R.</searchLink><br /><searchLink fieldCode="AR" term="%22Ranney%2C+L%2E%22">Ranney, L.</searchLink><br /><searchLink fieldCode="AR" term="%22Goldstein%2C+A%2E+O%2E%22">Goldstein, A. O.</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Health+Education+Research%22"><i>Health Education Research</i></searchLink>. Feb 2013 28(1):1-14.
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  Data: Oxford University Press. Great Clarendon Street, Oxford OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://her.oxfordjournals.org/
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  Data: Y
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  Data: 14
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  Data: <searchLink fieldCode="DE" term="%22Program+Evaluation%22">Program Evaluation</searchLink><br /><searchLink fieldCode="DE" term="%22Youth%22">Youth</searchLink><br /><searchLink fieldCode="DE" term="%22State+Programs%22">State Programs</searchLink><br /><searchLink fieldCode="DE" term="%22Adolescents%22">Adolescents</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Regression+%28Statistics%29%22">Regression (Statistics)</searchLink><br /><searchLink fieldCode="DE" term="%22At+Risk+Persons%22">At Risk Persons</searchLink><br /><searchLink fieldCode="DE" term="%22Prevention%22">Prevention</searchLink><br /><searchLink fieldCode="DE" term="%22Smoking%22">Smoking</searchLink><br /><searchLink fieldCode="DE" term="%22Telephone+Surveys%22">Telephone Surveys</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Promotion%22">Health Promotion</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Behavior%22">Health Behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Education%22">Health Education</searchLink><br /><searchLink fieldCode="DE" term="%22Public+Health%22">Public Health</searchLink><br /><searchLink fieldCode="DE" term="%22Adolescent+Attitudes%22">Adolescent Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Program+Effectiveness%22">Program Effectiveness</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+Media+Effects%22">Mass Media Effects</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+Media+Role%22">Mass Media Role</searchLink>
– Name: Subject
  Label: Geographic Terms
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  Data: <searchLink fieldCode="DE" term="%22North+Carolina%22">North Carolina</searchLink>
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  Data: 10.1093/her/cys085
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  Data: 0268-1153
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: In 2003, the state of North Carolina (NC) implemented a multi-component initiative focused on teenage tobacco use prevention and cessation. One component of this initiative is "Tobacco.Reality.Unfiltered." ("TRU"), a tobacco prevention media campaign, aimed at NC youth aged 11-17 years. This research evaluates the first 5 years of the TRU media campaign, from 2004 to 2009, using telephone surveys of NC youth. Overall, TRU campaign awareness was moderate among youth in its first year, with awareness significantly increasing over time. The majority of youth who saw the advertisements reported that they were convincing, attention grabbing and gave good reasons not to smoke. In 2009, logistic regression models revealed awareness of the TRU advertisements was associated with decreased odds of current smoking and experimenting with cigarettes for at-risk NC youth. Results from this research may help other states to define, evaluate and modify their own media campaigns, especially within financially or politically constraining environments.
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  Data: EJ992079
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=eric&AN=EJ992079
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        Value: 10.1093/her/cys085
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      – SubjectFull: Program Evaluation
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      – SubjectFull: State Programs
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      – SubjectFull: Adolescents
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      – SubjectFull: Advertising
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      – SubjectFull: Smoking
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      – SubjectFull: North Carolina
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      – TitleFull: The Evaluation of North Carolina's State-Sponsored Youth Tobacco Prevention Media Campaign
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