Wisconsin

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Wisconsins Statewide Youth Media Campaign What
Happened After Less Than One Year?
University of Wisconsin Monitoring and
Evaluation Program Amanda M Riemer Ann
Christiansen D. Paul Moberg David Ahrens
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Acknowledgements

• Monitoring and Evaluation Program
• Pat Remington, Paul Peppard
• Wisconsin Tobacco Control Board
• David Gunderson, Earnestine Willis
• BVK
• Anne Wilbur, Craig Gagnon
• Market Strategies
• Darren Maloney
• Marquette University
• Craig Andrews

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Objectives

• To provide you with a framework for assessing
  short, intermediate and long-term goals
  associated with a statewide youth media campaign
• Explore different measures of campaign exposure
  and their relationships to attitudes, beliefs and
  behaviors

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Background

• In 2001, the Wisconsin Tobacco Control Board
  allocated 6.5 million for a statewide
  anti-tobacco, counter-marketing media campaign.
• Three major focus messages
• Secondhand smoke kills
• Nicotine is addictive/tobacco is deadly
• Tobacco companies lie

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Background

• Model used to evaluate the campaign.

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Methods - Overview

• Pretest and Posttest telephone surveys
• Vendor list of statewide youth (12-18 years old)
• Oversample of African American youth (12 18
  years old)

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Variable Definitions - Exposure

• Several different measures of exposure included
  in the survey
• SEEN ANY MESSAGE - Y/N
• UNAIDED MESSAGE RECALL - Y/N
• HOW MANY MESSAGES - 0,1,2,3,4
• ANY SPECIFIC ADVERTISEMENTS Y/N
• HOW MANY ADVERTISEMENTS 0,1,2,3,4
• HOW OFTEN SEE CAMPAIGN 0-9

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Variable Definitions Perceived Effectiveness

• RATING 0-10
• How would you rate the advertisement on a scale
  of 0 to 10,
• LIKING 0-10
• How much did you like the advertisement?
• FEELING 0-10
• How did the advertisement make you feel about
  the tobacco industry?

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Variable Definitions Attitudes

• Thirteen anti-tobacco attitudes were combined
  into one 0 3 scale

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Variable Definitions Intentions and Behaviors

• Four measures of intention to start smoking were
  averaged into a 0 3 scale
• Two measures of smoking behaviors
• Have you ever tried cigarette smoking, even one
  or two puffs?
• Yes/No
• During the past thirty days, on how many days did
  you smoke cigarettes?
• gt0 - Smoker 1
• 0 - Smoker 0.

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Results- Exposure to the campaign
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Results- Beliefs and attitudes related to
campaign messages

• Secondhand Smoke Kills

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Results- Beliefs and attitudes related to
campaign messages

• Nicotine is addictive/Tobacco is Deadly

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Results- Beliefs and attitudes related to
campaign messages
Tobacco companies lie
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Results- Beliefs and attitudes related to
campaign messages

• Indexed scale (0-3) of all thirteen attitudes and
  beliefs
• Pretest mean 2.21
• Posttest mean 2.27

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Results- Intentions and behaviors
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Results- Relationship between campaign exposure
and attitudes
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Results- Relationship between campaign exposure
and intentions
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Results- Relationship between campaign exposure
and behaviors
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Results- Relationship between campaign exposure
and behaviors
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Limitations

• Two cross sectional surveys used to measure
  change.
• Weak evaluation design
• Will continue to monitor progress with data from
  coming years to strengthen design
• Youth data have limited generalizability because
  sample was from vendor list vs. random digit
  dial.
• Changes may be attributable to other tobacco
  control efforts in the state, as well as counter
  efforts by the tobacco industry.

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Results Relationships between media exposure

• Measures of campaign exposure were associated
  with stronger anti-tobacco sentiments at the
  posttest.
• Only perceived effectiveness of advertisements is
  associated with youth intentions to start smoking
  and trying a puff of cigarette
• Youth smoking was associated with measures of
  campaign message awareness, and with perceived
  effectiveness

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Results overall pretest to posttest change

• Youth advertisement exposure and youth agreement
  with anti-tobacco attitudes and beliefs increased
  from pretest to posttest
• Youth intentions to start smoking and the
  proportion who had ever tried even a puff was
  slightly, but significantly lower at the posttest

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Recommendations

• History has shown that a sustained youth media
  campaign is an integral part of any comprehensive
  tobacco control program
• Our data suggest that repeated exposure to a wide
  range of messages and advertisements tends to
  have the greatest impact on youth attitudes,
  beliefs, and behaviors

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Trailer slide

• 24 slides x 1 set 24 slides
• Monitoring and Evaluation (WTCB)
• Erich Mussak 265-9931
• Set 3 of 3 in order.