Youth Receptivity of Anti-Tobacco Media:

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Youth Receptivity of Anti-Tobacco Media An
Evaluation of The Plain Truth Campaign Presented
by Nancy Vogeltanz-Holm, Ph.D. Center for Health
Promotion, UNDSMHS http//www.med.und.nodak.edu/de
pts/chptr/ Presented at the Dakota Conference
on Rural and Public Health, March 26, 2004
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Co-Authors

• Jeffrey Holm, Ph.D.
• Jessica White Plume, M.A.
• Jeanne Prom, B.A.
• Dmitri Poltavski, Ph.D.
• With assistance from Polly Alfonso, M.A., Anna
  Evans, Sonia Marrone, and Bonnie Thompson

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Overview of Presentation

• Media Campaign Design and Ads
• Evaluation Strategy Design
• Results and Conclusions

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Background for The Plain Truth

• Previous Youth Campaigns
• Successes for Target Market Truth other
  state/U.S. campaigns and Australias national
  campaign
• Very little data on how different types of ads
  affect youthNo data for Native American youth or
  rural youth

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Design of The Plain Truth

• Goal was to conduct formative research
• Ads obtained from the CDCs Media Resource Center
• Selection based on
• Previous market research
• Evidence-based components
• 5 TV Ads 5 Radio

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Evaluating The Plain Truth

• Telephone Survey conducted by SSRI, UND
• Questionnaire asked about
• Awareness of ads
• Receptivity of ads
• Tobacco-related attitudes experiences

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Evaluating The Plain Truth

• About 450 youth, 12-17 y.o.
• Oversampled Native American youth
• Equal distributions of ages across whole sample
• 52 girls

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Results

• Overall Findings
• 84 awareness
• 67 confirmed
• CA of more TV than radio
• (50 vs. 42)
• Girls more aware of radio

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Results

• Overall Findings
• Gender differences greater in White youth
• Girls were more receptive
• Girls had stronger emotions
• Generally, not receptive to countermarketing

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Results

• 4 ads gt 20 CA Artery, ABC, Bucking Bronco,
  Cant Quit
• 2 more had gt 10 Napkin, Thank-You
• Convince Artery, ABC, Napkin
• Include Artery, Robot, Napkin
• Talk to Friends Artery, Robot

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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Results By Gender and Ethnicity
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Additional Results

• Several sig. correlations
• Convinced with how many of 4 friends smoke
  parents discussed dangers discussed dangers in
  class and practiced refusing tobacco
• Ethnic differences
• More NA youth said parents and HCPs discussed
  dangers
• More NA youth exposed to smoking (friends
  parents)

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Conclusions

• ND Youth, especially White boys, not receptive to
  countermarketing
• All youth highly receptive to graphic health
  consequences
• Girls, especially White girls, have greater
  awareness and stronger emotions to ads

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Recommendations

• Provide some pinpointing for different subgroups
• Include graphic depictions of consequences
• Evaluation of outcome must be anonymous
• http//www.med.und.nodak.edu/depts/chptr

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