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March 2005, Vol 95, No. 3 | American Journal of Public Health 425-431
© 2005 American Public Health Association
DOI: 10.2105/AJPH.2004.049692

RESEARCH AND PRACTICE

Evidence of a Dose—Response Relationship Between "truth" Antismoking Ads and Youth Smoking Prevalence

Matthew C. Farrelly, PhD, Kevin C. Davis, MA, M. Lyndon Haviland, DrPH, Peter Messeri, PhD and Cheryl G. Healton, DrPH

Matthew C. Farrelly and Kevin C. Davis are with RTI International, Research Triangle Park, NC. At the time of the study, M. Lyndon Haviland was with, and Cheryl G. Healton is with, the American Legacy Foundation, Washington, DC. Cheryl G. Healton is also with the Mailman School of Public Health, Columbia University, New York, NY. Peter Messeri is with the Mailman School of Public Health, Columbia University.

Correspondence: Requests for reprints should be sent to Matthew C. Farrelly, PhD, RTI International, 3040 Cornwallis Rd, Research Triangle Park, NC 27709 (e-mail: mcf{at}rti.org).

Objectives. In early 2000, the American Legacy Foundation launched the national "truth" campaign, the first national antismoking campaign to discourage tobacco use among youths. We studied the impact of the campaign on national smoking rates among US youths (students in grades 8, 10, and 12).

Methods. We used data from the Monitoring the Future survey in a pre/post quasi-experimental design to relate trends in youth smoking prevalence to varied doses of the "truth" campaign in a national sample of approximately 50000 students in grades 8, 10, and 12, surveyed each spring from 1997 through 2002.

Results. Findings indicate that the campaign accounted for a significant portion of the recent decline in youth smoking prevalence. We found that smoking prevalence among all students declined from 25.3% to 18.0% between 1999 and 2002 and that the campaign accounted for approximately 22% of this decline.

Conclusions. This study showed that the campaign was associated with substantial declines in youth smoking and has accelerated recent declines in youth smoking prevalence.




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Read all eLetters

Impact of the "truth" Campaign on Cigarette Smoking
Joel M. Moskowitz, Ph.D.
AJPH Online, 31 Mar 2005 [Full text]
Re: Impact of the “truth” Campaign on Cigarette Smoking
Matthew C Farrelly, et al.
AJPH Online, 19 May 2005 [Full text]

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