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AJPH First Look, published online ahead of print Oct 15, 2009
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December 2009, Vol 99, No. 12 | American Journal of Public Health 2210-2216
© 2009 American Public Health Association
DOI: 10.2105/AJPH.2008.155127

RESEARCH AND PRACTICE

Increasing Youths' Exposure to a Tobacco Prevention Media Campaign in Rural and Low-Population-Density Communities

Jennifer C. Duke, PhD, Donna M. Vallone, PhD, Jane A. Allen, MA, Jennifer Cullen, PhD, MPH, Paul D. Mowery, PhD, Haijun Xiao, MS, Nicole Dorrler, BA, Eric T. Asche, BA and Cheryl Healton, DrPH

At the time of this study, Jennifer C. Duke, Donna M. Vallone, Jane A. Allen, Jennifer Cullen, Haijun Xiao, Nicole Dorrler, Eric T. Asche, and Cheryl Healton were with the American Legacy Foundation, Washington, DC, and Paul D. Mowery was with Biostatistics Inc, Atlanta, GA.

Correspondence: Correspondence can be sent to Jennifer Duke, PhD, 5313 Aztec Dr, Boulder, CO 80303 (e-mail: jduke{at}rti.org). Reprints can be ordered at http://www.ajph.org by clicking the "Reprints/Eprints" link.

Objectives. We examined the effectiveness of a program to increase exposure to national "truth" tobacco countermarketing messages among youths in rural and low-population-density communities.

Methods. A longitudinal survey of 2618 youths aged 12 to 17 years was conducted over 5 months in 8 media markets receiving supplemental advertising and 8 comparison markets receiving less than the national average of "truth" messages.

Results. Confirmed awareness of "truth" increased from 40% to 71% among youths in treatment markets while remaining stable in comparison markets. Over 35% of all youths who were unaware of the campaign at baseline became aware of it as a direct result of the increased advertising. Youths living in rural and low-population-density communities were receptive to the campaign's messages.

Conclusions. Through purchase of airtime in local broadcast media, the reach of a national tobacco countermarketing campaign was expanded among youths living in rural and low-population-density areas. This strategy of augmenting delivery of nationally broadcast antitobacco ads can serve as a model for leveraging limited tobacco control resources to increase the impact of evidence-based tobacco prevention campaigns.






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