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How state counter-industry campaigns help prime perceptions of tobacco industry practices to promote reductions in youth smoking
Hersey, JC., Niederdeppe, J., Ng, SW., Mowery, P., Farrelly, M., & Messeri, P. (2005). How state counter-industry campaigns help prime perceptions of tobacco industry practices to promote reductions in youth smoking. Tobacco Control, 14(6), 377-383. https://doi.org/10.1136/tc.2004.010785
Objective: This study assessed the impact of state media campaigns that prominently feature counter-industry messages on youth cigarette smoking, beyond the effects of price, secular trends, tobacco control efforts, and the national truth (R) campaign.
Methods: Rates of youth smoking were compared in three groups of states: (1) those with long funded counter-industry campaigns (California, Florida, and Massachusetts); (2) states with more recently funded counter- industry media campaigns (Indiana, Minnesota, Mississippi, and New Jersey); and ( 3) other states. An analysis was performed for a series of national telephone surveys of 12-17 year olds between 1999 and 2002, controlling for differences in demographic background, the price of cigarettes, and exposure to the national truth (R) campaign.
Results: Between 1999 and 2002, rates of current smoking and established smoking decreased significantly faster in states with established or more newly funded counter- industry campaigns than in other states. State counter- industry campaigns appear to prime, or make more salient, negative perceptions about tobacco industry practices.
Conclusion: Results highlight the value of continued state counter- industry campaigns.