Wisconsin’s Statewide Youth Media Campaign:

What Happened After Less Than One Year?

University of Wisconsin Monitoring and Evaluation Program

Amanda M RiemerAnn Christiansen

D. Paul MobergDavid Ahrens

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

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

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

Background• Model used to evaluate the

campaign.

Awareness Attitudes and

Beliefs

Intentions Behaviors

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)Sample Size Response Rate

PretestPosttes

tPretest Posttest

1029 106221%-33%

24%-31%

Variable Definitions - Exposure

Several different measures of exposure included in the survey

1. SEEN ANY MESSAGE - Y/N2. UNAIDED MESSAGE RECALL - Y/N3. HOW MANY MESSAGES - 0,1,2,3,44. ANY SPECIFIC ADVERTISEMENTS – Y/N5. HOW MANY ADVERTISEMENTS –

0,1,2,3,4

6. HOW OFTEN SEE CAMPAIGN – 0-9

Variable Definitions – Perceived Effectiveness

1. RATING 0-10How would you rate the advertisement on a

scale of 0 to 10,

2. LIKING 0-10How much did you like the advertisement?

3. FEELING 0-10How did the advertisement make you feel

about the tobacco industry?

Variable Definitions – Attitudes

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

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?

• >0 - Smoker = 1;• 0 - Smoker = 0.

Results- Exposure to the campaign

Youth Pretest

Youth Posttest

Seen any messages 71% 88%*

Unaided message recall 36%

How many messages 1.37 2.42*

Any specific advertisements

95%

How many advertisements

2.28

How often see campaign 7.55

Rating 7.68

Liking 7.23

Feeling 7.54

Results- Beliefs and attitudes related to campaign

messagesSecondhand Smoke Kills

Youth Pretest

Youth Posttest

Secondhand smoke kills people 83% 94%*

Breathing smoke from someone else’s cigarette is harmful

97% 97%

Secondhand smoke is dangerous to nonsmokers

95% 97%

Secondhand smoke is not as dangerous as people make it out to be

88% 86%

Results- Beliefs and attitudes related to campaign

messagesNicotine is addictive/Tobacco is Deadly

Youth Pretest

Youth Posttest

Smoking is addictive 98% 99%

Nicotine is physically addictive 96% 97%

Tobacco is a deadly product in any form

93% 96%

Tobacco is a dangerous product 98% 97%

Youth Pretest

Youth Postte

st

Tobacco companies fool young people into believing smoking is okay

79% 87%*

Tobacco companies specifically try to get young people to start smoking

76% 87%*

Tobacco companies don’t care who or how many people are injured or killed by tobacco products

86% 89%

Tobacco companies encourage people to start smoking

85% 92%*

Tobacco companies use deceptive practices to get people hooked on smoking

83% 90%

Results- Beliefs and attitudes related to campaign messages

Tobacco companies lie

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

Youth Pretest

Youth Postte

st

Intention to start smoking 0-3 .55 .46

Ever tried smoking? 34% 28%

Smoking prevalence 11% 11%

Results- Intentions and behaviors

B

Seen any messages 0.13*

Unaided message recall

How many messages 0.02*

Any specific advertisements

How many advertisements 0.05*

How often see campaign 0.03*

Rating 0.05*

Liking 0.04*

Feeling 0.04*

Results- Relationship between campaign exposure and attitudes

B

Seen any messages

Unaided message recall

How many messages

Any specific advertisements

How many advertisements

How often see campaign

Rating -0.03*

Liking -0.02*

Feeling -0.01*

Results- Relationship between campaign exposure and intentions

Tried Any Cigarettes

OR

Seen any messages

Unaided message recall

How many messages

Any specific advertisements

How many advertisements

How often see campaign

Rating

Liking

Feeling 0.915*

Results- Relationship between campaign exposure and behaviors

Current Smoker

OR

Seen any messages 0.333*

Unaided message recall

How many messages 0.762*

Any specific advertisements

How many advertisements

How often see campaign

Rating

Liking 0.837*

Feeling 0.823*

Results- Relationship between campaign exposure and behaviors

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.

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

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

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

Trailer slide

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