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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.