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Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign

In 2014, the Food and Drug Administration (FDA) launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findi...

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Autores principales: Duke, Jennifer C., Alexander, Tesfa N., Zhao, Xiaoquan, Delahanty, Janine C., Allen, Jane A., MacMonegle, Anna J., Farrelly, Matthew C.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2015
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4682984/
https://www.ncbi.nlm.nih.gov/pubmed/26679504
http://dx.doi.org/10.1371/journal.pone.0144827
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author Duke, Jennifer C.
Alexander, Tesfa N.
Zhao, Xiaoquan
Delahanty, Janine C.
Allen, Jane A.
MacMonegle, Anna J.
Farrelly, Matthew C.
author_facet Duke, Jennifer C.
Alexander, Tesfa N.
Zhao, Xiaoquan
Delahanty, Janine C.
Allen, Jane A.
MacMonegle, Anna J.
Farrelly, Matthew C.
author_sort Duke, Jennifer C.
collection PubMed
description In 2014, the Food and Drug Administration (FDA) launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers) and youth who have previously experimented with smoking (experimenters) to reassess what they know about the “costs” of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign’s two targeted audiences: susceptible nonsmokers (90.5%) and experimenters (94.6%). Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0). High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns.
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spelling pubmed-46829842015-12-31 Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign Duke, Jennifer C. Alexander, Tesfa N. Zhao, Xiaoquan Delahanty, Janine C. Allen, Jane A. MacMonegle, Anna J. Farrelly, Matthew C. PLoS One Research Article In 2014, the Food and Drug Administration (FDA) launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers) and youth who have previously experimented with smoking (experimenters) to reassess what they know about the “costs” of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign’s two targeted audiences: susceptible nonsmokers (90.5%) and experimenters (94.6%). Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0). High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns. Public Library of Science 2015-12-17 /pmc/articles/PMC4682984/ /pubmed/26679504 http://dx.doi.org/10.1371/journal.pone.0144827 Text en https://creativecommons.org/publicdomain/zero/1.0/ This is an open-access article distributed under the terms of the Creative Commons Public Domain declaration, which stipulates that, once placed in the public domain, this work may be freely reproduced, distributed, transmitted, modified, built upon, or otherwise used by anyone for any lawful purpose.
spellingShingle Research Article
Duke, Jennifer C.
Alexander, Tesfa N.
Zhao, Xiaoquan
Delahanty, Janine C.
Allen, Jane A.
MacMonegle, Anna J.
Farrelly, Matthew C.
Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign
title Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign
title_full Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign
title_fullStr Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign
title_full_unstemmed Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign
title_short Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign
title_sort youth's awareness of and reactions to the real cost national tobacco public education campaign
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4682984/
https://www.ncbi.nlm.nih.gov/pubmed/26679504
http://dx.doi.org/10.1371/journal.pone.0144827
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