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Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year?

Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year?. University of Wisconsin Monitoring and Evaluation Program Amanda M Riemer Ann Christiansen D. Paul Moberg David Ahrens. Acknowledgements. Monitoring and Evaluation Program Pat Remington, Paul Peppard

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Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year?

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  1. Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M Riemer Ann Christiansen D. Paul Moberg David Ahrens

  2. 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

  3. 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

  4. 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

  5. Attitudes and Beliefs Behaviors Awareness Intentions Background • Model used to evaluate the campaign.

  6. 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)

  7. Variable Definitions - Exposure Several different measures of exposure included in the survey • SEEN ANY MESSAGE - Y/N • UNAIDED MESSAGE RECALL - Y/N • HOW MANY MESSAGES - 0,1,2,3,4 • ANY SPECIFIC ADVERTISEMENTS – Y/N • HOW MANY ADVERTISEMENTS – 0,1,2,3,4 • HOW OFTEN SEE CAMPAIGN – 0-9

  8. Variable Definitions – Perceived Effectiveness • RATING 0-10 How would you rate the advertisement on a scale of 0 to 10, • LIKING 0-10 How much did you like the advertisement? • FEELING 0-10 How did the advertisement make you feel about the tobacco industry?

  9. Variable Definitions – Attitudes Thirteen anti-tobacco attitudes were combined into one 0 – 3 scale

  10. 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.

  11. Results- Exposure to the campaign

  12. Results- Beliefs and attitudes related to campaign messages Secondhand Smoke Kills

  13. Results- Beliefs and attitudes related to campaign messages Nicotine is addictive/Tobacco is Deadly

  14. Results- Beliefs and attitudes related to campaign messages Tobacco companies lie

  15. 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

  16. Results- Intentions and behaviors

  17. Results- Relationship between campaign exposure and attitudes

  18. Results- Relationship between campaign exposure and intentions

  19. Results- Relationship between campaign exposure and behaviors

  20. Results- Relationship between campaign exposure and behaviors

  21. 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.

  22. 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

  23. 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

  24. 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

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

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