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FORUM ON YOUTH SMOKING |
Matthew C. Farrelly and Kevin C. Davis are with Research Triangle Institute, Research Triangle Park, NC. Cheryl G. Healton, Peter Messeri, and M. Lyndon Haviland are with the American Legacy Foundation, Washington, DC. James C. Hersey is with Research Triangle Institute, Washington, DC.
Correspondence: Requests for reprints should be sent to Matthew C. Farrelly, PhD, Research Triangle Institute, 3040 Cornwallis Rd, PO Box 12194, Research Triangle Park, NC 27709 (e-mail: mcf{at}rti.org).
Objectives. This study examines how the American Legacy Foundation's "truth" campaign and Philip Morris's "Think. Don't Smoke" campaign have influenced youths' attitudes, beliefs, and intentions toward tobacco.
Methods. We analyzed 2 telephone surveys of 12- to 17-year-olds with multivariate logistic regressions: a baseline survey conducted before the launch of "truth" and a second survey 10 months into the "truth" campaign.
Results. Exposure to "truth" countermarketing advertisements was consistently associated with an increase in anti-tobacco attitudes and beliefs, whereas exposure to Philip Morris advertisements generally was not. In addition, those exposed to Philip Morris advertisements were more likely to be open to the idea of smoking.
Conclusions. Whereas exposure to the "truth" campaign positively changed youths' attitudes toward tobacco, the Philip Morris campaign had a counterproductive influence. (Am J Public Health. 2002;92:901–907)
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