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February 2004, Vol 94, No. 2 | American Journal of Public Health 255-257
© 2004 American Public Health Association

RESEARCH AND PRACTICE

Confirming "truth": More Evidence of a Successful Tobacco Countermarketing Campaign in Florida

Jeff Niederdeppe, MA, Matthew C. Farrelly, PhD and M. Lyndon Haviland, DrPH

Jeff Niederdeppe and Matthew C. Farrelly are with RTI International, Research Triangle Park, NC. M. Lyndon Haviland is with the American Legacy Foundation, Washington, DC.

Correspondence: Requests for reprints should be sent to Jeff Niederdeppe, MA, RTI International, 3040 Cornwallis Rd, Research Triangle Park, NC 27612 (e-mail: jniederdeppe{at}rti.org).

This study provides additional evidence that Florida’s "truth" tobacco countermarketing campaign was successful in reducing smoking among Florida teens. Smoking rates were substantially lower among Florida teens between fall 2001 and spring 2002, whereas previous studies found that smoking rates were comparable before the launch of "truth." Florida teens had higher levels of "truth" campaign awareness and were more likely to agree with campaign-targeted beliefs; 2 of these beliefs were the only items associated with current smoking.




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