| Titre : | Increasing Youths'Exposure to a Tobacco Prevention Media Campaign in Rural and Low-Population-Density Communities. (2009) |
| Auteurs : | Jennifer-C DUKE ; Jane-A ALLEN ; Eric-T ASCHE ; Jennifer CULLEN ; Nicole DORRLER ; . HAIJUN XIAO ; Cheryl HEALTON ; MOWERY (Paul-D) : USA. Biostatistics Inc. Atlanta. GA. ; Donna-M VALLONE |
| Type de document : | Article |
| Dans : | American journal of public health (vol. 99, n° 12, 2009) |
| Pagination : | 2210-2216 |
| Langues: | Anglais |
| Mots-clés : | Adolescent ; Exposition ; Tabac ; Prévention santé ; Média ; Milieu rural ; Densité population ; Communauté ; Homme |
| Résumé : | [BDSP. Notice produite par INIST-CNRS qR0x7nsn. Diffusion soumise à autorisation]. Objectives. We examined the effectiveness of a program to increase exposure to national "truth" tobacco countermarketing messages among youths in rural and low-population-density communities. Methods. A longitudinal survey of 2618 youths aged 12 to 17 years was conducted over 5 months in 8 media markets receiving supplemental advertising and 8 comparison markets receiving less than the national average of "truth" messages. Results. Confirmed awareness of "truth" increased from 40% to 71% among youths in treatment markets while remaining stable in comparison markets. Over 35% of all youths who were unaware of the campaign at baseline became aware of it as a direct result of the increased advertising. Youths living in rural and low-population-density communities were receptive to the campaign's messages. Conclusions. Through purchase of airtime in local broadcast media, the reach of a national tobacco countermarketing campaign was expanded among youths living in rural and low-population-density areas. This strategy of augmenting delivery of nationally broadcast antitobacco ads can serve as a model for leveraging limited tobacco control resources to increase the impact of evidence-based tobacco prevention campaigns. |
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