Titre :
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Increasing Youths'Exposure to a Tobacco Prevention Media Campaign in Rural and Low-Population-Density Communities. (2009)
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Auteurs :
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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
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Type de document :
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Article
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Dans :
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American journal of public health (vol. 99, n° 12, 2009)
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Pagination :
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2210-2216
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Langues:
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Anglais
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Mots-clés :
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Adolescent
;
Exposition
;
Tabac
;
Prévention santé
;
Média
;
Milieu rural
;
Densité population
;
Communauté
;
Homme
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Résumé :
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[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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