title: Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign.
abstract: The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.
authors.affiliation: Bureau of Epidemiology, Florida Department of Health, Tallahassee, USA.
authors.forename: D
authors.initials: D
authors.lastname: Zucker
authors.forename: R S
authors.initials: RS
authors.lastname: Hopkins
authors.forename: D F
authors.initials: DF
authors.lastname: Sly
authors.forename: J
authors.initials: J
authors.lastname: Urich
authors.forename: J M
authors.initials: JM
authors.lastname: Kershaw
authors.forename: S
authors.initials: S
authors.lastname: Solari
mesh_terms: D000293:Adolescent; D000329:Advertising; D001294:Attitude to Health; D005431:Florida / Q000453:epidemiology; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D015397:Program Evaluation; D012907:Smoking / Q000453:epidemiology; D000074606:Smoking Prevention; D011795:Surveys and Questionnaires; D019460:Tobacco Industry; D014342:Truth Disclosure