Getting to the truth: evaluating national tobacco countermarketing campaigns.
OBJECTIVE
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.
Farrelly
Matthew C
MC
Research Triangle Institute, Research Triangle Park, NC 27709, USA. mcf@rti.org
Healton
Cheryl G
CG
Davis
Kevin C
KC
Messeri
Peter
P
Hersey
James C
JC
Haviland
M Lyndon
ML
D000293:Adolescent; D000329:Advertising / Q000379:methods*; D002648:Child; D003625:Data Collection; D008192:Deception; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D016015:Logistic Models; D008402:Mass Media; D015999:Multivariate Analysis; D010565:Persuasive Communication; D000297:Psychology, Adolescent / Q000706:statistics & numerical data*; D011634:Public Health; D012907:Smoking / Q000523:psychology*; D000074606:Smoking Prevention; D019460:Tobacco Industry / Q000379:methods* / Q000592:standards / Q000706:statistics & numerical data; D014481:United States