title: An evaluation of a social norms marketing project for tobacco prevention with middle, high, and college students; use of funds from the Tobacco Master Settlement (Virginia).
abstract: The Anti-Tobacco Media Blitz (ATMB), a social-norms marketing program, was utilized for tobacco prevention with middle and high school students. University students assisted middle and high school students with the implementation of this campaign, which included a variety of media. Students worked in teams to design, develop, and evaluate tobacco-free messages through posters, radio, television, and peer-led activities. Evaluation of the campaign was constant and included assessment of message retention and demonstration of positive behaviors. This article discusses the procedures of this project, the five-step social norms marketing model, with emphasis on the student-centered evaluation and results.
authors.affiliation: Department of Health Sciences, James Madison University, Harrisonburg, Virginia 22807, USA. martinjm@jmu.edu
authors.forename: Jeanne
authors.initials: J
authors.lastname: Martino-McAllister
authors.forename: Maria Theresa
authors.initials: MT
authors.lastname: Wessel
mesh_terms: D000293:Adolescent; D000328:Adult; D005260:Female; D006293:Health Promotion / Q000379:methods / Q000458:organization & administration*; D006801:Humans; D008297:Male; D040541:Marketing / Q000379:methods / Q000458:organization & administration*; D015397:Program Evaluation; D000074606:Smoking Prevention; D012931:Social Environment; D013334:Students; D014768:Virginia