Mass media interventions to reduce youth smoking prevalence.
BACKGROUND
Mass media interventions for reduction of youth cigarette smoking have been recommended based on a broad array of evidence, although few randomized community trials have been reported.


METHODS
Four matched pairs of independent media markets were identified; one member of each pair was randomized to receive the intervention. School surveys were conducted in all markets, in 2001 before (n=19,966) and in 2005 after (n=23,246) the interventions were completed.


METHODS
Grade 7-12 students from public schools in these eight medium-sized metropolitan areas participated in the summative evaluations; Grades 4-12 students were targeted to receive mass media interventions in four of these markets.


METHODS
Four simultaneous campaigns consisting of specially developed messages based on behavioral theory and targeted to defined age groups of racially and ethnically diverse young people were placed in popular TV, cable, and radio programming using purchased time for 4 years.


METHODS
Prevalence of youth smoking and psychosocial mediators of smoking.


RESULTS
No significant impacts of these interventions on smoking behaviors or mediators were found for the overall samples. A positive effect was found for one mediator in subgroups. Among Hispanic participants a marginally favorable effect on smoking prevalence and significant effects on mediators were found. General awareness of smoking prevention TV messages was slightly higher over time in the intervention areas.


CONCLUSIONS
Mass media interventions alone were unable to induce an incremental difference in youth smoking prevalence, probably because of a relatively strong tobacco control environment that included a substantial national smoking prevention media campaign.
Flynn
Brian S
BS
Office of Health Promotion Research, College of Medicine, University of Vermont, Burlington, Vermont 05401, USA. rian.Flynn@uvm.edu
Worden
John K
JK
Bunn
Janice Yanushka
JY
Solomon
Laura J
LJ
Ashikaga
Takamaru
T
Connolly
Scott W
SW
Ramirez
Amelie G
AG
D000293:Adolescent; D000367:Age Factors; D001364:Awareness; D003625:Data Collection; D005006:Ethnicity / Q000523:psychology; D005260:Female; D006293:Health Promotion / Q000379:methods; D006630:Hispanic or Latino / Q000523:psychology; D006801:Humans; D008297:Male; D008402:Mass Media; D015995:Prevalence; D012574:Schools; D012907:Smoking / Q000453:epidemiology; D016540:Smoking Cessation / Q000379:methods*; D000074606:Smoking Prevention; D013334:Students / Q000523:psychology; D013997:Time Factors; D014481:United States / Q000453:epidemiology