title: Evidence for a young adult-targeted tobacco control campaign stimulating cessation-related responses among adult smokers and recent quitters.
abstract: OBJECTIVE
  Young adults are an important group for tobacco control interventions because of their high smoking prevalence. In 2014, New Zealand launched a young adult-targeted tobacco control campaign: 'Stop Before You Start'. The evaluation undertaken with young adults (aged 18 to 24 years) showed that the campaign exerted positive impacts on this age group. This study aimed to investigate the collateral effects of this campaign on older adults.
  
  
  METHODS
  Data were collected from a fortnightly survey of adult smokers and recent quitters, where respondents were maintained on a panel and interviewed every fortnight, up to six times. This paper reports on data collected over three consecutive fortnights (540 interviews). Ten measures were used to assess campaign effectiveness (eg, felt regret, tried to quit).
  
  
  RESULTS
  After adjusting for recent quit attempt status and socio-demographic characteristics, age differences were not found in any of the outcome variables (aged 25-44 years and 45+ years were compared against 18-24 years).
  
  
  CONCLUSIONS
  Internationally, little is known about the effectiveness of young adult-targeted tobacco control campaigns. Alongside data from the campaign evaluation with young adults, findings from the current study suggest that this young adult-targeted campaign also created a desirable impact on older adults.
authors.affiliation: Research and Evaluation Unit, Health Promotion Agency, PO Box 2142, Wellington 6140, New Zealand. j.li@hpa.org.nz.
authors.forename: Judy
authors.initials: J
authors.lastname: Li
authors.forename: Hayley
authors.initials: H
authors.lastname: Guiney
authors.forename: Darren
authors.initials: D
authors.lastname: Walton
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D005260:Female; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D008875:Middle Aged; D009042:Motivation; D009520:New Zealand; D015397:Program Evaluation; D016540:Smoking Cessation / Q000523:psychology* / Q000706:statistics & numerical data*; D000074606:Smoking Prevention; D011795:Surveys and Questionnaires; D013690:Television; D055815:Young Adult