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Int. J. Environ. Res. Public Health 2017, 14(1), 42; doi:10.3390/ijerph14010042

Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study

1
Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, NC 27599, USA
2
School of Media and Journalism, University of North Carolina, Chapel Hill, NC 27599, USA
3
Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, NC 27599, USA
4
RTI International, Research Triangle Park, NC 27709, USA
5
Department of Family Medicine, University of North Carolina, Chapel Hill, NC 27599, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Paul B. Tchounwou
Received: 20 October 2016 / Accepted: 30 November 2016 / Published: 4 January 2017
(This article belongs to the Section Global Health)
View Full-Text   |   Download PDF [277 KB, uploaded 4 January 2017]

Abstract

The Food and Drug Administration’s (FDA) The Real Cost campaign advertisements (ads) have targeted U.S. youth with messages designed to prevent and reduce tobacco use. This study examined exposure to The Real Cost campaign, including ad and slogan recall, and associations with attitudes and risk perceptions among U.S. adolescents. We analyzed data from a nationally representative sample of adolescents aged 13 to 17 years (n = 1125) surveyed by phone from October 2014 to June 2015. We assessed aided recall of and attitudes toward four campaign ads and the one slogan. Logistic regression models assessed whether aided recall of The Real Cost ads or slogan was associated with perceived likelihood of serious health consequences of cigarette smoking. Most (88%) adolescents reported seeing or hearing at least one of four ads for The Real Cost, and 54% recalled The Real Cost slogan. The majority of adolescents reported more negative attitudes toward tobacco products after seeing or hearing the ads. Recall of any The Real Cost ad was significantly associated with greater perceptions of serious health consequences of cigarette smoking (Adjusted Odd Ratios (AOR) = 5.58, 95% Confidence Interval (CI) = 1.20–25.90). The FDA’s The Real Cost campaign has achieved very high reach and is associated with more negative attitudes toward tobacco products and greater risk perceptions of cigarette smoking among U.S. adolescents. View Full-Text
Keywords: smoking and tobacco use; health communication; media; outcome evaluation; health promotion smoking and tobacco use; health communication; media; outcome evaluation; health promotion
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Huang, L.-L.; Lazard, A.J.; Pepper, J.K.; Noar, S.M.; Ranney, L.M.; Goldstein, A.O. Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study. Int. J. Environ. Res. Public Health 2017, 14, 42.

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Int. J. Environ. Res. Public Health EISSN 1660-4601 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
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