Titre : | Reach, Receptivity, And Beliefs Associated With the Fresh Empire Campaign to Prevent and Reduce Cigarette Use Among Youth in the United States (2022) |
Auteurs : | Jamie Guillory, Membre de l'équipe de recherche ; Laurel Curry, Membre de l'équipe de recherche ; Matthew Farrelly, Membre de l'équipe de recherche ; Amy Henes, Membre de l'équipe de recherche |
Type de document : | Article : texte imprimé |
Dans : | American Journal of Health Promotion (Vol. 36, n°5, June 2022) |
Article en page(s) : | pp. 789-800 |
Langues: | Anglais |
Catégories : | |
Résumé : |
"Purpose
To determine the association between exposure to FDA’s Fresh Empire tobacco public education campaign and tobacco-related beliefs. Design Repeated cross-sectional data collection design with embedded longitudinal cohort over six data collection waves. Setting 30 US evaluation markets. Sample Hip Hop peer crowd-identified US youth aged 12–18 (N = 5,378). Measures Self-reported brand and video ad awareness (saw any ad at least sometimes) and perceived effectiveness (1–5 scale) to describe campaign awareness and receptivity. Exogenous exposure was measured using population-adjusted broadcast and digital video impressions. Tobacco-related beliefs included beliefs about smoking risks, attitudes towards tobacco-free people and lifestyles, and normative beliefs about smoking. Analysis Descriptive analyses of awareness, receptivity, and agreement with tobacco-related beliefs. Logistic regression models to determine the relationship between broadcast and digital video impressions and beliefs. Intervention Fresh Empire campaign. Results The campaign generated a high level of reach (71% brand and 66% video ad awareness at final wave) and messages were well-received (across waves 3.5–4.1 mean perceived effectiveness scores). Higher broadcast television exposure was associated with increased agreement with five beliefs related to addiction/control, being a bad influence on family/friends, and cosmetic effects of smoking (breath and attractiveness) (ORs = 1.16–1.27, (Ps < .05)). Conclusion Fresh Empire successfully reached and resonated with Hip Hop-identified youth. The campaign was associated with a limited number of targeted beliefs." |
Catalogueur : | RESOdoc |
En ligne : | https://journals.sagepub.com/doi/full/10.1177/08901171211069991 |
Exemplaires (1)
Cote | Code-barres | Support | Localisation | Disponibilité |
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RESO A.19 | RE65682376 | Bulletin | RESOdoc | Consultation sur place Disponible |