Evidence of the Impact of the truth FinishIt Campaign

Abstract

Findings from this study confirm that a carefully designed anti-tobacco public education campaign aimed at youth and young adults is a key population-level intervention within the context of an expanding tobacco product landscape and a cluttered media environment. As tobacco use patterns shift and new products emerge, evidence-based public education campaigns can play a central role in helping the next generation to reject tobacco. Public education mass media campaigns are a key component to changing tobacco use attitudes and behavior, particularly among youth and young adults.

Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology

“…Self-reported ad recall was assessed using a measure similar to those in other recent campaign evaluations [10,13,15]. Participants were presented a collage of screenshots from the ads aired during the fielding period and asked for a response to the following item: "These pictures are from multiple ads.…”

“…The impact of these anti-tobacco campaigns has been established by evaluation studies that examine the relationship between campaign exposure and changes in anti-tobacco knowledge, attitudes, beliefs, and tobacco use behavior [7][8][9][10][11][12][13][14][15]. Critical to the success of these campaigns is sufficient exposure to campaign messages in order demonstrate a population-level effect.…”

“…Alternatively, subjective, endogenous measures of campaign exposure, such as self-reported ad recall, are also commonly used in campaign evaluation [12][13][14][15]. One strength of self-reported measures is that they assess exposure at the individual level, allowing for exposure and outcomes to be measured in the same population [22].…”

“…Evaluations of the national anti-tobacco mass media campaign, truth ® , have used both self-reported and objective (GRP) measures of campaign exposure to establish its effectiveness in changing tobacco-related knowledge, attitudes, and behaviors [7,13,15,[31][32][33] However, the penetration and reach of digital communication platforms require a focused effort on examining how and to what extent traditional measures of exposure perform in this new landscape. The objective of this study was to utilize cookie technology to examine the association between a subjective measure of exposure to digital truth campaign ads (self-reported ad recall) and an objective measure of ad exposure (individual digital impressions).…”

Impact of e-cigarette and cigarette prices on youth and young adult e-cigarette and cigarette behaviour: evidence from a national longitudinal cohort

“…For example, large national antismoking campaigns targeting youth, young adults and adults ran during this time period. Evidence indicates these campaigns successfully reduced smoking among all age groups,29–36 and may have also indirectly impacted smoking-related social norms through parental and peer effects and smoking denormalisation 30 37–41. These factors may have masked the relationship between price and rate of smoking.…”