wisconsin’s statewide youth media campaign: what happened after less than one year? university of...
TRANSCRIPT
![Page 1: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/1.jpg)
Wisconsin’s Statewide Youth Media Campaign:
What Happened After Less Than One Year?
University of Wisconsin Monitoring and Evaluation Program
Amanda M RiemerAnn Christiansen
D. Paul MobergDavid Ahrens
![Page 2: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/2.jpg)
Acknowledgements
• Monitoring and Evaluation Program– Pat Remington, Paul Peppard
• Wisconsin Tobacco Control Board– David Gunderson, Earnestine Willis
• BVK– Anne Wilbur, Craig Gagnon
• Market Strategies– Darren Maloney
• Marquette University– Craig Andrews
![Page 3: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/3.jpg)
Objectives
• To provide you with a framework for assessing short, intermediate and long-term goals associated with a statewide youth media campaign
• Explore different measures of campaign exposure and their relationships to attitudes, beliefs and behaviors
![Page 4: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/4.jpg)
Background• In 2001, the Wisconsin Tobacco
Control Board allocated $6.5 million for a statewide anti-tobacco, counter-marketing media campaign.
• Three major focus messages:– Secondhand smoke kills– Nicotine is addictive/tobacco is deadly– Tobacco companies lie
![Page 5: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/5.jpg)
Background• Model used to evaluate the
campaign.
Awareness Attitudes and
Beliefs
Intentions Behaviors
![Page 6: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/6.jpg)
Methods - Overview• Pretest and Posttest telephone
surveys – Vendor list of statewide youth (12-18 years
old)– Oversample of African American youth (12 –
18 years old)Sample Size Response Rate
PretestPosttes
tPretest Posttest
1029 106221%-33%
24%-31%
![Page 7: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/7.jpg)
Variable Definitions - Exposure
Several different measures of exposure included in the survey
1. SEEN ANY MESSAGE - Y/N2. UNAIDED MESSAGE RECALL - Y/N3. HOW MANY MESSAGES - 0,1,2,3,44. ANY SPECIFIC ADVERTISEMENTS – Y/N5. HOW MANY ADVERTISEMENTS –
0,1,2,3,4
6. HOW OFTEN SEE CAMPAIGN – 0-9
![Page 8: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/8.jpg)
Variable Definitions – Perceived Effectiveness
1. RATING 0-10How would you rate the advertisement on a
scale of 0 to 10,
2. LIKING 0-10How much did you like the advertisement?
3. FEELING 0-10How did the advertisement make you feel
about the tobacco industry?
![Page 9: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/9.jpg)
Variable Definitions – Attitudes
Thirteen anti-tobacco attitudes were combined into one 0 – 3 scale
![Page 10: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/10.jpg)
Variable Definitions – Intentions and Behaviors
• Four measures of intention to start smoking were averaged into a 0 – 3 scale
• Two measures of smoking behaviors– Have you ever tried cigarette smoking, even one or two
puffs? • Yes/No
– During the past thirty days, on how many days did you smoke cigarettes?
• >0 - Smoker = 1;• 0 - Smoker = 0.
![Page 11: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/11.jpg)
Results- Exposure to the campaign
Youth Pretest
Youth Posttest
Seen any messages 71% 88%*
Unaided message recall 36%
How many messages 1.37 2.42*
Any specific advertisements
95%
How many advertisements
2.28
How often see campaign 7.55
Rating 7.68
Liking 7.23
Feeling 7.54
![Page 12: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/12.jpg)
Results- Beliefs and attitudes related to campaign
messagesSecondhand Smoke Kills
Youth Pretest
Youth Posttest
Secondhand smoke kills people 83% 94%*
Breathing smoke from someone else’s cigarette is harmful
97% 97%
Secondhand smoke is dangerous to nonsmokers
95% 97%
Secondhand smoke is not as dangerous as people make it out to be
88% 86%
![Page 13: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/13.jpg)
Results- Beliefs and attitudes related to campaign
messagesNicotine is addictive/Tobacco is Deadly
Youth Pretest
Youth Posttest
Smoking is addictive 98% 99%
Nicotine is physically addictive 96% 97%
Tobacco is a deadly product in any form
93% 96%
Tobacco is a dangerous product 98% 97%
![Page 14: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/14.jpg)
Youth Pretest
Youth Postte
st
Tobacco companies fool young people into believing smoking is okay
79% 87%*
Tobacco companies specifically try to get young people to start smoking
76% 87%*
Tobacco companies don’t care who or how many people are injured or killed by tobacco products
86% 89%
Tobacco companies encourage people to start smoking
85% 92%*
Tobacco companies use deceptive practices to get people hooked on smoking
83% 90%
Results- Beliefs and attitudes related to campaign messages
Tobacco companies lie
![Page 15: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/15.jpg)
Results- Beliefs and attitudes related to campaign messages
• Indexed scale (0-3) of all thirteen attitudes and beliefs• Pretest mean – 2.21• Posttest mean – 2.27
![Page 16: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/16.jpg)
Youth Pretest
Youth Postte
st
Intention to start smoking 0-3 .55 .46
Ever tried smoking? 34% 28%
Smoking prevalence 11% 11%
Results- Intentions and behaviors
![Page 17: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/17.jpg)
B
Seen any messages 0.13*
Unaided message recall
How many messages 0.02*
Any specific advertisements
How many advertisements 0.05*
How often see campaign 0.03*
Rating 0.05*
Liking 0.04*
Feeling 0.04*
Results- Relationship between campaign exposure and attitudes
![Page 18: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/18.jpg)
B
Seen any messages
Unaided message recall
How many messages
Any specific advertisements
How many advertisements
How often see campaign
Rating -0.03*
Liking -0.02*
Feeling -0.01*
Results- Relationship between campaign exposure and intentions
![Page 19: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/19.jpg)
Tried Any Cigarettes
OR
Seen any messages
Unaided message recall
How many messages
Any specific advertisements
How many advertisements
How often see campaign
Rating
Liking
Feeling 0.915*
Results- Relationship between campaign exposure and behaviors
![Page 20: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/20.jpg)
Current Smoker
OR
Seen any messages 0.333*
Unaided message recall
How many messages 0.762*
Any specific advertisements
How many advertisements
How often see campaign
Rating
Liking 0.837*
Feeling 0.823*
Results- Relationship between campaign exposure and behaviors
![Page 21: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/21.jpg)
Limitations• Two cross sectional surveys used to
measure change. • Weak evaluation design• Will continue to monitor progress with data from
coming years to strengthen design
• Youth data have limited generalizability because sample was from vendor list vs. random digit dial.
• Changes may be attributable to other tobacco control efforts in the state, as well as counter efforts by the tobacco industry.
![Page 22: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/22.jpg)
Results – Relationships between media exposure• Measures of campaign exposure were
associated with stronger anti-tobacco sentiments at the posttest.
• Only perceived effectiveness of advertisements is associated with youth intentions to start smoking and trying a puff of cigarette
• Youth smoking was associated with measures of campaign message awareness, and with perceived effectiveness
![Page 23: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/23.jpg)
Results – overall pretest to posttest change• Youth advertisement exposure and
youth agreement with anti-tobacco attitudes and beliefs increased from pretest to posttest
• Youth intentions to start smoking and the proportion who had ever tried even a puff was slightly, but significantly lower at the posttest
![Page 24: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/24.jpg)
Recommendations• History has shown that a sustained
youth media campaign is an integral part of any comprehensive tobacco control program
• Our data suggest that repeated exposure to a wide range of messages and advertisements tends to have the greatest impact on youth attitudes, beliefs, and behaviors
![Page 25: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M](https://reader036.vdocuments.us/reader036/viewer/2022062309/5697bff61a28abf838cbdf3c/html5/thumbnails/25.jpg)
Trailer slide
• 24 slides x 1 set = 24 slides• Monitoring and Evaluation (WTCB)• Erich Mussak 265-9931• Set 3 of 3 in order.