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Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M Riemer Ann Christiansen D. Paul Moberg David Ahrens

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Page 1: Wisconsin’s Statewide Youth Media Campaign: What Happened After Less Than One Year? University of Wisconsin Monitoring and Evaluation Program Amanda M

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Trailer slide

• 24 slides x 1 set = 24 slides• Monitoring and Evaluation (WTCB)• Erich Mussak 265-9931• Set 3 of 3 in order.