N.C.’s TRU Media Campaign The Good, The Bad and the …… ………Future Adam O. Goldstein, MD, MPH Director, UNC Tobacco Prevention & Evaluation Program

The Good…… Ever tried cigarette smoking, even 1 or 2 puffs* Smoking susceptibility (non-smokers only)* Susceptible Non-susceptible

The Good……..

TRU ads and slogans are reaching youth who are at higher risk for tobacco use. o Youth who engage in sensation seeking behaviors are significantly more likely to be aware of ads from the TRU media campaign and to recognize the Tobacco.Reality.Unfiltered. slogan.

The Good…….. The 2009 TRU media evaluation shows that the TRU media campaign, as currently constructed and executed, remains an integral and successful component of North Carolina’s teen tobacco prevention initiative. The TRU campaign has reached record levels of campaign awareness, appears well received by youth, and is preferentially reaching those North Carolina youth at highest risk for future tobacco use. The campaign, combined with state, school and community policies (i.e., increased state excise tax, tobacco-free schools legislation, and community coalition activities), is playing a substantial role in the historically low levels of tobacco use seen among North Carolina middle and high school youth in recent surveys.

The Good…. CDC national data – #4 youth exposures – #12 adult exposures

The Good…….. Increased funding over time Effective Reaching adults too HWTF leadership – Funding – Evaluation – Policy shs & tfs’s.

The Bad…... A sole youth focus limits impact Lack of continuous exposure + start/stop have hurt campaign Difficulty in finding stories should not be rate limiting

The Future ……….. Continuous presence Continue successful themes & Evaluation Integrate message to adults Cautious pilots with policy change (e.g. parks, fairs, etc.) Branding Social media & relationships/sponsorships

The Future ………..

The End …….