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

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

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

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

Background Model used to evaluate the campaign. Awareness Attitudes and Beliefs Intentions Behaviors

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 SizeResponse Rate PretestPosttestPretestPosttest %-33%24%-31%

Variable Definitions - Exposure Several different measures of exposure included in the survey 1.SEEN ANY MESSAGE - Y/N 2.UNAIDED MESSAGE RECALL - Y/N 3.HOW MANY MESSAGES - 0,1,2,3,4 4.ANY SPECIFIC ADVERTISEMENTS – Y/N 5.HOW MANY ADVERTISEMENTS – 0,1,2,3,4 6.HOW OFTEN SEE CAMPAIGN – 0-9

Variable Definitions – Perceived Effectiveness 1.RATING 0-10 How would you rate the advertisement on a scale of 0 to 10, 2.LIKING 0-10 How much did you like the advertisement? 3.FEELING 0-10 How did the advertisement make you feel about the tobacco industry?

Variable Definitions – Attitudes Thirteen anti-tobacco attitudes were combined into one 0 – 3 scale

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.

Results- Exposure to the campaign Youth PretestYouth Posttest Seen any messages 71%88%* Unaided message recall 36% How many messages * Any specific advertisements 95% How many advertisements 2.28 How often see campaign 7.55 Rating 7.68 Liking 7.23 Feeling 7.54

Results- Beliefs and attitudes related to campaign messages Secondhand Smoke Kills Youth Pretest Youth Posttest Secondhand smoke kills people 83%94%* Breathing smoke from someone else’s cigarette is harmful 97% Secondhand smoke is dangerous to nonsmokers 95%97% Secondhand smoke is not as dangerous as people make it out to be 88%86%

Results- Beliefs and attitudes related to campaign messages Nicotine is addictive/Tobacco is Deadly Youth Pretest Youth Posttest Smoking is addictive98%99% Nicotine is physically addictive96%97% Tobacco is a deadly product in any form 93%96% Tobacco is a dangerous product 98%97%

Youth Pretest Youth Posttest 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

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

Youth Pretest Youth Posttest Intention to start smoking Ever tried smoking?34%28% Smoking prevalence11% Results- Intentions and behaviors

B Seen any messages0.13* Unaided message recall How many messages0.02* Any specific advertisements How many advertisements0.05* How often see campaign0.03* Rating0.05* Liking0.04* Feeling0.04* Results- Relationship between campaign exposure and attitudes

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

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 Feeling0.915* Results- Relationship between campaign exposure and behaviors

Current Smoker OR Seen any messages0.333* Unaided message recall How many messages0.762* Any specific advertisements How many advertisements How often see campaign Rating Liking0.837* Feeling0.823* Results- Relationship between campaign exposure and behaviors

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.

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

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

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

Trailer slide 24 slides x 1 set = 24 slides Monitoring and Evaluation (WTCB) Erich Mussak Set 3 of 3 in order.