Getting to the truth: evaluating national tobacco countermarketing campaigns.
Level 3 - non-randomized controlled study
Repeated cross-sectional observational survey evaluation
PubMed 12036775 · doi:10.2105/ajph.92.6.901
What was done
The study evaluated the effects of two national tobacco countermarketing campaigns—the American Legacy Foundation's "truth" campaign and Philip Morris's "Think. Don't Smoke" campaign—on tobacco-related attitudes, beliefs, and intentions among adolescents aged 12 to 17 years. Researchers analyzed data from two telephone surveys (a baseline survey before the "truth" campaign launched and a follow-up survey 10 months later) using multivariate logistic regression models.
What was found
The abstract reports no numerical data, effect sizes, or confidence intervals. Directionally, exposure to "truth" advertisements was consistently associated with an increase in anti-tobacco attitudes and beliefs. Exposure to Philip Morris advertisements was generally not associated with anti-tobacco beliefs, and exposed youths were more likely to be open to smoking.
Why it matters
This evaluation highlights that countermarketing message design and sponsorship matter, showing that industry-sponsored anti-smoking campaigns may be counterproductive compared to public health campaigns.
Limits
The abstract provides no sample size, statistical values, or confidence intervals. As an observational telephone survey design, it is susceptible to self-report bias, unmeasured confounding, and evaluated attitudes and intentions rather than verified long-term smoking behavior.
Cited by
- supports Anti-tobacco campaigns focusing on health risks like lung cancer were ineffective at reducing youth smoking, whereas counter-marketing campaigns exposing tobacco industry manipulation significantly reduced youth smoking.