Impact Data - Truth Anti-Smoking Campaign - Florida, USA
Date
Practices
According to the second Florida Youth Tobacco Survey (FYTS) conducted in February 1999, over the course of the calendar year between 1998 and 1999, the number of middle and high school teens defined as "current smokers" declined by 19.4 percent and 8.0 percent respectively.
Twenty-nine thousand Florida teens made the decision to not smoke during that time period, ten thousand of whom would likely have continued smoking and died early as a result. The Centers for Disease Control and Prevention (CDC) stated that this decrease represented "the largest annual reported decline observed in this nation since 1980."
Twenty-nine thousand Florida teens made the decision to not smoke during that time period, ten thousand of whom would likely have continued smoking and died early as a result. The Centers for Disease Control and Prevention (CDC) stated that this decrease represented "the largest annual reported decline observed in this nation since 1980."
Attitudes
The FAME survey also tested changes in attitude among the campaign's target audience and found that the percentage of teens agreeing with certain negative statements about smoking had risen by 15 percent since baseline data was gathered the previous April.
Follow-up surveys show that non-smoking teens who refrained from smoking through the duration of the campaign were 2.3 times more likely to say they had been influenced by the campaign's message that tobacco companies were trying to manipulate them. The campaign attracted more than 10,000 middle and high school teens to join and participate in the pilot programme's youth advocacy organisation SWAT.
Follow-up surveys show that non-smoking teens who refrained from smoking through the duration of the campaign were 2.3 times more likely to say they had been influenced by the campaign's message that tobacco companies were trying to manipulate them. The campaign attracted more than 10,000 middle and high school teens to join and participate in the pilot programme's youth advocacy organisation SWAT.
Access
In September of 1998, the Florida Anti-Tobacco Media Evaluation (FAME) was conducted through a comprehensive telephone survey testing the confirmed awareness of the campaign and its paid media advertisements among Florida teens ages 12-17. The initial goal for the programme was to achieve a confirmed level of awareness of 85 percent by the time the test was conducted. Results of the survey showed that the "Truth" programme, only five months into its marketing campaign, had surpassed its goal and achieved a brand awareness of 92 percent.
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