Abstract
Purpose
To determine the association between exposure to FDA’s Fresh Empire tobacco public education campaign and tobacco-related beliefs.
Design
Repeated cross-sectional data collection design with embedded longitudinal cohort over six data collection waves.
Setting
30 US evaluation markets.
Sample
Hip Hop peer crowd-identified US youth aged 12–18 (N = 5,378).
Measures
Self-reported brand and video ad awareness (saw any ad at least sometimes) and perceived effectiveness (1–5 scale) to describe campaign awareness and receptivity. Exogenous exposure was measured using population-adjusted broadcast and digital video impressions. Tobacco-related beliefs included beliefs about smoking risks, attitudes towards tobacco-free people and lifestyles, and normative beliefs about smoking.
Analysis
Descriptive analyses of awareness, receptivity, and agreement with tobacco-related beliefs. Logistic regression models to determine the relationship between broadcast and digital video impressions and beliefs.
Intervention
Fresh Empire campaign.
Results
The campaign generated a high level of reach (71% brand and 66% video ad awareness at final wave) and messages were well-received (across waves 3.5–4.1 mean perceived effectiveness scores). Higher broadcast television exposure was associated with increased agreement with five beliefs related to addiction/control, being a bad influence on family/friends, and cosmetic effects of smoking (breath and attractiveness) (ORs = 1.16–1.27, (Ps < .05)).
Conclusion
Fresh Empire successfully reached and resonated with Hip Hop-identified youth. The campaign was associated with a limited number of targeted beliefs.
Get full access to this article
View all access options for this article.
References
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
