Florida's "truth" Campaign: A Counter-Marketing, Anti-Tobacco Media Campaign

The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in...

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Bibliographic Details
Published in:Journal of public health management and practice 2000-05, Vol.6 (3), p.1-6
Main Authors: Zucker, David, Hopkins, Richard S., Sly, David F., Urich, Jennifer, Kershaw, Josephine Mendoza, Solari, Sebastian
Format: Article
Language:English
Subjects:
Adolescent
Advertising as Topic
Attitude to Health
Florida - epidemiology
Health Education - methods
Health Knowledge, Attitudes, Practice
Health technology assessment
Humans
Marketing of Health Services - methods
Mass Media
Program Evaluation
Smoking - epidemiology
Smoking Prevention
Surveys and Questionnaires
Tobacco Industry
Truth Disclosure
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Summary:The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.
ISSN:1078-4659
1550-5022
DOI:10.1097/00124784-200006030-00003