Abstract
Purpose
This study examined mechanisms through which the truth campaign, a national mass media
antismoking campaign, influences smoking-related attitudes, and progression of tobacco
use over time in youth and young adults.
Methods
Structural equation modeling tested causal pathways derived from formative research
and behavioral theory with a nationally representative longitudinal sample of 15–21-year-olds
(n = 8747) over 24 months. Data were collected from 2014 to 2016, and analyses were
conducted in 2017.
Results
Greater ad awareness predicted strengthening of attitudes targeted by the campaign
(i.e., feelings of independence from tobacco, antitobacco industry sentiment, decreasing
acceptance of social smoking, and decreasing acceptance of smoking imagery), and attitude
changes were significantly associated with greater support for an antitobacco social
movement (e.g., agreement to the item “I would be part of a movement to end smoking”).
Greater social movement support predicted a slower rate of progression on smoking
intensity after two years of the campaign.
Conclusions
Findings suggest that engaging youth and young adults in a cause-based social movement
for promoting health can be a powerful strategy to drive positive behavior change.
Messages targeting attitudes that resonate with values important to this age group,
including independence and connectedness, are particularly effective. Investments
in national antitobacco public education campaigns are key policy interventions which
continue to help prevent tobacco use among youth and young adults.
Keywords
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Article info
Publication history
Published online: July 25, 2018
Accepted:
April 18,
2018
Received in revised form:
April 16,
2018
Received:
October 25,
2017
Footnotes
Conflicts of interest: The authors have no conflicts of interest to disclose.
Identification
Copyright
© 2018 Society for Adolescent Health and Medicine. All rights reserved.
