Let’s Clear the Air: a campaign that effectively increased compliance with a university’s tobacco-free policy

The purpose of this study was to assess the effectiveness of the Let’s Clear the Air campaign, a print-based campaign guided by the theory of planned behavior, designed to increase compliance with a University’s tobacco-free policy among undergraduate student smokers. We hypothesized that individual-level compliance behaviors would increase with greater campaign exposure and that population-level compliance would improve post-intervention from baseline. To assess individual-level compliance, we collected survey data from 284 randomly selected undergraduate student smokers. To assess population-level compliance, we collected observational data by counting smokers in 10 violation locations for 10 weeks (three 30-minute periods per week). Data supported the hypotheses: Campaign exposure was related to an increase in individual-level compliance behaviors, and results from a negative binomial regression supported that population-level compliance improved from baseline to post-intervention. Implications regarding support for the campaign as an effective strategy for increasing tobacco-free policy compliance behaviors are discussed.