Recall and Believability of the Tips From Former Smokers Campaign Among University Students

Melinda J. Ickes, Karen Butler, Mary Kay Rayens, Melody Noland, Amanda T. Wiggins, Ellen J. Hahn

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

Background: Tobacco media campaigns are effective, but less is known regarding the impact on college students. Purpose: The purpose was to test the effects of an on-campus Tips television campaign on frequency and believability of ads recalled and to assess demographic and personal factors associated with believability. Methods: A quasi-experimental pre–post design was used to assess the 8-week campaign with 3 Tips ads. Two randomly selected cohorts of college students (N = 1593) from a large public university completed online surveys pre- and postcampaign. Group comparisons using chi-square tests, 2-sample t tests, and logistic regression, controlling for residence or cohort, and predictors of believability using proportional odds modeling were examined. Results: Ads were recalled by significantly more students (68%) postcampaign. Believability for one or more ads was lower for males, undergraduates, those belonging to fraternity/sorority, and current polytobacco users (P < .05). Believability was greater for those who recalled seeing the ads more often (P < .05). Discussion: Subgroups of college students, including males and undergraduates, reported less ad believability, which should be considered when designing communication strategies. Translation to Health Education Practice: Considering the potential impact and cost-effective nature of on-campus TV media campaigns, these ads need to be integrated into current campus tobacco control strategies.

Original languageEnglish
Pages (from-to)324-331
Number of pages8
JournalAmerican Journal of Health Education
Volume47
Issue number5
DOIs
StatePublished - Sep 2 2016

Bibliographical note

Publisher Copyright:
© 2016 SHAPE America.

ASJC Scopus subject areas

  • Health(social science)
  • Public Health, Environmental and Occupational Health

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