Reach, Receptivity, And Beliefs Associated With the Fresh Empire Campaign to Prevent and Reduce Cigarette Use Among Youth in the United States.

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 no

SUBMITTER: Guillory J 

PROVIDER: S-EPMC9258634 | biostudies-literature | 2022 Jun

REPOSITORIES: biostudies-literature