Influence of a counteradvertising media campaign on initiation of smoking:The Florida "truth" campaign

Objectives. The purpose of this study was to assess the short-term effects of television advertisements from the Florida "truth" campaign on rates of smoking initiation. Methods. A follow-up survey of young people aged 12 to 17 years (n = -1820) interviewed during the first 6 months of the advertising campaign was cond ucted. Logistic regression analyses were used to estimate the independent e ffects of the campaign on smoking initiation while other factors were contr olled for. Results. Youths scoring at intermediate and high levels on a media effect i ndex were less likely to initiate smoking than youths who could not confirm awareness of television advertisements. Adjusted odds ratios between the m edia index and measures of initiation were similar within categories of age , sex, susceptibility, and whether a parent smoked. Conclusions. Exposure to the "truth" media campaign lowered the risk of you th smoking initiation. However, the analysis did not demonstrate that all s uch media programs will be effective.