NC HWTF Media Campaigns
An on-going project of TPEP is a longitudinal phone survey of NC teenagers to assess awareness, comprehension, and reaction to Tobacco.Reality.Unfiltered. ("TRU"), the North Carolina statewide media campaign funded by the NC Health and Wellness Trust Fund (HWTF). The phone survey also measures smoking behaviors and intentions, and tobacco-related knowledge and attitudes. Currently, there have been four waves of data collection - Spring 2004, Fall 2004, Winter 2006, and Spring 2007. The following reports cover selected highlights from the third and fourth waves of data collection.
In late 2004, TPEP conducted focus groups to provide a
qualitative assessment of the "Tobacco.Reality.Unfiltered." ("TRU")
television ads shown as part of the 2004 statewide media
campaign funded by the NC Health and Wellness Trust Fund (HWTF).
The study utilized focus groups of youth to provide the HWTF and
its media contractor with information on how NC youth were
seeing and interpreting the TRU ads, and to gain insight into
how the TRU ads might be improved. The report gives youth
feedback on the 2004 TRU ads and provides recommendations for
use in the development of the 2005 TRU television campaign.
Additional focus groups were conducted with youth and adults in
2005 and 2006 to provide feedback on newly developed ads before
they aired.
The "Tobacco.Reality.Unfiltered." ("TRU") television campaign
first ran in North Carolina in 2004 and focused on preventing
teen tobacco use. TPEP evaluated the first year of the campaign
utilizing a pre-and post-intervention telephone survey with a
cohort of more than 600 youth. We released the initial results
from the evaluation at a press briefing on May 2, 2005, using
this PowerPoint presentation.
In the spring of 2005, TPEP conducted a special study to gather
information to assist the HWTF in launching the first statewide
television campaign to promote 100% Tobacco Free School (TFS)
policies in the country. Specifically, TPEP reviewed the
literature on media and 100% TFS policies, developed a
conceptual model for the campaign, and discussed the proposed
campaign with TFS experts and community stakeholders. Based on
the information from the literature review, conceptual model,
and interviews, TPEP compiled a report to assist the NC Health
and Wellness Trust Fund (HWTF) and its contracted media vendor
in reviewing best practices surrounding the adoption and
enforcement of TFS policy in NC, and providing recommendations
for use in the development of an effective and politically
feasible media campaign to promote TFS policy.
In the fall of 2003, the HWTF contracted with TPEP to compile a report on evidence-based practices for youth-focused tobacco prevention media campaigns, in preparation for the development and launch of the TRU campaign in spring of 2004. This report contains the results of a comprehensive literature review and of interviews with state and national experts and local stakeholders, providing recommendations for use in the development of the TRU media campaign.
Links to the other reports:
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