Youth Audience Segmentation Strategies for Smoking-Prevention Mass Media Campaigns Based on Message Appeal

Flynn, Brian S.; Worden, John K.; Bunn, Janice Y.; Dorwaldt, Anne L.; Connolly, Scott; Ashikaga, Takamaru

doi:10.1177/1090198106294649

Cited by 18 publications

(22 citation statements)

References 22 publications

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“…Similar variations related to message appeals among youth have been reported by others [22] and indicate that more research is needed to determine effective approaches. When young women tell us that they would like to see aggressive and hard-hitting fear-inducing messaging with strong visuals about breast cancer and smoking, we need to be careful how we interpret this.…”

Section: Discussionsupporting

confidence: 77%

Young women's responses to smoking and breast cancer risk information

Bottorff

McKeown

Carey

et al. 2010

Health Education Research

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Current evidence confirms that young women who smoke or who have regular long-term exposure to secondhand smoke (SHS) have an increased risk of developing premenopausal breast cancer. The aim of this research was to examine the responses of young women to health information about the links between active smoking and SHS exposure and breast cancer and obtain their advice about messaging approaches. Data were collected in focus groups with 46 women, divided in three age cohorts: 15–17, 18–19 and 20–24 and organized according to smoking status (smoking, non-smoking and mixed smoking status groups). The discussion questions were preceded by information about passive and active smoking and its associated breast cancer risk. The study findings show young women's interest in this risk factor for breast cancer. Three themes were drawn from the analysis: making sense of the information on smoking and breast cancer, personal susceptibility and tobacco exposure and suggestions for increasing awareness about tobacco exposure and breast cancer. There was general consensus on framing public awareness messages about this risk factor on ‘protecting others’ from breast cancer to catch smokers’ attention, providing young women with the facts and personal stories of breast cancer to help establish a personal connection with this information and overcome desensitization related to tobacco messages, and targeting all smokers who may place young women at risk. Cautions were also raised about the potential for stigmatization. Implications for raising awareness about this modifiable risk factor for breast cancer are discussed.

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Section: Discussionsupporting

confidence: 77%

Young women's responses to smoking and breast cancer risk information

Bottorff

McKeown

Carey

et al. 2010

Health Education Research

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“…Further, by identifying who is exposed to campaign messages, process evaluation provides important insights into the reach of mass media campaigns and how this affects the campaign objectives [26]. Despite the importance of process evaluations for mass media campaigns, we found few published evaluations that assess whether mass media campaigns addressing substance use among young people are successful in actually reaching their target audience and raise awareness of campaign messages [13,15]. The findings of these evaluations showed increased recall of messages after exposure to a mass media campaign [13] and that use of audience segmentation strategies (separate targeting of subgroups with common interests and message preferences rather than a single set of messages for the entire youth audience) may be an effective method to appeal to and resonate with diverse youth audiences [15].…”

Section: Discussionmentioning

confidence: 99%

The Australian national binge drinking campaign: campaign recognition among young people at a music festival who report risky drinking

et al. 2011

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BackgroundThe Australian Government launched a mass media campaign in 2009 to raise awareness of the harms and costs associated risky drinking among young Australians. The aim of this study was to assess if young people attending a music festival who report frequent risky single occasions of drinking (RSOD) recognise the key message of the campaign, "Binge drinking can lead to injuries and regrets", compared to young people who report less frequent RSOD.MethodsA cross-sectional behavioural survey of young people (aged 16-29 years) attending a music festival in Melbourne, Australia, was conducted in January 2009. We collected basic demographics, information on alcohol and other drug use and sexual health and behaviour during the previous 12 months, and measured recognition of the Australian National Binge Drinking Campaign key message. We calculated the odds of recognition of the key slogan of the Australian National Binge Drinking Campaign among participants who reported frequent RSOD (defined as reported weekly or more frequent RSOD during the previous 12 months) compared to participants who reported less frequent RSOD.ResultsOverall, three-quarters (74.7%) of 1072 participants included in this analysis recognised the campaign message. In the adjusted analysis, those reporting frequent RSOD had significantly lower odds of recognising the campaign message compared to those not reporting frequent RSOD (OR 0.7, 95% CI 0.5-0.9), whilst females had significantly greater odds of recognising the campaign message compared to males (OR 1.8, 95% CI 1.4-2.1).ConclusionsWhilst a high proportion of the target group recognised the campaign, our analysis suggests that participants that reported frequent RSOD - and thus the most important group to target - had statistically significantly lower odds of recognising the campaign message.

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“…The intervention target population was segmented into three groups, Grades 4–6, 7–8, and 9–12, because of the strong impact of age on youth preferences for media messages 15. Smoking prevention campaigns were targeted toward each age group in 2002–2005, and a cessation campaign targeted Grades 9–12 smokers during 2002–2004.…”

Section: Methodsmentioning

confidence: 99%

Mass Media Interventions to Reduce Youth Smoking Prevalence

Flynn

Worden

Bunn

et al. 2010

American Journal of Preventive Medicine

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Background Mass media interventions for reduction of youth cigarette smoking have been recommended based on a broad array of evidence, although few randomized community trials have been reported. Design Four matched pairs of independent media markets were identified; one member of each pair was randomized to receive the intervention. School surveys were conducted in all markets, in 2001 before (n=19,966) and in 2005 after (n=23,246) the interventions were completed. Setting/Participants Grade 7–12 students from public schools in these eight medium sized metropolitan areas participated in the summative evaluations; grades 4–12 students were targeted to receive mass media interventions in four of these markets. Intervention Four simultaneous campaigns consisting of specially developed messages based on behavioral theory and targeted to defined age groups of racially and ethnically diverse young people were placed in popular TV, cable, and radio programming using purchased time for 4 years. Main Outcome Measures Prevalence of youth smoking and psychosocial mediators of smoking. Results No significant impacts of these interventions on smoking behaviors or mediators were found for the overall samples. A positive effect was found for one mediator in subgroups. Among Hispanic participants a marginally favorable effect on smoking prevalence, and significant effects on mediators were found. General awareness of smoking prevention TV messages was slightly higher over time in the intervention areas. Conclusions Mass media interventions alone were unable to induce an incremental difference in youth smoking prevalence, likely due to a relatively strong tobacco control environment that included a substantial national smoking prevention media campaign.

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Youth Audience Segmentation Strategies for Smoking-Prevention Mass Media Campaigns Based on Message Appeal

Cited by 18 publications

References 22 publications

Young women's responses to smoking and breast cancer risk information

Young women's responses to smoking and breast cancer risk information

The Australian national binge drinking campaign: campaign recognition among young people at a music festival who report risky drinking

Mass Media Interventions to Reduce Youth Smoking Prevalence

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