Adult awareness of a youth-focused anti-tobacco campaign: does having children matter?

Abstract

Data from a survey of tobacco use conducted in 2001 was used to examine if Florida’s youth-focused anti-tobacco media campaign, which focused on cigarette smoking, reached adults. The majority of the sample was white (87%), high school or college edu- cated (85%), and over half with children (56%). Differences in awareness and intentions to quit among adult smokers with and without children were examined. About 50% of adults were aware of the campaign and the awareness of the tobacco industry manipula- tion theme was associated with intentions to quit, independent of having children. These findings provide evidence that youth-targeted anti-tobacco media campaigns can reach adults; however, to change the behavior of adults who smoke, it may not be appropriate to have a “one-size-fits-all” program. The study’s limitations are noted.