Transcript N.C.’s TRU Media Campaign The Good, The Bad and the …… Future

N.C.’s TRU Media Campaign
The Good, The Bad and the ……
………Future
Adam O. Goldstein, MD, MPH
Director, UNC Tobacco Prevention &
Evaluation Program
The Good……..
2004
2009
• Ever tried cigarette smoking, even 1 or 2 puffs*
15.8
11.5
• Smoking susceptibility (non-smokers only)*
Susceptible
39.5
33
Non-susceptible
60.5
67
The Good……..
The Good……..
The Good……..
• TRU ads and slogans are reaching youth who
are at higher risk for tobacco use.
• o Youth who engage in sensation seeking
behaviors are significantly more likely to be
aware of ads from the TRU media campaign
and to recognize the
Tobacco.Reality.Unfiltered. slogan.
The Good……..
• The 2009 TRU media evaluation shows that the TRU
media campaign, as currently constructed and executed,
remains an integral and successful component of North
Carolina’s teen tobacco prevention initiative. The TRU
campaign has reached record levels of campaign
awareness, appears well received by youth, and is
preferentially reaching those North Carolina youth at
highest risk for future tobacco use. The campaign,
combined with state, school and community policies (i.e.,
increased state excise tax, tobacco-free schools
legislation, and community coalition activities), is playing
a substantial role in the historically low levels of tobacco
use seen among North Carolina middle and high school
youth in recent surveys.
The Good….
• CDC national data
– #4 youth exposures
– #12 adult exposures
The Good……..
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Increased funding over time
Effective
Reaching adults too
HWTF leadership
– Funding
– Evaluation
– Policy shs & tfs’s.
The Bad…...
• A sole youth focus limits impact
• Lack of continuous exposure + start/stop have
hurt campaign
• Difficulty in finding stories should not be rate
limiting
The Future ………..
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•
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Continuous presence
Continue successful themes & Evaluation
Integrate message to adults
Cautious pilots with policy change (e.g. parks,
fairs, etc.)
• Branding
• Social media & relationships/sponsorships
The Future ………..
The End …….