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Related Experiment Videos

Evaluating the truth brand.

W Douglas Evans1, Simani Price, Steven Blahut

  • 1RTI International, Washington DC, 20036, USA. devans@rti.org

Journal of Health Communication
|April 5, 2005
PubMed
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The truth campaign effectively reduced youth smoking by building strong brand equity. This study confirms that behavioral branding is a vital public health strategy for preventing adolescent smoking.

Area of Science:

  • Public Health
  • Marketing and Communication
  • Adolescent Health

Background:

  • The "truth" campaign, developed by the American Legacy Foundation, aimed to reduce adolescent smoking through an aspirational anti-smoking brand.
  • Understanding the mechanisms through which such campaigns influence behavior is crucial for public health interventions.

Purpose of the Study:

  • To test if "brand equity in truth" mediates the relationship between exposure to the truth campaign and youth smoking.
  • To evaluate the psychometric properties of a multidimensional scale measuring brand equity in the context of the truth campaign.

Main Methods:

  • A nationally representative telephone survey collected brand equity responses from 2,306 adolescents.
  • Factor analysis was used to assess the psychometric properties of the brand equity scale.

Related Experiment Videos

  • Structural equation modeling was employed to test the mediation hypothesis.

    • Main Results:

    • The multidimensional scale demonstrated excellent psychometric properties for measuring brand equity.
    • Brand equity was found to significantly mediate the relationship between exposure to the truth campaign and youth smoking.
    • The observed relationship remained robust after analyzing potential confounding factors.

    Conclusions:

    • Brand equity is a significant mediator in the effectiveness of anti-smoking campaigns like "truth" on adolescent smoking behavior.
    • Behavioral branding, which aligns brands with specific behaviors or lifestyles, represents an important and effective public health strategy.
    • The findings support the continued use and development of evidence-based behavioral branding approaches in public health initiatives.