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Recall and Believability of the Tips From Former Smokers Campaign Among University Students
Melinda J Ickes1, Karen Butler2, Mary Kay Rayens3
1Assistant Professor in the Department of Kinesiology and Health Promotion at University of Kentucky in Lexington, Kentucky.
Background:
Tobacco media campaigns are effective, but less is known regarding the impact on college students.
Purpose:
The purpose was to test the effects of an on-campus Tips television campaign on frequency and believability of ads recalled and to assess demographic and personal factors associated with believability.
Methods:
A quasi-experimental pre-post design was used to assess the 8-week campaign with three Tips ads. Two randomly-selected cohorts of college students (N = 1,593) from a large public university completed online surveys pre- and post-campaign. Group comparisons using chi-square tests, two-sample t-tests, and logistic regression, controlling for residence or cohort; predictors of believability using proportional odds modeling.
Results:
Ads were recalled by significantly more students (68%) post-campaign. Believability for one or more ads was lower for males, undergraduates, those belonging to fraternity/sorority, and current polytobacco users (p<.05). Believability was greater for those who recalled seeing the ads more often (p<.05).
Discussion:
Sub-groups of college students, including males and undergraduates, reported less ad believability, which should be considered when designing communication strategies.
Translation To Health Education Practice:
Considering the potential impact and cost-effective nature of on-campus TV media campaigns, these ads need to be integrated into current campus tobacco control strategies.
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