Teens think about quitting smoking
Results of teen anti-tobacco media campaign
Belmont - Nearly two-thirds of San Mateo County teens who smoke indicated that locally created anti-tobacco advertisements made them think seriously about quitting smoking. Three powerful television and radio spots, along with bus and school-based posters voice a "real" theme. Local teens tell their stories in their own words about the effects of tobacco on their family. The media reinforce the campaign theme, "The real costs of tobacco hit home." The ads ran on television and radio, with bus cards in SamTrans buses and posters in area middle and high schools between October and December 2001.
A tobacco prevention media campaign targeted at San Mateo County teens scored an 82.4 percent recall amongst teens, according to a recent survey conducted for the county's Human Services Agency. 73 percent of the non-smoking group said that messages made them "think seriously about not starting", and 48 percent of the aware sample claimed that they had "talked with a friend or relative" about the advertising.
"We found, after conducting extensive focus group research, that even heavy users of tobacco were ready to hear a message when told through the real experiences of their neighbors and peers," said Laurie Record, chair of the Tobacco Education Coalition's Media Advisory Committee. " These are honest, heartfelt remembrances of parents and grandparents ravaged by tobacco, and they obviously speak to many teens."
This recent campaign is the third phase of a teen prevention media effort. A prior, teen-targeted fall 2000 campaign netted equally strong positive reaction in its effort to focus on the damage that tobacco addiction can cause to both the tobacco user and family.
Funding for the campaign is received locally from Master Settlement Agreement, a landmark settlement which resulted from a lawsuit against tobacco companies. "We are very proud of the fact that the leadership in San Mateo County has seen the importance of spending tobacco settlement funds on tobacco education," said Evelyn Castillo, Chair of the San Mateo County Tobacco Education Coalition. "We are looking forward to working with the county to make sure that the tobacco education, media and cessation needs of the community continue to be met."
For more information, contact the San Mateo County Human Services Agency, Alcohol and Other Drug Services, Tobacco Prevention Program at 650-802-6545.
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The County of San Mateo Human Services Agency serves as a catalyst for the creation of a system of public and private efforts directed toward ensuring that all individuals and families become healthy, productive, contributing members of the San Mateo County community.
For further information, please contact Jennie Loft, County of San Mateo Human Services Agency at 650-802-6433 or e-mail at jloft@co.sanmateo.ca.us.
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