Cited by 109Smoking Behavior and CessationMedia Influence and HealthBehavioral Health and Interventions

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Using Mass Media Campaigns to Reduce Youth Tobacco Use: A Review

Allen, Jane Appleyard, Duke, Jennifer C., Davis, Kevin C., Kim, Annice E., Nonnemaker, James M., Farrelly, Matthew C.·2015·American Journal of Health Promotion

DOI 10.4278/ajhp.130510-lit-237

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Abstract

Objective.: This review synthesizes the published literature on using mass media campaigns to reduce youth tobacco use, with particular focus on effects within population subgroups and the relative effectiveness of campaign characteristics. Data Source.: A search of PubMed and PsycINFO conducted in March of 2014 yielded 397 studies with 34 suitable for inclusion. Study Inclusion and Exclusion Criteria.: Included were quantitative studies that evaluate an antitobacco media campaign intended to influence youth cognitions or behavior or explore the relative effectiveness of campaign characteristics among youth. Data Extraction.: An automated search and assessment of suitability for inclusion was done. Data Synthesis.: Study outcomes were compared and synthesized. Results.: Antitobacco media campaigns can be effective across racial/ethnic populations, although the size of the campaign effect may differ by race/ethnicity. Evidence is insufficient to determine whether campaign outcomes differ by socioeconomic status (SES) and population density. Youth are more likely to recall and think about advertising that includes personal testimonials; a surprising narrative; and intense images, sound, and editing. Evidence in support of using a health consequences message theme is mixed; an industry manipulation theme may be effective in combination with a health consequences message. Research is insufficient to determine whether advertising with a secondhand smoke or social norms theme influences youth tobacco use. Conclusion.: Our recommendation is to develop antitobacco campaigns designed to reach all at-risk youth, which can be effective across racial/ethnic populations. Research priorities include assessing campaign influence among lower SES and rural youth, disentangling the effects of message characteristics, and assessing the degree to which this body of evidence may have changed as a result of changes in youth culture and communication technology.

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Authors: Allen, J. A., Duke, J. C., Davis, K. C., Kim, A. E., Nonnemaker, J. M., & Farrelly, M. C.
ORCID: Allen, Jane Appleyard
Duke, Jennifer C.
Davis, Kevin C.
Kim, Annice E.
Nonnemaker, James M.
Farrelly, Matthew C.
Venue: American Journal of Health Promotion
Publisher: SAGE Publications
Published: 2015-11
Volume: 30
Issue: 2
Pages: e71-e82
ISSN: 0890-1171 (ISSN-L)
2168-6602
DOI: 10.4278/ajhp.130510-lit-237
OpenAlex: W2161250618
Cited by: 109
References: 57
Citations by year: 2026: 4 · 2025: 13 · 2024: 11 · 2023: 9 · 2022: 12 · 2021: 12 · 2020: 8 · 2019: 14 · 2018: 7 · 2017: 7 · 2016: 7 · 2015: 3
FWCI: 0.70
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: American Journal of Health Promotion (publishedVersion)
PubMed (publishedVersion)
Funders: Florida Department of Health
RTI International
Topics: Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Smoking Behavior and Cessation
Social Sciences › Communication › Media Influence and Health
Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Keywords: mass media campaigns, youth tobacco use, racial and ethnic disparities, socioeconomic status, rural youth
MeSH terms: Adolescent, Behavior Therapy, Humans, Mass Media, Health Communication, Tobacco Use

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Using Mass Media Campaigns to Reduce Youth Tobacco Use: A Review

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