An Evaluation of Arizona’s Youth Tobacco Access Prevention Media Campaign Original Research Article

An Evaluation of Arizona’s Youth Tobacco Access Prevention Media Campaign Original Research Article Pages 284-291 Jason T. Siegel, Eusebio M. Alvaro Close Close preview | Purchase PDF (99 K) | Related articles | Related reference work articles AbstractAbstract | Figures/TablesFigures/Tables | ReferencesReferences Objectives The goal of this research effort is to evaluate changes in public opinion associated with the youth tobacco access (YTA) prevention media campaign in Arizona. Methods This evaluation effort utilized a pre–post test quasi-experimental design with a control group. The sampling pool consists of Arizona adult residents from Maricopa (intervention) and Pima (control) counties. Pre-test data were collected via phone survey in November of 2002 (n=823). Post-test data were collected in late summer 2003 (n=872). Data were analyzed in January 2004. Results Exposure to the campaign was limited. Nonetheless, exposure was associated with increased satisfaction with community efforts, perceptions that one’s community is strongly opposed to minors purchasing tobacco, and a reduction in the perceived ease in which a minor can purchase tobacco. At post-intervention, community respondents also assigned increased responsibility for YTA prevention to stores that sell tobacco. Conclusions While exposure to the campaign was limited, important changes were observed. For example, at post-campaign, the respondents in the intervention community reported greater satisfaction with current YTA prevention efforts. However, future research must investigate if increased satisfaction leads to more or less community involvement. Further, research must also investigate whether a campaign influencing community members to assign greater responsibility for YTA prevention on the retailers selling tobacco serves community interests. Data from this evaluation suggest that researchers and practitioners must be aware of potential negative, as well as potential positive, outcomes of YTA prevention efforts. Article Outline Introduction Youth Tobacco Access Prevention Efforts Evaluation Aims The Intervention: CounterActs Methods Independent Measures: Exposure to CounterActs and Other Youth Tobacco Access Efforts Unaided recall Aided recall Dependent Measures Results Pre-Test Analyses Intervention Fidelity Aided recall (post-test) Post-Test (General Analyses) Unaided recall Exposed Versus Non-Exposed Respondents Aided recall Unaided recall Discussion and Conclusion Campaign Recall and Youth Tobacco Access Outcomes General Conclusions Implications for Practice Limitations Acknowledgements References