Journal article

Promising Themes for Antismoking Campaigns Targeting Youth and Young Adults.

Emily Brennan, Laura A Gibson, Ani Kybert-Momjian, Jiaying Liu, Robert C Hornik

Tob Regul Sci | Tobacco Regulatory Science Group | Published : 2017

Abstract

OBJECTIVES: Behavior change campaigns typically try to change beliefs that influence behaviors, with targeted beliefs comprising the campaign theme. We present an empirical approach for choosing among a large number of potential themes, and results from the implementation of this approach for campaigns aimed at 4 behavioral targets: (1) preventing smoking initiation among youth, and (2) preventing initiation, (3) stopping progression to daily smoking and (4) encouraging cessation among young adults. METHODS: An online survey of 13- to 17-year-olds and 18- to 25-year-olds in the United States (US), in which 20 potential campaign themes were represented by 154 beliefs. For each behavioral targ..

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