The impact of EX: Results from a pilot smoking-cessation media campaign.

Background: Mass media campaigns can be an effective strategy to increase quitting activity among smokers, particularly when aired in the context of other anti-tobacco efforts.

Design: A longitudinal study using data collected from smokers identified in a random-digit-dial survey of adults in Grand Rapids MI, prior to the campaign and approximately 6 months after the launch of the campaign.

Setting/participants: Adult smokers who were interviewed in the fall of 2006 and agreed to participate in a follow-up interview approximately 6 months later (n=212).

Increasing youths' exposure to a tobacco prevention media campaign in rural and low-population-density communities.

Objectives: We examined the effectiveness of a program to increase exposure to national "truth" tobacco countermarketing messages among youths in rural and low-population-density communities.

Methods: A longitudinal survey of 2618 youths aged 12 to 17 years was conducted over 5 months in 8 media markets receiving supplemental advertising and 8 comparison markets receiving less than the national average of "truth" messages.

Results: Confirmed awareness of "truth" increased from 40% to 71% among youths in treatment markets while remaining stable in comparison markets.