Contextual Influences and Campaign Awareness among Young Adults: Evidence from the National truth ® Campaign

Donna M. Vallone, Vinu Ilakkuvan, Haijun Xiao, Jennifer Cantrell, Jessica Rath, Elizabeth Hair

Research output: Contribution to journalArticlepeer-review


Mass media campaigns have been found to shape the public's knowledge, attitudes, beliefs, and behavior around tobacco. This study examines the influence of contextual factors with respect to awareness of the national truth ® campaign, a mass media, branded tobacco use prevention campaign, among a sample of young adults (n = 2,804) aged 24-34 years old; these respondents were within the age range for both the primary and secondary targets of the campaign during the period (2000-2007) when the campaign was airing television advertising at consistently high levels. Mulitvariable models reveal lower educational attainment and Hispanic ethnicity as significant contextual factors predictive of lower campaign awareness, controlling for media use. In contrast, gender, state tobacco control policy, sensation-seeking, current smoking status, and community-level SES variables were not significantly associated with campaign awareness. Further research is needed to identify the mechanisms through which public education campaigns operate, particularly among disadvantaged communities.

Original languageEnglish (US)
Pages (from-to)155-163
Number of pages9
JournalBehavioral Medicine
Issue number3
StatePublished - Jul 3 2015


  • campaign awareness
  • contextual factors
  • mass media campaigns
  • tobacco
  • young adults

ASJC Scopus subject areas

  • Applied Psychology
  • Psychiatry and Mental health


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