Evaluation of an anti-smoking mass media campaign targeting adolescents: the role of affective responses and interpersonal communication

This paper presents results from a survey focusing on the short-term effects of the second of three consecutive mass media campaigns designed to explore new and untested strategies to prevent smoking among adolescents. The campaign was based on messages designed to produce dissonance, by clearly pointing out inconsistencies between popular opinions and values, on the one hand, and being a smoker, on the other. The study also aimed at exploring the role of interpersonal communication in the process of behaviour change. The mass media campaign included both printed and electronic material, and the evaluation survey was performed 14 days after the first campaign period. A questionnaire was mailed to the home address of the study population, which included all adolescents (N=5051) aged 15 and 16 in one county in Norway. The response rate was 73%. The campaign (which targeted girls in particular) obtained the best short-term effects among girls and among smokers. This was the case with attention, having discussed the campaign with someone and behavioural outcomes. Overall, smokers had stronger affective reactions towards the campaign than non-smokers had and girls reacted more strongly than boys. Positive affective reactions was the overall most important predictor of positive behavioural outcome. Having discussed the campaign with someone predicted positive behavioural outcome among smokers.