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Drugs and Kids Exam 2 > 7. Media Prevention > Flashcards

7. Media Prevention Flashcards

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1
Q

Why do tobacco ads work

A

They aim messages at young people who are susceptible ie:

  • masculinity
  • thinness
  • sex appeal
  • “coolness”
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2
Q

What was the Philip Morris Campaign aimed to do

A

Youth smoking prevention

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3
Q

How much was spent on the Philip Morris campaign

A

100 million USD oer year

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4
Q

What age was the Philip Morris Campaign targeted to

A

10 to 14 year olds

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5
Q

What did the PM campaign encourage

A

Encouraged adults to talk to teens about smoking, prints and video ads for teens

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6
Q

PM Campaign aimed at Youth:

A

Think. Dont Smoke

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7
Q

PM Campaign aimed at parents

A

Talk. Theyll listen

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8
Q

Was PM Campaign effective?

A

NO. There was no change in behaviors

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9
Q

Ads are rated less favorably when

A

students are aware the company was a tobacco company

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10
Q

When teens are asked to recall ads they saw in last month what did they say

A

19% - PM
25% - State ads
6% outragous behavior
50% serious illness ads

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11
Q

Which ads do the majority of students recall

A

Serious illness ads (arouse negative emotions and show health consequences)

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12
Q

True or false: those who recalled seeing PM ads rated the ads more favorably than teens recalling seeing others

A

FALSE: Less favorably

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13
Q

True or False: Younger teens rated PM more favorably

A

TRUE

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14
Q

What did the PM Campaign lead to

A

Freater likelihood of smoking the following year or the intent to smoke in the future

Positive impression of tobacco industry

Makes smoking seem more attractive, but forbidden (rebellion)

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15
Q

Purpose of PM campsign

A

buy respectability, not prevent youth smoking, purpose to DELAY smoking not discourage a lifetime of it

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16
Q

Why is PM not the most effective

A

Doesnt mention the negative effects of smoking

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17
Q

What are the 3 main goals for anti smoking campaigns

A
  1. Highlight health consequences
  2. Deglamorize smoking
  3. Challenge misconceptions that smoking is widespread
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18
Q

What is truth (American legacy foundation)

A

The largest national anti smoking campaign that counters messages from tobacco companies

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19
Q

What does truth do?

A

Provides facts/info about tobacco and gives the tools to make informed decisions

20
Q

Is truth effective

A

“possibly the most effective effort to reduce youth smoking”

21
Q

What is the goal of truth

A

Shift/change beliefs, attitudes and intention to smoke

22
Q

What are some things truth does to decrease smoking rates

A
  1. Expose the tobacco industried manipulative tactics
  2. Redirect the teens need for rebellion
  3. Avoid preaching, directing etc
  4. Use graphic images with facts about death and disease
23
Q

What percentage of youth did truth reach

A

75% of American youth

24
Q

Does truth seem to be effective

A

YES. Changing perceptions and given more accurate views

25
Q

What effect did truth have on anti-smoking views

A

INcreased from appx 6% to 26% in first 10 months

26
Q

Compare PM and Truth effectiveness

A

Truth - effective in reducing youth smoking. Changes perception. Less likely

PM - more likely to the idea of smoking. More likely to use tobacco. Ineffective

27
Q

What grade may truth have a larger impact on

A

8th graders

28
Q

Does effectiveness of truth attribute to views on e-cigs?

A

Yes. those with awareness of truth have:

19% lower odds of current use
17% greater anti vape views
25% lower odds of intention to use

29
Q

What was the goal of The meth project (TMP)

A

To increase perceived risk and decreased perceived benefit of trying meth

Improve communication between parents and teens

Stigmatize usage

30
Q

How did the meth project present its campaigns

A

Graphic images

31
Q

Was the meth project effective?

A

It did not contribute to changes in meth use over and above pre existing downward trends

32
Q

What was the effect on stigma

A

Created a large stigma for those who use, since it was presented in a VERY negative light. Makes users feel guilt and ashamed

33
Q

What was the FDA’s approach

A

The Real Cost campaign

34
Q

What was the real cost campaign

A

A national public education campaign to prevent tobacco use and reduce the number of teen smokers

35
Q

What is the goal of the real cost

A

influence social normative beliefs about smoking and beliefs that one can reject smoking in the future

36
Q

Impact of the real cost

A

Majority of youth found the campaign to be effective. 89% of youth were aware of the campaign 6-8 months after launch

37
Q

What was the CDC’s campaign

A

Tips from former smokers

38
Q

What did tips from former smokers do

A

Shared emotional stories of former smokers

39
Q

What was the aim of tips from former smokers

A

Increase awareness and dangers (illness and diseases)

Encourage quitting

Motivate non-smokers to talk to family/friends about the danger of smoking

40
Q

Effectiveness of tips from former smokers?

A

appx 1.6 million people tried quitting

220k remained abstinent at the end of program

12% increase in number of people trying to quit

41
Q

What is Above the influence campaign

A

A govt based campaign of national youth anti drug media

42
Q

What does above the influence aim to do

A

Encourages teens to be themeselves and avoid peer pressure to fit in by drinking and doing drugs. Targets “to fit in” behaviours

43
Q

Impacts of above the influence?

A

Reduced initiation of marijuana use

Reduced pro weed attitudes

Reduced weed use in 8th grade females

No similar declines in alcohol and tobacco

Seems sucessful as it shows the teens need to be independent

44
Q

What works in prevention campaigns

A

Exposure
Fear appeals
Endangering others
Manipulative practices of industry
Graohic images
Negative life circumstances
Effective campaigns target behavior change and beliefs

45
Q

What is the most effective theme to prevent initiation, stop progression to smoking

A

Consequences of smoking for mood
Social acceptance and popularity

46
Q

What DOESNT work in media prevention campaigns

A

Cosmestic effects (ie. yellow teeth)
Humour
Addiction
Long term health effects
Celebrities

Drugs and Kids Exam 2 (5 decks)

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