Duke Jennifer C, Alexander Tesfa N, Zhao Xiaoquan, Delahanty Janine C, Allen Jane A, MacMonegle Anna J, Farrelly Matthew C
RTI International, Research Triangle Park, NC, United States of America.
Center for Tobacco Products, U.S. Food and Drug Administration, Silver Spring, MD, United States of America.
PLoS One. 2015 Dec 17;10(12):e0144827. doi: 10.1371/journal.pone.0144827. eCollection 2015.
In 2014, the Food and Drug Administration (FDA) launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers) and youth who have previously experimented with smoking (experimenters) to reassess what they know about the "costs" of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign's two targeted audiences: susceptible nonsmokers (90.5%) and experimenters (94.6%). Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0). High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns.
2014年，美国食品药品监督管理局（FDA）发起了首个以烟草为重点的公众教育活动“真实代价”，旨在减少美国12至17岁青少年的烟草使用。本研究描述了“真实代价”的信息策略、实施情况及初步评估结果。该活动旨在鼓励从未吸烟但容易尝试吸烟的青少年（易感非吸烟者）以及之前尝试过吸烟的青少年（尝试吸烟者）重新评估他们对烟草使用给身心带来的“代价”的认知。“真实代价”在全国电视、网络、广播及其他媒体渠道播出，提高了人们的知晓度。总体而言，在活动启动6至8个月后，89.0%的美国青少年至少知晓一则广告，且在活动的两个目标受众群体中都达到了较高的知晓度：易感非吸烟者（90.5%）和尝试吸烟者（94.6%）。根据对广告感知效果的评估（从1.0至5.0的量表上平均分为4.0），大多数青少年认为“真实代价”广告有效。高知晓度和积极的广告反应是健康行为改变的必要近端指标。正在进行更多研究以评估人群层面的认知和/或行为的潜在转变是否归因于该活动。目前的研究结果表明，“真实代价”已获得较高的广告知晓度，这是在烟草相关态度和行为方面实现积极变化的关键第一步。这些数据还可用于为“真实代价”及其他美国青少年烟草预防活动的持续信息和媒体策略提供参考。
