1. Legacy’s truth ® Campaign: Strategy and Evaluation Donna Vallone, PhD, MPH Director of Evaluation, American Legacy Foundation Building a world where young people reject tobacco and anyone can quit

2. Legacy’s Mission Statement “Build a world where young people reject tobacco and anyone can quit.” Working through: –Advertising & Marketing –Research & Evaluation –Strategic Philanthropy –Strategic Partnerships –Government Relations & Public Policy

3. Development of the National truth ® Campaign truth ® is based on Florida’s successful Truth campaign: –Tobacco Industry manipulation theme –Hard-hitting or edgy ads –Youth were integrally involved in the campaign

4. truth ® is a brand Positioned as a brand –Teen brands are a tool for self-expression –The tobacco industry has some of the most successful brands in the world –truth ® will compete with tobacco brands

5. The Brand Essence The truth brand has two components: Rational –Honest facts & information put teens in control Emotional –Rebellious –Risky –Intelligent

6. Strategy of National truth ® Expose the lies of the tobacco industry Direct teens to rebel at the tobacco industry Never preach Never condemn smokers Relate to sensation-seeking teens

7. Sensation Seeking Sensation Seeking is a characteristic associated with smoking Sensation seekers: –Like to take risks –Like to explore strange places –Like to do frightening things –Like new and exciting experiences, even if they have to break the rules –Prefer friends who are exciting & unpredictable

8. Sensation Seekers are More Likely to Smoke Unpublished data from the American Legacy Foundation LMTS

9. truth ® & Sensation Seekers Sensation seekers are at greater risk for smoking –ads must be designed with them in mind Other anti-tobacco campaigns have produced ads that appeal to non- sensation seekers- who are not at risk for smoking

10. Multi-pronged approach for evaluating truth ® Legacy Media Tracking Survey (LMTS)—reactions to ads National Youth Tobacco Survey (NYTS)—prevalence estimates Monitoring the Future Analysis— historical pre-truth trends

11. Legacy Media Tracking Survey (LMTS) A nationally representative phone survey of youth & young adults, 12-24 LMTS measures: –Beliefs and attitudes toward smoking and the tobacco industry –Exposure and reactions to pro- and anti- tobacco messages in the media, including truth ® and tobacco industry campaigns

12. Legacy Media Tracking Survey (LMTS) 9 data collections since 1999 A powerful tool: –Sample sizes range from 1,500 to 4,500 –Conducted in conjunction with ad flights –Measures confirmed awareness –Reactions to specific ads, by gender, race, smoking status, etc.

13. Feedback on Individual Ads (Body Bags)

14. Ratman

15. Reactions by Race/Ethnicity (1200)

16. Impact of truth®- End of Year One 75% of all youth (12-17) in the U.S. could accurately describe at least one truth® ad. truth® appeals to “sensation seekers” who are most likely to smoke. Youth reactions do not differ by smoking status. Smokers and youth who are “open to smoking” are at the greatest risk.

17. Early Results Regarding the Effectiveness of truth®

18. Alternative Evaluation Strategies Online Surveys Public Opinion Surveys