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J Public Health Manag Pract · May 2000
Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign.
- D Zucker, R S Hopkins, D F Sly, J Urich, J M Kershaw, and S Solari.
- Bureau of Epidemiology, Florida Department of Health, Tallahassee, USA.
- J Public Health Manag Pract. 2000 May 1; 6 (3): 1-6.
AbstractThe "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.
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