Legacy’s truth® Campaign:Strategy and Evaluation

Donna Vallone, PhD, MPHDirector of Evaluation,

American Legacy Foundation

Building a world where young people reject tobacco and anyone can quit

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

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

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

The Brand Essence

The truth brand has two components:

• Rational – Honest facts & information put teens in

control

• Emotional– Rebellious– Risky– Intelligent

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

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

Sensation Seekers are More Likely to Smoke

Sensation Seeking by Smoking StatusLegacy Media Tracking Survey 2001-2003

34.2%47.9%

82.3%76.0%

0%

20%

40%

60%

80%

100%

Closed toSmoking

Open toSmoking

Current Smoker EstablishedSmoker

% H

igh

Se

ns

ati

on

Se

ek

ing

Unpublished data from the American Legacy Foundation LMTS

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

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

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

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.

Feedback on Individual Ads (Body Bags)

36%

98% 99% 99%

32%

39%

92% 95% 95%

33%37%

95% 97% 97%

33%30%

93%97%

86%

41%

0%

20%

40%

60%

80%

100%

Confirmedawareness

Ad was convincing Ad grabbed attention Ad gave goodreasons not to

smoke

Talked to friendsabout ad

Reaction

Percentage

Ages 12-14 Ages 15-17 Ages 12-17 Ages 18-24

Ratman

36%

93% 94% 93%

39%35%

85%

94%

80%

41%

0%

20%

40%

60%

80%

100%

Confirmedawareness

Ad was convincing Ad grabbed attention Ad gave goodreasons not to

smoke

Talked to friendsabout ad

Reaction

Percentage

Ages 12-17 Ages 18-24

Reactions by Race/Ethnicity (1200)

23%

37%

26%

18%

34%

63%

89% 95

%

90%

31%

70%

87% 94

%

95%

94%

94%

88%

67%

37%

33%

62%

85% 91

%

81%

0%

20%

40%

60%

80%

100%

ConfirmedAwareness

Frequency ofad

Ad wasconvincing

Ad gave goodreasons not to

smoke

Ad grabbedattention

Talked tofriends about

ad

Reaction

Percentage

White Black Hispanic Asian

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.

Early Results Regarding the Effectiveness of truth®

28.0%26.8%

25.3%

22.6%

20.3%

18.0%

23.7%21.9%

19.5%

0%

5%

10%

15%

20%

25%

30%

1997 1998 1999 2000 2001 2002

Trend in actual smoking Predicted trend if truth did not exist

Alternative Evaluation Strategies

• Online Surveys

• Public Opinion Surveys