Native American Youth Recall of Pro- and Anti-Tobacco Advertisements

Audience: Tobacco control program personnel, especially those working with youth or disparate groups.

Key Points: Marketing strategies for both pro- and anti-tobacco advertising target young adults to create a lasting impact. Using Oklahoma’s 2010 Youth Tobacco Survey we examined differences in recall of pro- and anti-tobacco advertisement by both Native American and white teens. Among Native American teens, 80% reported seeing anti-tobacco advertisements daily or nearly daily, 20% reported rarely or never seeing anti-tobacco ads. Similar recall was reported among White teens. There were no differences between Native American males and females in their recall of anti-tobacco ads, but a significant difference in recall was observed among white males and females.  For pro-tobacco advertisements, 48.2% of Native American teens and 45.9% of white teens reported seeing ads some or most of the time they use the internet. Again, no differences were observed for Native American males and females, but significantly more white females reported seeing ads than white males.

Educational Experience: The audience will learn about differences and similarities in recall of tobacco advertisement across gender and race.

Benefits: Understanding differences and similarities in recall of media can guide future efforts to create more effective counter marketing campaigns to prevent tobacco usage among teens.