Project Title: Texas Tobacco Prevention Initiative: Evaluation and Technical Assistance in Media Campaign for TDH Tobacco Prevention Pilot Project

Abstract:

The purpose of the project is to research, using media, a pilot study of mass media effectiveness in a tobacco prevention campaign in Texas. As a result of the settlement with the tobacco companies, Texas received an award of $17.3 billion dollars. The money is being distributed over the time period from 2000 to 2025. The Texas Department of Health was designated by the Texas State Legislature to spend a portion of the funds on a statewide tobacco prevention media campaign. The media campaign promotes tobacco control from voluntary and involuntary exposure. Special attention is given to special populations and youth. Populations within nine designated communities will evaluate media pilot campaigns. The results of the media evaluation will be used to create more effective tobacco prevention media activities for the state.

PI:

  • Amelie G. Ramirez, DrPH, Professor of Medicine and Deputy Director of the Chronic Disease Prevention and Control Research Center at Baylor College of Medicine

Co-PI's:

  • Kipling Gallion, MA, Assistant Professor of Medicine in Cancer Education at the Chronic Disease Prevention and Control Research Center at Baylor College of Medicine
  • Luis F. Velez, MD, PhD, Assistant Professor of Medicine in Cancer Education at the Chronic Disease Prevention and Control Research Center at Baylor College of Medicine

Funding Institution:

Texas Department of Health

Funding Period:

5 yrs.– 2000-2005

Location/Service Area:

Youth and adults in the following East Texas communities: Beaumont, Port Arthur, and the greater metropolitan Houston area.

Collaborators/Co-sponsors:

  • University of Texas at Houston, School of Public Health
  • Texas Dept. of Health, Office of Tobacco Control and Prevention
  • Texas Dept. of Health, Bureau of Disease and Injury Prevention
  • Texas A & M at Prairie View
  • Texas A & M, School of Rural Health
  • University of Houston
  • University of Texas, Austin, Dept. of Kinesiology
  • Southwest Texas State University
  • Texas Southern University
  • West Texas A & M
  • Texas Commission on Alcohol and Drug Abuse
  • M.D. Anderson Cancer Center
  • American Cancer Society

Goals:

To develop an intensive regional, comprehensive tobacco control campaign at CDC recommended funding levels in East Texas communities (Beaumont, Port Arthur, and the greater metropolitan Houston area).

Results:

  • In Year 1 (2000-1), Baylor College of Medicine conducted focus groups, a key observer survey, monitoring of state tobacco sales and anti- and pro-tobacco media messages in the local media of 9 communities
  • Year 2 (2001-2) focused on data analysis; monitoring of trends pertaining to tobacco use, prevention and control; collection of tobacco sales data in Texas; and review of Spanish-language media materials and press releases.
  • # Year 3 (2002-3) focused on intervention delivery, evaluation and monitoring, and data analysis; monitoring of trends pertaining to tobacco use, prevention and control; collection of tobacco sales data in Texas; review of English- and Spanish-language media materials and press releases; revision of the Texas Tobacco Prevention Strategic Plan; and development of a participatory initiative to involve youth in the evaluation and planning of tobacco media activities

Potential Impact:

This project has already produced a decrease in the rate of smoking among youth and adults in East Texas. The rate of reduction in adult tobacco use and in tobacco sales were two times higher in East Texas than in the rest of the state. Tobacco use among middle school students decreased 31% from 2000 to 2002.

Publications:

None to report.