Activating interpersonal influence through provocative appeals: Evaluation of a mass media-based antismoking campaign targeting adolescents

In this article, we describe the short-term reactions of the third out of 3 consecutive mass media campaigns in Norway that used provocative emotional appeals to prevent onset of smoking among adolescents. We hypothesized that using provocative appeals would create a discussion among adolescents and that the entire process including interpersonal communication might influence smoking behavior. The mass media campaign consisted of 3 different newspaper advertisements, 1 poster, and 1 television and movie spot. The study population consisted of all adolescents ages 17 and 18 in 1 county in Norway. A questionnaire, focusing on short-term reactions toward the campaign, was mailed to the home addresses of the adolescents in the intervention county (N = 4,994). The response rate was 64.4%. Among the respondents, more than half recalled having been exposed to the campaign. For the present mass media campaign, the recall was highest among nonsmoking boys, and overall, boys showed the most positive affective reactions and girls the most negative affective reactions. A higher percentage of girls than boys had discussed the campaign. The highest proportion of positive behavioral reactions was seen in boys. The strongest predictors of positive behavioral outcomes were positive affective reactions and having discussed the campaign with someone, particularly a peer. Both positive and negative affective responses predicted discussion, which in turn influenced positive behavioral outcome. Negative reactions were seen among the smokers in particular.