Evaluation of the 2006 North Carolina Tobacco.Reality.Unfiltered (TRU) Campaign

Sep 11, 2026

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This document presents an evaluation of the 2006 North Carolina Tobacco.Reality.Unfiltered (TRU) Campaign, a statewide television initiative launched in 2004 as part of the NC Health & Wellness Trust Fund teen tobacco prevention program. The campaign utilized real stories and focused on health consequences of smoking, with funding increasing to $4.5 million in 2006. The evaluation, based on a logic model, utilized telephone surveys with youth aged 11-17 across four waves from spring 2004 to spring 2007. Key findings indicate that youth awareness of the TRU campaign and its brand/slogans increased substantially from 2006 to 2007. Furthermore, over 95% of NC youth who saw the 2007 ads found them convincing and attention-grabbing, providing good reasons not to use tobacco. In terms of NC youth attitudes, a majority do not believe smoking makes one appear attractive or cool, and 90% support tobacco-free policies. The campaign is considered effective in reaching NC youth, with recommendations to continue targeting at-risk youth, develop new ads, and integrate the campaign with community and school programs. Limitations include potential underestimation from telephone surveys and difficulty in isolating campaign impact

LanguageEnglish

CategoryPosters

FormatPDF

Pages1

AccessFree to download

BACKGROUND

Youth Tobacco Use in North Carolina

TRU Campaign

Evaluation

LOGIC MODEL FOR TRU MEDIA CAMPAIGN

METHODS

RESULTS: YOUTH ATTITUDES

RESULTS: YOUTH AWARENESS OF AND RESPONSES TO TRU MEDIA CAMPAIGN

Awareness of TRU Campaign and Brand

Positive Responses to 2007 Ads

CONCLUSIONS AND RECOMMENDATIONS

LIMITATIONS

REFERENCES

FAQs

What was the primary objective of the TRU Campaign?

The TRU campaign was launched as a statewide television initiative in North Carolina in 2004 to prevent teen tobacco use, focusing on real stories and the health consequences of smoking.

How was the TRU Campaign's effectiveness measured?

The campaign's effectiveness was evaluated using a logic model and telephone surveys conducted with youth aged 11-17 across four waves, from spring 2004 to spring 2007.

What were the main conclusions regarding the TRU Campaign's impact on youth attitudes?

The evaluation concluded that the TRU campaign was effectively reaching North Carolina youth, leading to increased awareness of the brand and slogans. Moreover, a significant majority of youth found the campaign's ads convincing and supportive of reasons not to use tobacco.

Sep 11, 2026

Upload by Mason