Camel No. 9 cigarette-marketing campaign targeted young teenage girls

John P. Pierce, Karen Messer, Lisa E. James, Martha M. White, Sheila Kealey, Donna M. Vallone, Cheryl Healton

Research output: Contribution to journalArticle

Abstract

CONTEXT: The 1998 Master Settlement Agreement (MSA) restricted tobacco industry advertising practices that targeted teens. OBJECTIVE: To assess whether cigarette-advertising campaigns conducted after the MSA continue to influence smoking among adolescents. DESIGN, SETTING, AND PARTICIPANTS: Participants were a national longitudinal cohort of 1036 adolescents (baseline age: 10-13 years) enrolled in a parenting study. Between 2003 and 2008, 5 sequential telephone interviews were conducted, including the participants report of brand of "favorite" cigarette advertisement. The fifth interview was conducted after the start of RJ Reynolds' innovative "Camel No. 9" advertising campaign in 2007. Smoking outcome reported from the fifth survey. RESULTS: The response rate through the fifth survey was 71.8%. Teenagers who reported any favorite cigarette ad at baseline (mean age: 11.7 years) were 50% more likely to have smoked by the fifth interview (adjusted odds ratio: 1.5 [95% confidence interval: 1.0-2.3]). For boys, the proportion with a favorite ad was stable across all 5 surveys, as it was for girls across the first 4 surveys. However, after the start of the Camel No. 9 advertising campaign, the proportion of girls who reported a favorite ad increased by 10 percentage points, to 44%. The Camel brand accounted almost entirely for this increase, and the proportion of each gender that nominated the Marlboro brand remained relatively stable. CONCLUSIONS: After the MSA, adolescents continued to be responsive to cigarette advertising, and those who were responsive were more likely to start smoking. Recent RJ Reynolds advertising may be effectively targeting adolescent girls.

Original languageEnglish (US)
Pages (from-to)619-626
Number of pages8
JournalPediatrics
Volume125
Issue number4
DOIs
StatePublished - Apr 2010

Fingerprint

Camelus
Marketing
Tobacco Products
Smoking
Interviews
Tobacco Industry
Parenting
Odds Ratio
Confidence Intervals
Surveys and Questionnaires

Keywords

  • Adolescence
  • Smoking
  • Tobacco industry advertising

ASJC Scopus subject areas

  • Pediatrics, Perinatology, and Child Health

Cite this

Pierce, J. P., Messer, K., James, L. E., White, M. M., Kealey, S., Vallone, D. M., & Healton, C. (2010). Camel No. 9 cigarette-marketing campaign targeted young teenage girls. Pediatrics, 125(4), 619-626. https://doi.org/10.1542/peds.2009-0607

Camel No. 9 cigarette-marketing campaign targeted young teenage girls. / Pierce, John P.; Messer, Karen; James, Lisa E.; White, Martha M.; Kealey, Sheila; Vallone, Donna M.; Healton, Cheryl.

In: Pediatrics, Vol. 125, No. 4, 04.2010, p. 619-626.

Research output: Contribution to journalArticle

Pierce, JP, Messer, K, James, LE, White, MM, Kealey, S, Vallone, DM & Healton, C 2010, 'Camel No. 9 cigarette-marketing campaign targeted young teenage girls', Pediatrics, vol. 125, no. 4, pp. 619-626. https://doi.org/10.1542/peds.2009-0607
Pierce JP, Messer K, James LE, White MM, Kealey S, Vallone DM et al. Camel No. 9 cigarette-marketing campaign targeted young teenage girls. Pediatrics. 2010 Apr;125(4):619-626. https://doi.org/10.1542/peds.2009-0607
Pierce, John P. ; Messer, Karen ; James, Lisa E. ; White, Martha M. ; Kealey, Sheila ; Vallone, Donna M. ; Healton, Cheryl. / Camel No. 9 cigarette-marketing campaign targeted young teenage girls. In: Pediatrics. 2010 ; Vol. 125, No. 4. pp. 619-626.
@article{6be0609feea2465298a0e66f8ada49ce,
title = "Camel No. 9 cigarette-marketing campaign targeted young teenage girls",
abstract = "CONTEXT: The 1998 Master Settlement Agreement (MSA) restricted tobacco industry advertising practices that targeted teens. OBJECTIVE: To assess whether cigarette-advertising campaigns conducted after the MSA continue to influence smoking among adolescents. DESIGN, SETTING, AND PARTICIPANTS: Participants were a national longitudinal cohort of 1036 adolescents (baseline age: 10-13 years) enrolled in a parenting study. Between 2003 and 2008, 5 sequential telephone interviews were conducted, including the participants report of brand of {"}favorite{"} cigarette advertisement. The fifth interview was conducted after the start of RJ Reynolds' innovative {"}Camel No. 9{"} advertising campaign in 2007. Smoking outcome reported from the fifth survey. RESULTS: The response rate through the fifth survey was 71.8{\%}. Teenagers who reported any favorite cigarette ad at baseline (mean age: 11.7 years) were 50{\%} more likely to have smoked by the fifth interview (adjusted odds ratio: 1.5 [95{\%} confidence interval: 1.0-2.3]). For boys, the proportion with a favorite ad was stable across all 5 surveys, as it was for girls across the first 4 surveys. However, after the start of the Camel No. 9 advertising campaign, the proportion of girls who reported a favorite ad increased by 10 percentage points, to 44{\%}. The Camel brand accounted almost entirely for this increase, and the proportion of each gender that nominated the Marlboro brand remained relatively stable. CONCLUSIONS: After the MSA, adolescents continued to be responsive to cigarette advertising, and those who were responsive were more likely to start smoking. Recent RJ Reynolds advertising may be effectively targeting adolescent girls.",
keywords = "Adolescence, Smoking, Tobacco industry advertising",
author = "Pierce, {John P.} and Karen Messer and James, {Lisa E.} and White, {Martha M.} and Sheila Kealey and Vallone, {Donna M.} and Cheryl Healton",
year = "2010",
month = "4",
doi = "10.1542/peds.2009-0607",
language = "English (US)",
volume = "125",
pages = "619--626",
journal = "Pediatrics",
issn = "0031-4005",
publisher = "American Academy of Pediatrics",
number = "4",

}

TY - JOUR

T1 - Camel No. 9 cigarette-marketing campaign targeted young teenage girls

AU - Pierce, John P.

AU - Messer, Karen

AU - James, Lisa E.

AU - White, Martha M.

AU - Kealey, Sheila

AU - Vallone, Donna M.

AU - Healton, Cheryl

PY - 2010/4

Y1 - 2010/4

N2 - CONTEXT: The 1998 Master Settlement Agreement (MSA) restricted tobacco industry advertising practices that targeted teens. OBJECTIVE: To assess whether cigarette-advertising campaigns conducted after the MSA continue to influence smoking among adolescents. DESIGN, SETTING, AND PARTICIPANTS: Participants were a national longitudinal cohort of 1036 adolescents (baseline age: 10-13 years) enrolled in a parenting study. Between 2003 and 2008, 5 sequential telephone interviews were conducted, including the participants report of brand of "favorite" cigarette advertisement. The fifth interview was conducted after the start of RJ Reynolds' innovative "Camel No. 9" advertising campaign in 2007. Smoking outcome reported from the fifth survey. RESULTS: The response rate through the fifth survey was 71.8%. Teenagers who reported any favorite cigarette ad at baseline (mean age: 11.7 years) were 50% more likely to have smoked by the fifth interview (adjusted odds ratio: 1.5 [95% confidence interval: 1.0-2.3]). For boys, the proportion with a favorite ad was stable across all 5 surveys, as it was for girls across the first 4 surveys. However, after the start of the Camel No. 9 advertising campaign, the proportion of girls who reported a favorite ad increased by 10 percentage points, to 44%. The Camel brand accounted almost entirely for this increase, and the proportion of each gender that nominated the Marlboro brand remained relatively stable. CONCLUSIONS: After the MSA, adolescents continued to be responsive to cigarette advertising, and those who were responsive were more likely to start smoking. Recent RJ Reynolds advertising may be effectively targeting adolescent girls.

AB - CONTEXT: The 1998 Master Settlement Agreement (MSA) restricted tobacco industry advertising practices that targeted teens. OBJECTIVE: To assess whether cigarette-advertising campaigns conducted after the MSA continue to influence smoking among adolescents. DESIGN, SETTING, AND PARTICIPANTS: Participants were a national longitudinal cohort of 1036 adolescents (baseline age: 10-13 years) enrolled in a parenting study. Between 2003 and 2008, 5 sequential telephone interviews were conducted, including the participants report of brand of "favorite" cigarette advertisement. The fifth interview was conducted after the start of RJ Reynolds' innovative "Camel No. 9" advertising campaign in 2007. Smoking outcome reported from the fifth survey. RESULTS: The response rate through the fifth survey was 71.8%. Teenagers who reported any favorite cigarette ad at baseline (mean age: 11.7 years) were 50% more likely to have smoked by the fifth interview (adjusted odds ratio: 1.5 [95% confidence interval: 1.0-2.3]). For boys, the proportion with a favorite ad was stable across all 5 surveys, as it was for girls across the first 4 surveys. However, after the start of the Camel No. 9 advertising campaign, the proportion of girls who reported a favorite ad increased by 10 percentage points, to 44%. The Camel brand accounted almost entirely for this increase, and the proportion of each gender that nominated the Marlboro brand remained relatively stable. CONCLUSIONS: After the MSA, adolescents continued to be responsive to cigarette advertising, and those who were responsive were more likely to start smoking. Recent RJ Reynolds advertising may be effectively targeting adolescent girls.

KW - Adolescence

KW - Smoking

KW - Tobacco industry advertising

UR - http://www.scopus.com/inward/record.url?scp=77950557169&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=77950557169&partnerID=8YFLogxK

U2 - 10.1542/peds.2009-0607

DO - 10.1542/peds.2009-0607

M3 - Article

VL - 125

SP - 619

EP - 626

JO - Pediatrics

JF - Pediatrics

SN - 0031-4005

IS - 4

ER -