1 Prepared by: A Look Back & At The Future VTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT...

1

Prepared by:

A Look Back & At The FutureVTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT

JULY 23, 2003

2

PURPOSE:

Ensure effective and efficient creative development process.

3

Grounding ourselves in past and new research.

4

Original Positioning Research Harris Tracking Research

Look-Look May, 2003 Report Harris June, 2003 Virginia Kids Insights

8

KIDS

Trusting of everyone,

parents are perfect,

idealists, crave attention and approval of

parents, recognize authority, want to be tweens.5 6 7 8 9

Skeptical of parents, stressed out, self-critical, extremely

dependent on peers, gaining independence from parents—but still

need them to take them to the malls, want to be

teens.

9 10 11 12 13 14

Emotional rollercoasters,

question authority, peers set the culture,

test all the limits, want to be unique.

14 15 16 17 18

Focus on Tweens

Boys and Girls ages 10 - 14

Generally grades 5 - 8

Why Focus on Tweens?

It’s a period of great transition characterized by rapid

changes in maturation, both physically and psychologically. Loosening parental bonds

Hormonal changes

Emerging sexuality

Increased stress - academic, social, household chores, extra-curricular

Increase in peer influence

Why Focus on Tweens? (con’t)

Middle school offers special challenges Less protective environment

Peer groupings more defined

Desire to “fit in at all costs” - attach or be left out

Contact with cigarettes increased dramatically

Interdicting behavior important, because teen smokers start early

(83% before age 15, 20% by age 10)


Tweens are less likely to have tried tobacco 60 - 70% 15-17 year olds

35% 13-14 year olds

14% 10-12 year olds

Tweens are less likely to believe they will become smokers After one year, 35% 15-17 year olds, 10% 10-12 year olds


Tweens are less likely to obtain cigarettes from family

members 25% 15-17 year olds

5% 10-14 year olds

Tweens are more influenced by anti-smoking messages More believable 67% vs. 49%

Encourage to talk 47% vs. 33%

Less likely to try 56% vs. 36%


Tweens are less prone to sensation seeking behavior, more likely

to “play it safe” (92% vs. 41%)

Tweens are more likely to accept the influence of parents/adults

(80% vs. 40%)

Tweens are easy to reach with traditional media

Youth Involvement Front and Center

The Research

Roper Survey A: Quantitative study exploring Virginia youth’s

attitudes, influences, activities and Internet and computer

usage

Roper Survey B: Quantitative look at sensation-seeking

behavior, brands, media and entertainment habits, smoking

attitudes and behaviors, initial positioning testing.

Harris Interactive Virginia Youth Insights Study: Quantitative

study examining youth media and on-line activities, self-

images and health attitudes, smoking attitudes and

experiences, believability and impact of anti-smoking message

exploratory.

Youth Involvement Front and Center (con’t)

The Research

Look - Look Man On The Street Interviews: Qualitative peer-to-peer (tween and

teen) anti-smoking idea development exploratory

Look - Look Audience Culture and Tobacco Insight Studies: On-line research

to look at youth identity and lifestyle, passion zones, what’s hot, and tobacco insights.

Look - Look: Staged qualitative studies based upon the maintenance of on-line panels of

tweens and teens to conduct real-time and continuous research on cultural currency,

topical issues, positioning and advertising messaging testing from now through 2003.

In all, over 2200 Virginia kids took part in this research

All studies were designed to accommodate Virginia’s regionality, audience age, gender, and ethnicity breaks.

Parental consent was obtained for all respondents under age 13, in compliance with COPPA laws.

In some respects, kids are kids…

Virginia Kids vs National Kids

At the same time, Virginia’s kids are different in some revealing ways


They’re more confident More likely to think they’re cool (79% vs. 64%)

Less concerned with others’ opinions of them (55% vs 34%)

Want to stand apart from the crowd, to be unique (57% vs. 41%)

And more socially active They give or go to the best parties (33% vs. 14%)

More likely to have a girlfriend/boyfriend (38% vs. 23%)

More likely to be in a club or organization at school (80% vs 53%)

Many more belong to groups outside of school (67% vs. 46%)

More likely to take part in church groups (33% vs. 24%)

But, they look forward to school less (53% vs. 69%), and, what

interests them most about school is being with friends

At the same time, Virginia’s kids are different in some revealing ways


They seem less interested in sports at school Rank junior varsity and varsity sports as only their #4 school-related

activity (It’s #1 across the US)

They’re more connected They go on-line at home (77%) and at school (72%), and a third use

the computer in their room

More use the Internet for purposes other than e-mail (70% vs. 61%)

Using the Internet for homework ranks only #7 with them. (It’s #1 in the

US)

They like certain kinds of music more - and less They’re very into mainstream styles like rap, hip-hop, and reggae

Less into fringe styles like alternative, heavy metal, and techno

Youth Profile (School/Non-School Activities)

Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female

Values in %

School Activities

Types participated in:

Band/Orchestra/Choir 34.5 18.1 22.8 29.7 21.6 35.3

Intramural or club sports 28.7 24.1 23.9 28.0 31.1 22.8

Academic group or club 21.7 29.4 19.8 26.1 21.1 28.1

Varsity or Jr. varsity sports 13.8 32.8 28.6 19.1 26.1 15.5

Volunteer work 16.8 23.7 20.9 19.1 12.8 25.9

Non-school Activities


Church group 34.7 29.9 25.3 35.0 32.1 33.7

Other organized sports team 25.1 18.2 14.6 24.4 22.9 22.2

Music group 11.7 24.8 26.7 14.3 18.7 14.4

Little league or youth baseball 12.7 7.3 8.5 11.1 16.2 5.2

Fan Club 2.8 2.2 5.2 1.7 2.0 2.8

Youth Profile (School/Non-School Activities)

Northern Southwest Central Tidewater

Values in %

School Activities


Band/Orchestra/Choir 24.9 29.8 37.123.1

Intramural or club sports 26.3 35.4 26.822.5

Academic group or club 28.0 23.3 22.024.2

Varsity or Jr. varsity sports 21.1 25.1 16.522.1

Volunteer work 20.4 19.2 18.918.7

Non-school Activities


Church group 27.9 43.3 40.324.6

Other organized sports team 25.9 21.9 24.117.7

Music group 14.3 16.6 15.520.1

Little league or youth baseball 4.7 18.8 11.611.4

Fan Club 2.7 1.9 1.5 3.5

Youth Profile (Sports)


Values in %

Team Sports

Basketball 40.1 35.8 34.9 38.9 49.4 27.5

Swimming 31.7 24.7 30.7 28.5 25.6 32.6

Football 27.9 29.7 33.6 27.0 46.7 10.4

Soccer 26.5 17.3 17.5 24.3 21.7 24.4

Baseball 18.6 18.4 17.3 18.3 30.5 6.5

Individual Sports

Roller Blading/Inline Skating 14.8 12.1 10.8 14.6 14.6 13.0

Skateboarding 11.7 10.9 19.5 9.1 18.0 4.9

Wrestling 6.5 6.3 12.1 4.8 11.0 1.8

Skiing 5.5 7.2 9.0 5.5 6.2 6.2

Hunting 5.2 4.7 8.8 4.0 9.0 1.1

Surfing 2.9 6.1 9.1 2.8 6.1 2.1

Youth Profile (Sports)


Values in %

Team Sports

Basketball 35.8 39.1 39.8 39.7

Swimming 33.5 38.2 25.4 21.9

Football 31.2 29.5 22.6 30.9

Soccer 29.0 21.0 22.9 17.9

Baseball 14.8 24.2 18.7 18.9

Individual Sports

Roller Blading/Inline Skating 14.3 14.1 15.9 11.0

Skateboarding 11.3 16.8 6.5 12.9

Wrestling 3.9 10.4 5.1 7.9

Skiing 4.2 9.6 10.7 1.7

Hunting 4.5 12.3 4.2 1.9

Surfing 3.9 3.0 3.8 5.3

Youth Profile (Brands)


Values in %

Importance

Very/Somewhat Important 74.4 79.6 74.4 77.4 76.0 76.6

Favorite Brands

Nike 47.2 39.3 32.9 46.3 47.3 41.1

Adidas 37.4 31.7 41.3 33.7 32.9 37.6

Tommy Girl 30.4 24.9 23.7 29.3 7.6 48.9

Polo 29.6 29.7 30.9 29.2 31.9 27.4

The Gap 28.2 30.6 24.0 30.2 22.8 35.3

FUBU 27.8 20.7 15.9 26.6 29.3 21.1

McDonald’s 27.7 18.9 17.9 25.8 25.7 23.1

Pepsi 27.5 15.4 19.7 23.6 23.6 22.4

Playstation 27.3 25.7 28.8 25.6 40.7 12.8

MTV 22.5 27.8 22.1 25.3 23.5 25.4

Tommy 21.3 16.5 15.4 20.7 25.4 13.6

Coke 20.6 21.9 22.5 20.1 27.7 14.5

Youth Profile (Brands)


Importance

Very/Somewhat Important 77.4 75.5 72.9 78.9

Favorite Brands

Nike 52.4 46.4 38.2 39.8

Adidas 38.9 45.0 32.5 27.8

Tommy Girl 24.5 36.9 27.3 28.2

Polo 28.4 21.3 32.4 33.5

The Gap 20.8 29.4 32.2 34.8

FUBU 15.8 36.3 29.4 24.1

McDonald’s 22.8 21.9 23.8 28.3

Pepsi 22.4 25.0 14.8 30.5

Playstation 29.1 24.5 25.8 26.4

MTV 23.3 32.6 23.6 21.4

Tommy 16.8 19.7 21.8 20.0

Coke 16.6 21.8 23.8 22.7

Values in %

Youth Profile (Connectedness-1)


Values in %

Places the internet is accessed

Home 75.7 78.1 69.9 78.4 75.6 77.6

School 70.0 75.4 69.3 73.2 71.4 72.6

What do you use the internet for?

Send or receive e-mail 49.0 61.5 56.1 53.7 42.6 64.7

Play on-line games 48.9 33.2 33.6 45.8 49.9 36.2

“Chat” with people 45.6 57.5 55.3 49.0 44.4 55.6

Download music or audio 41.8 50.9 48.7 44.5 44.4 46.0

Just surf the net 38.2 40.2 39.7 38.8 39.7 38.2

Info on TV shows, movies, etc… 37.7 34.0 28.2 38.5 32.0 40.7

Help on homework 37.6 37.5 30.1 39.4 33.3 41.8

Info about things I like to buy35.0 47.4 34.5 41.0 41.2 38.1

Instant messaging/buddy lists 31.8 40.5 37.3 34.6 26.8 43.3

Sample or listen to music 29.0 39.7 35.0 32.7 31.0 34.9



Values in %

Places the internet is accessed

Home 83.6 74.2 72.074.8

School 80.0 75.7 71.561.2

What do you use the internet for?

Send or receive e-mail 61.0 63.9 43.748.7

Play on-line games 46.0 42.5 37.745.4

“Chat” with people 58.2 54.8 40.847.0

Download music or audio 48.4 46.5 41.144.9

Just surf the net 45.0 42.3 30.438.5

Info on TV shows, movies, etc… 36.9 39.7 33.636.2

Help on homework 35.4 43.5 37.436.3

Info about things I like to buy 39.6 42.3 39.438.2

Instant messaging/buddy lists 36.4 37.9 32.534.2

Sample or listen to music 35.9 33.3 35.527.1


Tween Teen(10-14) (15-17) Male Female

Values in %

How many times did you go online

last week? Avg.

Five (5) or more times 42.5 58.0 57.0 40.0

What types of sites did you visit?

Interactive game sites 62.5 32.0 56.0 44.0

Music sites 56.0 60.0 53.0 63.0

Sports sites 38.0 40.0 61.0 15.0

Search engines 37.5 62.0 52.0 42.0

Health news 1.5 12.0 5.0 6.0



Values in %

How many times did you go online

last week? Avg.

Five (5) or more times 52.0 48.0 51.042.0

What types of sites did you visit?

Interactive game sites 47.0 41.0 55.055.0

Music sites 47.0 57.0 60.068.0

Sports sites 36.0 39.0 49.035.0

Search engines 53.0 48.0 40.046.0

Health news 5.0 9.0 3.0 7.0


Tween Teen(10-14) (15-17) Male Female

Values in %

How many different people did you

talk with on the telephone

(yesterday)?

More than three (3) 25.0 31.0 28.0 25.0


send an email to yesterday?

Two (2) or more 25.5 25.0 22.0 30.0


receive an email from yesterday?

More than three (3) 19.5 27.0 21.0 24.0


instant message yesterday?

Two (2) or more 27.5 43.0 34.0 32.0

When you find something new that

you like, how many people do you

tell about it?

More than five (5) people 29.0 41.0 39.0 26.0

Youth Profile (Influences/Influencers-1 & Aspirations)

Tween Teen Non(10-14) (15-17) Smoker Smoker Male

Female

Values in %

Friends influences on my life/decisions:

What to buy 38.9 47.1 43.9 41.4 38.9 45.0

Smoking 34.2 40.9 51.9 32.9 31.2 42.2

Drinking 33.0 45.7 52.0 34.5 33.2 42.2

What to be when I grow up 24.0 26.6 23.9 25.3 21.6 28.4

Parents influences on my life/decisions:

Smoking 71.6 52.3 37.2 71.4 63.6 65.3

Drinking 69.3 44.5 34.8 66.6 59.4 60.8

What to be when I grow up 48.2 48.7 48.8 48.6 52.6 44.2

What to buy 32.0 25.1 22.5 31.0 25.1 33.8

Aspirations

What do you want to do after

graduation?

4-year college 61.3 64.2 49.9 65.6 56.4 68.4

get a job 16.6 9.0 16.0 13.0 17.2 10.4

2-year college/vocat./tech school 19.0 21.4 26.4 18.4 22.4 17.4

military 11.9 18.0 20.8 12.6 23.2 5.2

time off then college or job 15.9 14.4 21.7 13.1 18.6 11.0

Youth Profile (Influences/Influencers-2)


Values in %

Do you have an adult you can talk

to about a serious problem?

Yes 91.0 88.7 84.8 91.8 89.4 90.8

No 8.9 11.0 15.2 8.1 10.5 8.9

Who is that adult?

Mother 74.3 61.6 59.4 71.8 64.6 74.5

Friend 53.1 61.9 63.4 54.6 50.6 61.9

Father 53.1 44.5 48.8 50.0 55.6 44.4

Teacher 26.4 21.1 21.1 24.9 23.8 25.2

School Counselor 14.3 10.4 11.8 12.8 13.7 12.0

Priest/Minister/Rabbi 9.3 13.2 5.8 11.9 11.7 9.7

Coach or club teacher 8.0 9.6 10.5 8.2 11.7 5.5

Youth Profile (Smoking-1)


Values in %

Does anyone in your home smoke?No 58.8 48.8 30.0 60.9 55.8 54.3Yes 40.8 51.0 69.8 38.7 43.7 45.6

How many of your close malefriends smoke?

0 56.0 26.8 9.8 53.8 46.9 43.41 11.4 16.3 12.8 26.1 13.8 12.62 7.9 18.0 19.6 9.7 10.9 12.34 6.5 17.7 33.7 5.3 11.3 10.13 4.0 9.8 14.5 4.2 5.8 6.5

How many of your close femalefriends smoke?

0 61.6 32.4 14.0 59.5 48.8 52.61 9.9 15.1 13.4 11.5 11.0 12.62 7.3 16.9 21.3 8.5 11.3 10.54 4.7 16.2 29.8 4.0 8.3 9.63 4.2 7.4 14.3 3.3 6.3 4.5

How old were you when you firstsmoked a whole cigarette?

14 or younger 86.3 71.7 82.9 72.0 76.1 79.8



Female

Values in %

How do you describe a smoker?

Stupid 51.5 31.8 16.4 50.7 41.9 46.4

Nervous 44.1 34.4 32.0 44.1 38.9 44.7

Lazy 44.0 38.1 33.6 41.5 38.3 42.7

Unattractive 38.7 28.8 11.9 43.7 31.3 43.6

Not confident 38.4 35.9 17.9 39.3 33.1 37.0

A follower 34.2 11.7 18.2 32.2 25.5 33.0

Immature 30.9 21.1 10.0 30.9 24.7 29.8

Unpopular 28.9 19.1 9.2 29.5 21.7 29.9

Unreliable 26.5 34.0 10.2 29.0 23.8 26.6

Friendly 22.8 12.3 53.3 14.2 25.7 17.8

Unfriendly 20.0 15.7 8.0 21.2 21.1 16.7

Self-centered 15.4 32.5 12.8 19.9 16.5 20.3

Outgoing 11.7 14.6 22.0 10.3 13.3 12.3

Popular 10.7 14.3 22.2 9.8 11.5 12.6



Female

Values in %

How do you describe a smoker?

Mature 8.9 10.6 25.1 7.9 13.2 9.6

Adventurous 7.8 15.5 21.3 8.3 11.7 9.6

Shy 7.7 10.8 21.5 6.9 7.3 11.7

Confident 7.2 12.5 22.8 5.7 11.2 7.3

Attractive 7.1 18.7 21.3 6.4 9.1 9.2

Calm 6.6 11.4 24.8 4.8 11.4 6.3

Cautious 6.4 11.4 15.3 6.4 7.6 9.1

A leader 5.9 8.2 12.7 5.4 4.7 8.7

Hardworking 5.6 15.3 16.7 6.3 8.6 7.8

Generous 5.1 10.0 16.1 4.4 7.7 6.1

Smart 4.7 8.0 16.3 3.6 6.4 5.5

Reliable 4.3 7.1 10.4 4.0 6.2 4.5

A statement that answers the question:

Position Statement - What Is It?

“What can we say that will motivate people to take a desired action?

Is it believable? Is it relevant? Is it important? Is it unique? Is it motivating?

Company Position Statement

Company Position Statement Tagline

We make the first computer that’s easy for ordinary people to use.

“Computers for the Rest of Us”

“Just Do It”

We’ve built a new kind of car company, one that you’ll enjoy doing business with.

We engineer performance for those of you who value the exhilaration of driving.

Now you can buy American quality that’s as good as the imports.

Apple

Nike

Saturn

BMW

Ford

We understand true athletes of all kinds.

“A Different Kind of Car Company”

“The Ultimate Driving Machine”

“Quality is Job 1”

Health Effects

Position Statements

When you’re young you don’t think so much about getting really sick or dying so smoking doesn’t seem so

bad. But starting to smoke now will probably lead to serious disease or death.

Addiction

Position Statements

Most teenagers who smoke think they can quit anytime, but quitting isn’t as easy as you might think. Out of all young people ages 11 - 17 who start smoking, half of

them become regular smokers.

Real Friends

Position Statements

Your real friends don’t care whether you smoke or not. They judge you by other things like whether you’re fun

and a person they can count on.

Make u Cool

Position Statements

Teens who can’t be cool some other way think smoking makes them cool.

Smart Decisions

Position Statements

When your parents and other adults see you making smart choices like not smoking, they cut you some slack

and trust you to make more of your own decisions like staying out late, driving a car and going places by

yourself.

Losers

Position Statements

Most teens think teens who smoke are losers.

Sounds Stupid

Position Statements

Okay, smoking gives you bad breath, smelly hair and wrinkles - not to mention 50 different illnesses and 20 ways of dying early. Somebody explain why smoking

doesn’t sound stupid.

Rebel Against Stupidity

Position Statements

They say teenagers are rebellious. So, why not refuse to smoke and rebel against stupidity.

You Have the Power

Position Statements

Throughout your life companies will try to get you to do things. Eat more burgers. Buy more CDs. Wear this makeup. Drive this car. Smoke these cigarettes. But, you aren’t helpless. You have the power to say yes or

no.

Alternative Choices

Position Statements

Let’s see. Gas for the car or cigarettes; movies or cigarettes;new clothes or cigarettes; cool make-up or

cigarettes; good health or cigarettes. There are alternatives to smoking.

Stops in Virginia

Position Statements

Smoking started in Virginia. Wouldn’t it be great if kids here decided that this is where it will stop?

Choose Not To

Position Statements

We refuse to be manipulated by tobacco companies. We are smarter and stronger than that. We were born with

tobacco and we don’t smoke because we choose not to.

Weird

Position Statements

Why are there so many more people who don’t smoke than who do? Maybe it’s because they’re not weird.

They know that smoke coming out of their noses is not normal.

Your Decision

Position Statements

The Truth campaign only tells half the truth. It’s true that tobacco companies try to get people to smoke. But the

real truth is that the decision is yours, not theirs.

Your Future

Position Statements

With all that is going on in the world, it’s time to get serious about your future. Some things, like smoking,

just get in the way of being ready for whatever challenges the future might bring.

Positioning Analysis-GeoDemo(% Very Believable/Not Believable)

AGE PARENT EDUCATION

10-12 13-14 15-17 10-14 13-17 HS SC C

Health Effects 67(4) 61(3) 58(6) 64(4) 59(5) 65(6) 61(4) 59(5)

Addiction 62(4) 58(4) 64(3) 60(4) 62(3) 62(4) 64(3) 63(3)

Real Friends 48(11) 41(10) 48(6) 45(10) 45(7) 48(6) 40(12) 44(9)

Makes U Cool 55(9) 47(9) 37(12) 52(9) 41(11) 52(9) 44(9) 37(12)

Smart Decisions 52(6) 49(6) 50(11) 51(6) 50(9) 56(6) 34(11) 50(10)

Losers 41(10) 34(13) 26(19) 38(12) 29(16) 36(14) 26(19) 27(11)

Sounds Stupid 64(3) 69(4) 68(3) 66(3) 69(4) 71(3) 61(3) 63(5)

Rebel/Stupidity 54(4) 45(9) 36(12) 50(6) 40(11) 49(9) 43(11) 40(8)

You Have the Power 71(3) 58(4) 63(6) 66(3) 61(5) 67(3) 60(5) 63(4)

Alternative Choices 57(3) 57(5) 61(8) 57(4) 59(7) 60(4) 59(4) 56(7)

Stops in VA 47(6) 40(8) 43(15) 44(7) 42(12) 41(12) 36(8) 40(10)

Choose not to 59(2) 50(9) 54(5) 55(5) 52(6) 55(7) 40(4) 60(3)

Positioning Analysis-GeoDemo(% Very Believable/Not Believable)

GENDER RACE REGION

M F W B N SW C T

Health Effects 68(3) 56(7) 62(5) 63(5) 48(7) 68(5) 60(3) 76(3)

Addiction 59(5) 64(3) 64(4) 63(3) 57(3) 66(2) 55(8) 71(2)

Real Friends 46(10) 47(8) 50(6) 51(12) 41(11) 55(8) 47(11) 46(5)

Makes U Cool 47(12) 45(8) 42(12) 54(7) 40(7) 49(12) 49(12) 49(11)

Smart Decisions 44(10) 58(6) 52(7) 50(9) 40(10) 45(10) 49(8) 68(4)

Losers 39(17) 28(12) 31(15) 40(14) 22(18) 27(10) 41(13) 42(14)

Sounds Stupid 65(3) 69(3) 68(3) 65(4) 58(3) 67(8) 65(4) 79(1)

Rebel/Stupidity 48(7) 43(10) 43(10) 51(5) 34(9) 40(10) 47(5) 59(8)



Stops in VA 43(10) 44(10) 39(12) 48(7) 30(9) 44(7) 47(8) 54(14)

Choose not to 56(5) 54(5) 50(4) 62(7) 41(7) 50(6) 61(3) 67(3)

Positioning Analysis-GeoDemo(% Stop and Think A Lot/Not at All)


10-12 13-14 15-17 10-14 13-17 HS SC C

Health Effects 59(2) 44(6) 50(4) 53(4) 47(5) 56(3) 48(6) 48(3)

Addiction 58(2) 43(8) 42(7) 52(5) 43(7) 55(7) 47(3) 35(5)

Real Friends 49(10) 36(11) 35(11) 44(10) 36(11) 48(8) 32(10) 36(11)

Makes U Cool 49(6) 31(12) 29(24) 42(8) 30(19) 42(9) 30(15) 27(22)

Smart Decisions 46(7) 48(12) 39(15) 47(9) 43(13) 47(11) 34(12) 38(10)

Losers 47(4) 36(12) 24(22) 43(7) 29(18) 38(10) 34(15) 28(15)

Sounds Stupid 62(2) 50(5) 54(3) 57(3) 52(4) 58(3) 52(3) 53(4)

Rebel/Stupidity 47(5) 32(11) 37(15) 41(8) 35(14) 48(9) 34(15) 27(12)



Stops in VA 47(9) 36(8) 36(20) 43(9) 36(15) 46(15) 33(14) 28(14)

Choose not to 50(4) 38(11) 38(12) 45(7) 38(12) 47(10) 33(14) 34(6)


GENDER RACE REGION

M F W B N SW C T

Health Effects 50(2) 54(5) 50(5) 56(3) 37(3) 48(3) 51(8) 71(1)

Addiction 48(5) 48(6) 47(7) 54(3) 39(3) 48(13) 42(6) 66(2)

Real Friends 41(11) 40(10) 40(11) 44(9) 33(15) 41(13) 46(9) 44(5)

Makes U Cool 38(14) 36(15) 32(19) 44(6) 31(16) 30(12) 39(15) 46(13)

Smart Decisions 40(13) 48(9) 43(12) 44(8) 33(12) 48(10) 41(16) 56(5)

Losers 36(15) 36(11) 32(16) 40(8) 29(18) 31(15) 38(8) 45(10)

Sounds Stupid 54(3) 57(3) 58(4) 51(2) 50(1) 56(4) 51(2) 69(1)

Rebel/Stupidity 43(8) 36(13) 34(12) 47(8) 29(15) 38(8) 36(9) 55(9)



Stops in VA 36(12) 44(13) 36(16) 42(6) 31(17) 40(9) 32(10) 58(13)

Choose not to 40(8) 45(10) 38(8) 49(10) 31(9) 40(12) 39(12) 59(4)

Positioning Analysis-Lifestyle(% Very Believable/Not Believable)

Smoke Now? Likely--5 Yrs? Parents Say, Don’t Smoke!

NotYes No Tried Tried Yes No Yes No

Health Effects 42(2) 66(5) 66(7) 67(5) 52(3) 69(6) 63(4) 56(6)

Addiction 61(4) 62(4) 54(1) 65(4) 55(4) 66(4) 63(3) 57(5)

Real Friends 46(8) 47(9) 50(6) 46(10) 43(8) 48(9) 47(9) 45(6)

Makes U Cool 26(19) 51(8) 42(9) 54(8) 40(14) 50(8) 44(11) 54(7)

Smart Decisions 44(11) 53(7) 48(9) 54(6) 42(8) 57(8) 53(9) 42(5)

Losers 22(22) 36(12) 28(17) 38(11) 26(18) 39(12) 32(14) 38(14)

Sounds Stupid 62(3) 68(3) 63(1) 70(4) 62(2) 70(4) 68(3) 61(3)

Rebel/Stupidity 29(12) 49(7) 44(2) 51(9) 33(9) 54(7) 47(9) 43(4)



Stops in VA 36(17) 45(8) 40(6) 47(8) 37(10) 48(10) 45(10) 36(9)

Choose not to 38(9) 58(4) 47(6) 62(3) 45(8) 62(3) 54(6) 59(2)

Positioning Analysis-Lifestyle(% Very Believable/Not Believable)

Smoker in Home? Best Friends Behavior Smoke?No 1 or

Yes No Relative Relative None More SS NSS

Health Effects 60(5) 64(4) 58(5) 65(4) 66(4) 62(7) 61(4) 63(5)

Addiction 61(4) 62(3) 59(4) 64(3) 64(4) 58(4) 59(3) 64(4)

Real Friends 52(7) 42(10) 50(7) 44(10) 46(11) 47(9) 52(5) 42(12)

Makes U Cool 48(12) 45(9) 49(12) 44(9) 51(9) 49(8) 47(11) 45(10)

Smart Decisions 50(8) 52(8) 50(8) 51(8) 52(6) 51(8) 50(6) 51(10)

Losers 33(17) 34(12) 34(16) 33(13) 39(10) 34(16) 36(15) 32(13)

Sounds Stupid 68(1) 66(4) 66(1) 68(4) 68(3) 68(4) 64(2) 69(4)

Rebel/Stupidity 42(9) 48(8) 42(8) 47(8) 52(6) 46(8) 43(8) 47(8)



Stops in VA 40(10) 46(9) 39(11) 47(9) 46(10) 40(10) 42(10) 45(9)

Choose not to 48(6) 60(4) 48(5) 60(4) 59(4) 53(5) 49(5) 59(5)

Positioning Analysis-Lifestyle(% Stop and Think a Lot/Not at All)

Smoke Now? Likely--5 Yrs? Parents Say, Don’t Smoke!

NotYes No Tried Tried Yes No Yes No

Health Effects 28(8) 57(3) 49(2) 61(3) 39(5) 60(3) 52(4) 51(1)

Addiction 30(12) 52(4) 42(4) 56(4) 34(7) 58(4) 49(5) 44(7)

Real Friends 28(19) 44(8) 38(6) 47(9) 33(11) 46(10) 41(11) 41(6)

Makes U Cool 20(29) 41(11) 32(15) 44(10) 25(19) 45(11) 36(15) 40(12)

Smart Decisions 27(20) 48(9) 51(10) 47(8) 33(13) 52(10) 46(11) 38(12)

Losers 18(31) 40(8) 29(13) 44(7) 21(17) 46(10) 36(14) 37(9)

Sounds Stupid 38(5) 60(3) 51(3) 62(3) 41(4) 66(3) 56(3) 56(3)

Rebel/Stupidity 21(18) 43(9) 41(9) 44(9) 27(13) 47(9) 38(10) 47(12)



Stops in VA 24(22) 43(11) 39(11) 44(11) 28(15) 48(11) 40(13) 41(12)

Choose not to 27(16) 46(7) 36(9) 49(7) 33(11) 49(7) 43(10) 42(6)

Positioning Analysis-Lifestyle(% Stop and Think a Lot/Not at All)

Smoker in Home? Best Friends Behavior Smoke?No 1 or

Yes No Relative Relative None More SS NSS

Health Effects 47(4) 55(3) 49(4) 54(4) 59(3) 56(3) 47(4) 56(4)

Addiction 47(8) 50(3) 47(8) 50(3) 55(4) 48(4) 42(6) 54(4)

Real Friends 39(11) 42(10) 38(11) 43(10) 46(10) 44(8) 41(12) 41(9)

Makes U Cool 35(18) 38(12) 36(18) 38(11) 43(9) 37(13) 33(16) 41(13)

Smart Decisions 43(13) 45(19) 42(13) 46(10) 48(7) 47(9) 41(12) 47(10)

Losers 33(13) 38(13) 34(13) 37(13) 45(7) 35(10) 31(17) 40(9)

Sounds Stupid 51(4) 59(3) 51(4) 59(3) 60(2) 56(4) 51(3) 60(3)

Rebel/Stupidity 38(11) 40(10) 39(11) 40(10) 44(8) 41(11) 34(12) 44(10)



Stops in VA 39(15) 41(12) 37(16) 42(10) 45(11) 37(13) 32(14) 47(12)

Choose not to 38(10) 46(8) 39(10) 46(7) 48(7) 40(10) 35(9) 49(8)

Made the Cut

Smoking Sounds Stupid

Responsibility/Empowerment/Choice Better Choices

You Have the Power/Choose Not To

Smart Decisions

Health Effects

Addiction

On-Line Panel Results

Which Will Help Which Will No One*`You Say “No”? Pay Attention To?

Values in %

1. Sounds Stupid 55.5 14.7

2. Better Choices 38.6 19.8

3. Smart Decisions 31.3 26.2

4. You Have the Power 25.4 28.6

5. Addiction 23.5 31.1

6. Health Effects 9.5 48.4

Smoking Sounds Stupid, and You Can Choose Not to Be.

Primary Message

There are serious short term health effects

There are lots of unattractive physical effects

You stand a good chance of becoming addicted

There are good alternatives for you and your money

Smart decisions result in self-respect and respect of others

What Do We Want Kids to Believe?

Smoking Sounds Stupid, and I’m Not!

Company Position Statement

Company Position Statement Tagline

We make the first computer that’s easy for ordinary people to use.

“Computers for the Rest of Us”

“Just Do It”

We’ve built a new kind of car company, one that you’ll enjoy doing business with.

We engineer performance for those of you who value the exhilaration of driving.

Now you can buy American quality that’s as good as the imports.

Apple

Nike

Saturn

BMW

Ford

We understand true athletes of all kinds.

“A Different Kind of Car Company”

“The Ultimate Driving Machine”

“Quality is Job 1”

VTSF Smoking sounds stupid, and you can choose not to be.

“Can anybody tell us why smoking isn’t stupid?”

67

Prepared for:

Virginia Tobacco

Settlement Foundation

July, 2003

Prepared by:

Evaluation of Youth Tobacco Use

Prevention Campaign

WAVE 3

68

x

Methodology

• Details of the methodology are as follows:• Interviews were conducted via WATS telephone.• Sample was drawn randomly from a targeted list obtained from Survey

Sampling Inc. of households with children aged 10 -17 in Virginia.• Benchmark Wave 1 conducted March 18-28, 2002; a total of 604 interviews

were completed.• Wave 2 conducted six months later September 9-25, 2002; a total of 603

interviews were completed.• Wave 3 conducted six months later March 24-April 14, 2003; a total of 614

interviews were completed.

69

x

Notes on Analysis

•Data was weighted to key demographic variables (age, gender, race/ethnicity, region) to be representative of 10 -17 year olds in Virginia.

•Data has been statistically tested at the 90% confidence level:• Wave to Wave data is also tested at the 90% confidence level. Significant

differences between Waves are noted as follows: significantly higher than previous Wave significantly lower than previous Wave

• Significant differences within the same wave are noted using letters corresponding to the subgroups reflected in the table.

•Quotas were established for age, gender, and region to ensure readable bases for analysis.

70

x

VTSF Campaign Awareness and Evaluation

• Awareness of the VTSF campaign continues to be high with almost three out of five indicating they have seen or heard information with the “…smoking is stupid” tagline.

•Awareness is similar across age, gender and smoking groups.• Unlike Wave 2 (29% recall the Uh ad), no one ad takes the limelight. Recall

seems to be splintered among the ads with Uh, Pick, Dumb & Dumber and Lightning receiving the most mentions.

• The young people interviewed got the intended message. When asked the main idea of the campaign, leading mentions are:

•Smoking is stupid•Don’t smoke•Smoking is bad for your health•There is no good reason why smoking isn’t stupid

• The intended message is top of mind for 84% of respondents, this is a significant increase from Wave 2.

71

x

VTSF Campaign Awareness and Evaluation (cont’d)

• Television continues to be the most frequently mentioned source for having seen or heard the campaign.

• Of those who have seen the campaign, there is a significant increase in having discussed the VTSF campaign with others. More frequent discussions occurred with:

•Friends/classmates •Teachers/School Staff and non-related adults.

72

x


• Impressions of the campaign continue to be mostly positive:•Most youths feel the campaign is truthful, easy to understand, believable, saying

something meaningful, eye-catching and something they paid a lot of attention to.

• While most respondents have positive impressions there are also some negative impressions of the campaign.

• The level of coolness has decreased from wave-to-wave.

73

x


• On most demographic, socioeconomic and consumption of media dimensions, those who are aware of the VTSF campaign and those who are not are similar.

• Awareness and playback of the VTSF campaign provides clear evidence of success in reaching the target group. The “smoking is stupid” message continues to hit home. The campaign gained additional traction when young people discussed it with others.

74

VTSF Campaign Awareness

Source: Q655 - Have you recently seen or heard any information about cigarette smoking and tobacco use with the headline or caption “Can Anybody Tell Us Why Smoking Isn’t Stupid”?Base: All respondents

x

Total

Wave 1 Wave 2 Wave 3(604) (603) (614)

% % %A B C

Aware of campaign 5 58A 58A

Not aware of campaign 94B 41 39

No Answer 1 2 3

75

VTSF Campaign Awareness – Wave 2 and Wave 3

Source: Q655 - Have you recently seen or heard any information about cigarette smoking and tobacco use with the headline or caption “Can Anybody Tell Us Why Smoking Isn’t Stupid”?Base: All respondents

x

Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (302) (310) (301) (304)

% % % % % %A B C D

AgeAge

Aware of campaign 58 58 57 54 58 64

Not aware of campaign 41 39 41 41 40 35

No Answer 2 3 1 5D 2 1

76

Main Idea of VTSF Campaign – Total Mentions (Major Mentions) Wave 2 and Wave 3

Source: Q665-Q667 - What was the main idea of the information you recently saw or heard?Base: Aware of VTSF Campaign

x

Total 10-14 15-17

Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(337) (379) (171) (171) (166) (208)

% % % % % %A B C D

Age

Correct 80 81 82 81 78 82

Don’t smoke 27 22 29 26 23 18Smoking is stupid 27 38 29 36 23 41

Smoking is bad for your health 22 20 22 18 21 22

There is no good reason why

smoking isn’t stupid 15 14 13 13 20 15

Smoking is addictive &

expensive 6 6 7 4 6 9

Smoking makes you less

attractive 5 5 1 4 11A 6

Smoking will ruin my social life 3 3 2 3 5 3

Not Correct 20 19 18 19 22 18

Age

77

Main Idea of VTSF Campaign - First Mention (Major Mentions) Wave 2 and Wave 3

Source: Q665-Q667 - What was the main idea of the information you recently saw or heard?Base: Aware of VTSF Campaign

x

Total 10-14 15-17


% % % % % %A B C D

Age

Correct 73 84 72 86 75 83

Smoking is stupid 23 35 24 34 21 35

Don’t smoke 22 19 22 20 20 18

Smoking is bad for your health 13 13 15 10 9 17

There is no good reason why

smoking isn’t stupid 10 10 7 11 14 8

Smoking makes you less

attractive 3 2 - 2 8A 1

Not Correct 27 16 28 14 25 17

Age

78

Sources of VTSF Campaign – Wave 2 and Wave 3 (Major Mentions)

Source: Q670 - Where have you recently seen or heard the VTSF campaign?* Less than 0.5%Base: Aware of VTSF Campaign (Wave 2 n=337; Wave 3 n=379)

x

1%

2%

4%

8%

87%

8%

3%

1%Teachers/School staff

Events

Newspaper

Internet

Movie theaters

In-school displays/programs

Outdoors

Magazine

Radio

TV

Wave 2Wave 3

83%

13%

10%

4%

4%

3%

1%

1%

*

*

*

*

79

Whether Discussed VTSF Campaign – Wave 2 and Wave 3

Source: Q680 - Did you talk to …about the VTSF campaign you’ve recently seen or heard?Base: Aware of VTSF Campaign; Wave2 (n=379)

x

45%

11%

8%

12%

18%

26%

40%

55%

Spoke to No One

Non-related adult

Another relative

Teachers/School staff

Brother/Sister

Parents

Friends/Classmates

Spoke to Someone

Wave 3 Wave 2

40%

28%

17%

12%

6%

7%

4%

59%

80

Impressions of VTSF Campaign Headline/Caption – % Agree Completely Wave 2 and Wave 3

Source: Q690 - Please tell me whether it describes how you feel about what you’ve seen or heard.Base: Aware of VTSF Campaign (Wave 2 n=337; Wave 3 n=379)

x

4%

7%

12%

14%

15%

15%

24%

41%

54%

81%

78%

81%

84%

Confusing

Boring

Dumb

Lame

Dull

Stupid

Cool

Something I paid a lot of attention to

Eye-catching

Saying something meaningful

Believable

Easy to understand

Truthful 86%

80%

80%

83%

53%

39%

28%

14%

12%

16%

13%

10%

9%

Wave 3 Wave 2

81

Truthful 86 84 86 83 85 87

Easy to understand 80 81 83 76 76 88

Believable 80 78 81 76 79 81

Saying something meaningful 83 81 86 82 79 79

Eye-catching 53 54 59C 54 44 56

Something I paid a lot of attention to 39 41 46C 41 27 41

Cool 28 24 31 21 23 30

Stupid 14 15 13 21D 16 7

Dull 12 15 12 17 11 12

Lame 16 14 16 16 14 12

Dumb 13 12 13 16D 11 7

Boring 10 7 10 8 12 6

Confusing 9 4 11 5 6 2

Impressions of VTSF Campaign Headline/Caption – % Agree Completely Wave 2 and Wave 3

Source: Q690 - Please tell me whether it describes how you feel about what you’ve seen or heard.Base: Aware of VTSF Campaign

x


% % % % % %A B C D

Age

82

Impressions of Cigarette Smoking Information –% Agree Completely

Source: Q640 - Please tell me whether the following phrases describe how you feel about what you’ve seen or heard.Base: Aware recent related information (Wave 1=403; Wave 2=373; Wave 3=391)

7%

21%

15%

22%

26%

24%

22%

45%

47%

68%

66%

76%

73%

Confusing

Dull

Boring

Lame

Dumb

Stupid

Cool

Eye-catching

Something I paid a lot of attention to

Saying something meaningful

Easy to understand

Truthful

Believable

Wave 3 Wave 2

73%

75%

71%

70%

47%

46%

20%

30%

23%

23%

15%

19%

9%

Wave 1

77%

77%

73%

70%

50%

45%

21%

21%

19%

18%

16%

15%

7%

83

Believable 73 73 79C 77 62 67

Truthful 75 76 77 83D 72 68

Easy to understand 71 66 74 66 66 66

Saying something meaningful 70 68 70 70 69 65

Something I paid a lot of attention to 47 47 57C 56D 30 36

Eye-catching 46 45 50 45 38 45

Cool 20 22 22 27D 17 17

Stupid 30 24 35C 26 22 22

Dumb 23 26 25 25 21 27

Lame 23 22 26 24 20 18

Boring 15 15 15 16 15 15

Dull 19 21 19 26D 18 15

Confusing 9 7 11 7 6 6

Impressions of Cigarette Smoking Information –% Agree Completely

Source: Q640 - Please tell me whether the following phrases describe how you feel about what you’ve seen or heard.Base: Aware recent related information

x


% % % % % %A B C D

Age

84

x

Attitudes Toward Smoking

•Over the three waves of the study, in total, perception of cigarette smoking have remained relatively stable.

• The percentage agreeing that smoking is bad for your health and stupid is high with over 9-in-10 young people completely agreeing.

• About two-thirds of young people equate negative social impacts with smoking: makes me less attractive and will ruin my social life.

• Less than 1-in-10 believe it can’t hurt or is cool.

•Younger teens (10-14 year olds) continue to be more likely to agree that smoking is stupid and will hurt their social life.

85

x

Attitudes Toward Smoking

•The fact that smoking is bad for your health is the key reason that teens find smoking stupid.

• However, there are some significant changes from Wave 2 to Wave 3. • While the percentage indicating that smoking causes cancer increased across

the board, it significantly increased among pre-teens (10-14 year olds) and males.

• On the other hand, there is a decline in the percentage indicating that smoking can kill you, particular among 15-17 year olds, males and current/potential smokers.

86

Perceptions of Cigarette Smoking - % Agree Completely

Source: Q510 - How much do you agree or disagree with the following statements about cigarette smoking?Base: All respondents (Wave 1 n= 604; Wave 2 n= 603; Wave 3 n=614)* Less than 0.5%

x

97%

91%

68%

61%

44%

6%

1%

95%

92%

74%

66%

47%

5%

1%

95%

92%

73%

62%

44%

6%

Is bad for my health

Is stupid

Makes me less attractive

Will ruin my social life

Is nothing more than a bad habit like bitingyour fingernails

A few cigarettes a day can't hurt you

Is cool

Wave 1 Wave 2 Wave 3

87


% % % % % %A B C D

Reasons Agree Cigarette Smoking Is Stupid - Major Mentions

Source: Q515 - What is it about cigarette smoking that you think is stupid?Base: Agree completely/somewhat that cigarette smoking is stupidMajor Mentions = 5% or more

x

Smoking Effects 83 81 85 83 78 77

Bad for Health 69 67 73C 71D 63 59

Smoking is bad for health 30 32 32 32 26 31

Bad for your lungs 14 18 18C 24D 6 8

Smoking can kill you 25 19 26 22 23 15

Causes cancer 10 16 10 17 10 13

Addictive/habit forming 5 6 4 4 7 8

Attitude 9 8 12C 8 4 8

Think it makes them cool 5 6 7C 6 2 6

Doesn’t make you cool 5 3 6C 3 1 3

Less attractive appearance 14 13 17C 13 10 14

Age

88

x

Perceptions of Smokers and Non-Smokers

• In all three waves, the perceptions of non-smokers are far more positive than those of smokers.• The gaps in perceptions of non-smokers versus smokers stayed the same or

declined on several dimensions since Wave 2. The changes occurred mostly among males, 10 to 14 year olds and in the current/potential smoker group. The gaps between non-smokers and smokers decreased from Wave 2 on:

• Being cool (among males and 10 to 14 year olds)• Being popular (among males and current/potential smokers)• Being a leader (among males and 10 to 14 year olds)• Can easily get a boyfriend/girlfriend (among males)• Being thin (15-17 year olds and both current/potential and rejector smokers)• Being good at sports (among males and current/potential smokers)

• The gap between non-smokers and smokers sustained their increase from Wave 2 on:

• Being popular (females)

89

x

Perceptions of Smokers and Non-Smokers

• Most respondents feel being someone that “other people can trust” is very important. There is nothing else measured that even comes close.

• Being “fun to hang around” is very important to about two-thirds.• About four-in-ten cite being “ a leader” and being “good at sports” as very

important and three in ten indicate being someone who “doesn’t care what other people think about them” is very important.

• Other issues are of importance to only a small minority including:•Is cool•Knows what the latest trends are•Can easily get a boyfriend or girlfriend•Is thin•Is popular

90

Self-Descriptor Ratings - % Very Important

Source: Q405 - How important are the following things to you…that you are a person who...?Base: All respondents (n=1821)

x

4%

11%

11%

13%

14%

16%

28%

37%

39%

67%

91%

Looks like a movie star

Is popular

Is thin

Can easily get a boyfriend or girlfriend

Knows what the latest trends are

Is cool

Doesn't care what other people think about them

Is good at sports

Is a leader

Is fun to hang around

Other people can trust

91

Age Gender

Total 10-14 15-17 Male Female(1821) (917) (904) (910) (911)

% % % % %A B C D

Self-Descriptor Ratings - % Very Important

Source: Q405 - How important are the following things to you…that you are a person who...?Base: All respondents

x

Other people can trust 91 90 93 87 95C

Is fun to hang around 67 68 66 66 69

Is a leader 39 35 46A 39 40

Is good at sports 37 40B 34 46D 28

Doesn’t care what other peoplethink about them 28 28 29 30 26

Is cool 16 18B 13 19D 13

Knows what the latest trends are 14 15B 11 15 12

Can easily get a girlfriend/boyfriend 13 14 12 18D 8

Is thin 11 12B 8 10 11

Is popular 11 12B 8 14D 7

Looks like a movie star 4 5B 2 5D 3

92

Self-Descriptor Ratings - % Very ImportantWave 2 and Wave 3

Source: Q405 - How important are the following things to you…that you are a person who...?Base: All respondents

x

Wave 2 Wave 3(337) (379)

% %A B

Wave 2 Wave 3(266) (235)

% %C D

Other people can trust 91 94D 89 86

Is fun to hang around 71 66 61 66

Is a leader 44 41 40 38

Is good at sports 43 37 32 36

Doesn’t care what other people 30 27 35 26

think about them

Is cool 16 16 12 23B

Is thin 12 9 10 14

Knows what the latest trends are 12 11 16 14

Can easily get a girlfriend/ 13 14 12 14

boyfriend

Is popular 9 10 12 15

Looks like a movie star 8 3 5 3

Aware of Campaign Not Aware of Campaign

93

% Difference: Smoker vs. Non-Smoker Descriptors – Wave 1 and Wave 2

Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Base: All respondents (Wave 1=604; Wave 2=603)

x

62

35

48

53

75

61

20

95

86

94

84

90

97

85

8788

87

94

94

89

90

85

91

14

52

73

48

48

28

59

Other people can trust


Is physically fit

Eats healthy foods

Gets enough sleep every night

Is physically strong

Is a leader

Is good at sports

Doesn't care what people think about them

Is cool

Can easily get a boyfriend/girlfriend


Is popular

Is thin


-1

-2

3

-4

-5

4

1

4

6

9

2

5

0

7

3

Wave 1 Wave 2 Non-Smoker Advantage

94

59

29

43

44

70

52

17

91

79

93

86

86

97

81

86

62

35

48

53

75

61

20

95

86

94

84

90

97

85

87Other people can trust


Is physically fit

Eats healthy foods

Gets enough sleep every night

Is physically strong

Is a leader

Is good at sports

Doesn't care what people think about them

Is cool

Can easily get a boyfriend/girlfriend


Is popular

Is thin


-1

-4

0

0

2

-1

-7

-4

-3

-9

-5

-10

-5

-6

-3

Wave 2 Wave 3 Non-Smoker Advantage

% Difference: Smoker vs. Non-Smoker Descriptors – Wave 2 and Wave 3

Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Base: All respondents ( Wave 2=603; Wave 3=614))

x

95


% % % % % %A B C D

Gaps: Perceptions of Non-Smokers minus Smokers

Source: Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Note: Non-smokers minus smokersBase: All respondents

x

Is physically fit 97 97 97 97 98 97

Eats healthy foods 90 90 93C 91 86 88

Is good at sports 95 91 98C92 91 90

Is physically strong 94 93 95 93 94 93

Gets enough sleep every night 84 86 88C 88 79 82

Other people can trust 87 86 94C 89D 76 78

Is fun to hang around 85 81 90C 85D 76 73

Is a leader 86 79 92C 79 76 81

Can easily get a boyfriend/girlfriend 75 70 77 67 69 74

Looks like a movie star 62 59 66 56 57 64

Is cool 61 52 66C 47 53 61B

Is popular 48 43 57C 48D 33 35

Knows what the latest trends are 53 44 54 46 50 40

Is thin 35 29 38 39D 31 14

Doesn’t care what others think

about them 20 17 26C 19 11 17

Age

96

Self Comparison with Smoker vs. Non-Smoker DescriptorsWave 2

Source1: Q405/Q505 - How important are the following things to you…that you are a person who...? Data of % Very/Somewhat important shown.Source2: Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Difference Non-smoker minus smokerBase: All respondents (n=603)

x

Other people can trust 100 2 89 87


Is physically fit 97 1 98 97

Gets enough sleep every night 92 5 89 84

Eats healthy foods 90 2 92 90

Is physically strong 90 2 96 94

Is a leader 85 4 90 86


Doesn’t care what people thinkabout them 74 35 55 20

Is cool 67 15 76 61

Can easily get a boyfriend/girlfriend 57 8 83 75



Is thin 52 24 59 35


Perceived2

Self1 Smoker Non-Smoker Diff*% % % %

97

Self Comparison with Smoker vs. Non-Smoker DescriptorsWave 3

Source1: Q405/Q505 - How important are the following things to you…that you are a person who...? Data of % Very/Somewhat important shown.Source2: Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Difference Non-smoker minus smokerBase: All respondents (n=614)

x

Other people can trust 98 1 87 86


Is physically fit 97 * 97 97

Gets enough sleep every night 92 4 90 86

Eats healthy foods 92 1 91 90

Is physically strong 91 1 94 93

Is a leader 84 6 85 79


Doesn’t care what people thinkabout them 76 37 54 17

Is cool 63 17 69 52

Can easily get a boyfriend/girlfriend 50 9 79 70



Is thin 49 25 54 29


Perceived2

Self1 Smoker Non-Smoker Diff*% % % %

98

x

Smoking Experience and Behavior

• The vast majority of teens report they are not smokers, these numbers have been consistent from wave-to-wave.

•No 13-14 year olds admit to being smokers. However, 10% indicate they have tried it in the past. Those indicating they might try it in the future has decreased significantly from Wave 2 to Wave 3, 10% to 2% respectively.

•Smoking behavior among 15-17 year olds has remained relatively equivalent with Wave 2.

• About one-third of young people indicate that at least one of their friends smoke. •There are drastic difference among 10-14 and 15-17 year olds. About one-in-ten 10-14

year olds report a friend smokes, but half of 15 to 17 year olds report a friend smokes. •Similar patterns are seen between current/potential smokers and rejectors. Three-

quarters of current/potential smokers have at least one friend that smokes, the percentage drops to 30% for rejectors.

99

Smoking Experience and Behavior

• While about one-third of young people believe that smoking levels have stayed the same, slightly less than half believe it is increasing. This is similar to Wave 2 results.

•Older teens (15-17 year olds) are more likely to indicate there is an increase with almost 6-in-10 reporting an increase. About four-in-ten 10-14 year olds believe it is increasing.

•Current/potential smokers are even more likely to report an increase.

• Almost all respondents 9-in-10, perceive quitting smoking to be difficult. This view has been consistent across waves.

•Pre-teens (10-14 year olds) and rejectors are most likely to view quitting as very difficult.•Among males there has been an increase since Wave 2 in the percentage indicating

quitting is not difficult. The same is true for current/potential smokers.

100

Smoking Behavior Among 13-17 Year Olds

Source: Q545 - Which of the following best describes you?Base: 13-17 year olds

x

Total 13-14 15-17


% % % % % %A B C D

Age

I am a smoker 2 3 - - 3 4

I am not a smoker 98 97 100 100D 97 96

Not a smoker/have tried in past 18 21 6 10 27A 28B

Not a smoker/might try in future 6 2 10C 2 2 2

Not a smoker/will never try it 75 75 84C 88D 68 66

Age

101

Number of Close Friends Who Smoke Cigarettes

Source: Q535 - How many of your close friends smoke cigarettes? Base: All respondents

x

Total 10-14 15-17


% % % % % %A B C D

Age

My friends smoke 27 28 12 12 54A 53B

1-2 12 13 7 7 19A 22B

3-5 9 9 2 4 22A 18B

6 or more 7 6 3 1 13A 13B

My friends do not smoke 72 69 87C 86D 45 42

Age

Mean 1.2 1.2 0.4 0.4 2.7A 2.6B

102

Smoking Status Among Peers

Source: Q520 - Do you think smoking among people your age is increasing, decreasing or staying the same?Base: All respondents

x

Changing 63 62 62 61 65 64

Increasing 48 45 44 38 57A 56B

Decreasing 15 17 19C 22D 8 8

Staying about the same 32 34 33 34 32 34

Not sure 4 4 5 5 3 3

Age


% % % % % %A B C D

103



x

Changing 63 62 63 64 63 59

Increasing 48 45 46 46 51 44

Decreasing 15 17 17 19 12 15


Not sure 4 4 5 4 4 4

Gender

Total Male FemaleWave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (303) (304) (300) (310)

% % % % % %A B C D

104



x

Changing 63 62 76 73D 64 60

Increasing 48 45 68 71D 55 44

Decreasing 15 17 8 2 9 16B


Not sure 4 4 2 - 3 5B

Teen Smoking Status

Total RejectorWave 2 Wave 3 Wave 2 Wave 2 Wave 2 Wave 3(603) (614) (121) (113) (303) (298)

% % % % % %A B C D

Current/Potential

105

Perceived Difficulty of Quitting Smoking

Source: Q525 - How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking? Base: All respondents

x

Difficult 92 90 92 91 91 89

Very difficult 54 50 60C 57D 44 40

Somewhat difficult 37 40 32 34 47A 49B

Not Difficult 7 9 7 8 8 10

Not very difficult 3 5 3 4 4 5

Not at all difficult 4 4 4 3 4 5

Not sure 1 1 1 1 1 1

Age


% % % % % %A B C D

106

Look-LookMay,2003

Research Report

107

Do you smoke cigarettes?

Overall Female Male 13-15 16-17 AANever 63.0% 61.5% 65.1% 63.8% 62.5% 50.0%I've tried it, but don't currently smoke 22.7% 20.9% 25.3% 24.6% 21.8% 37.3%Yes 8.6% 11.3% 4.8% 6.9% 9.5% 12.5%Occasionally/Only in social situations 5.7% 6.3% 4.8% 4.6% 6.2% 6.3%

Other Anglo Central TW North SWNever 50.0% 66.3% 60.5% 69.7% 60.2% 59.7%I've tried it, but don't currently smoke 27.3% 21.4% 29.6% 19.3% 20.3% 24.7%Yes 4.5% 9.3% 6.2% 5.9% 9.4% 14.3%Occasionally/Only in social situations 18.2% 3.1% 3.7% 5.0% 10.2% 1.3%

108

If you do smoke cigarettes why did you start?

Overall Female Male 13-15 16-17 AAI don't smoke 81.7% 79.5% 84.9% 86.2% 79.6% 81.3%My friends smoke 9.4% 10.9% 7.2% 10.0% 9.1% 6.3%Other(please specify) 5.9% 7.1% 4.2% 3.8% 6.9% 6.3%I don't know, but now I'm hooked 4.9% 6.3% 3.0% 0.8% 6.9% 6.3%My parents/brother/sister smoke 4.7% 5.9% 3.0% 3.1% 5.5%I get tired of people telling me what to do and what not to do 3.0% 3.3% 2.4% 2.3% 3.3%I feel pretty cool when I smoke 1.7% 1.7% 1.8% 0.8% 2.2%They make me look older 1.0% 1.3% 0.6% 1.5%Everybody's doing it 0.5% 0.8% 0.7%

Other Anglo Central TW North SWI don't smoke 80.3% 82.0% 84.0% 89.1% 75.8% 77.9%My friends smoke 9.1% 9.6% 7.4% 8.4% 12.5% 7.8%Other(please specify) 7.6% 5.6% 8.6% 3.4% 5.5% 7.8%I don't know, but now I'm hooked 9.1% 4.0% 4.9% 2.5% 8.6% 2.6%My parents/brother/sister smoke 7.6% 4.3% 4.9% 5.5% 10.4%I get tired of people telling me what to do and what not to do 3.0% 3.1% 3.7% 2.5% 1.6% 5.2%I feel pretty cool when I smoke 1.5% 1.9% 1.2% 1.7% 3.1%They make me look older 1.2% 1.2% 2.3%Everybody's doing it 0.6% 1.6%

109

If you do not smoke cigarettes what is your top reason for not smoking?

Overall Female Male 13-15 16-17 AAI don't like it/it's smelly and gross 41.5% 49.0% 30.7% 42.3% 41.1% 18.8%I play sports 15.8% 7.1% 28.3% 16.2% 15.6% 12.5%I smoke 12.1% 12.6% 11.4% 6.2% 14.9% 12.5%Other(please specify) 11.4% 13.0% 9.0% 11.5% 11.3% 6.3%I could get a disease 10.1% 11.3% 8.4% 10.0% 10.2% 31.3%My parents/brother/ sister smoke 4.2% 3.3% 5.4% 6.2% 3.3% 18.8%Cigarettes are to expensive 3.0% 2.5% 3.6% 3.8% 2.5%I don't want to get in trouble 2.0% 1.3% 3.0% 3.8% 1.1%

Other Anglo Central TW North SWI don't like it/it's smelly and gross 34.8% 44.0% 43.2% 58.8% 32.0% 28.6%I play sports 12.1% 16.7% 11.1% 12.6% 21.1% 16.9%I smoke 13.6% 11.8% 11.1% 6.7% 16.4% 14.3%Other(please specify) 10.6% 11.8% 14.8% 6.7% 6.3% 23.4%I could get a disease 18.2% 7.4% 11.1% 5.0% 16.4% 11.7%My parents/brother/ sister smoke 3.0% 3.7% 4.9% 5.0% 4.7% 1.3%Cigarettes are to expensive 1.5% 3.4% 3.7% 3.4% 1.6% 3.9%I don't want to get in trouble 6.1% 1.2% 1.7% 1.6%

110

Of your group of friends how many of them smoke cigarettes?

Overall Female Male 13-15 16-17 AAA few of them (25%) 46.2% 46.4% 45.8% 45.4% 46.5% 43.8%None of them (0%) 29.1% 28.0% 30.7% 35.4% 26.2% 43.8%Half of them (50%) 16.0% 15.1% 17.5% 15.4% 16.4% 6.3%Most of them (75%) 8.4% 10.0% 6.0% 3.8% 10.5% 6.3%All of them (100%) 0.2% 0.4% 0.4%

Other Anglo Central TW North SWA few of them (25%) 45.5% 46.4% 51.9% 42.0% 52.3% 36.4%None of them (0%) 33.3% 27.6% 29.6% 31.1% 23.4% 35.1%Half of them (50%) 16.7% 16.4% 12.3% 20.2% 14.8% 15.6%Most of them (75%) 4.5% 9.3% 6.2% 6.7% 9.4% 11.7%All of them (100%) 0.3% 1.3%

111

Of your friends who smoke cigarettes what do you think made them start smoking?

Overall Female Male 13-15 16-17 AATheir friends smoke 47.4% 50.6% 42.8% 46.9% 47.6% 56.3%It makes them feel cool 36.3% 35.1% 38.0% 33.1% 37.8% 37.5%I don't know, but now they're hooked 26.2% 28.0% 24.7% 24.6% 26.9% 31.3%Their parents/brother/sister smoke 24.7% 27.2% 19.9% 23.8% 25.1% 31.3%Everybody's doing something 22.5% 23.0% 21.7% 24.6% 21.5% 31.3%My friends don't smoke 18.5% 19.7% 16.9% 26.9% 14.5% 18.8%It makes them look older 18.3% 19.2% 16.9% 18.5% 18.2% 18.8%

They get tired of people telling them what to do and what not to do 16.5% 15.9% 17.5% 16.2% 16.7% 18.8%Other(please specify) 5.9% 6.7% 4.8% 4.6% 6.5%

Other Anglo Central TW North SWTheir friends smoke 36.4% 49.2% 46.9% 42.9% 50.8% 49.4%It makes them feel cool 28.8% 37.8% 33.3% 31.9% 44.5% 16.9%I don't know, but now they're hooked 25.8% 26.0% 19.8% 26.9% 25.0% 33.8%Their parents/brother/sister smoke 15.2% 26.3% 27.2% 19.3% 25.0% 29.9%Everybody's doing something 13.6% 23.8% 22.2% 18.5% 29.7% 16.9%My friends don't smoke 28.8% 16.4% 24.7% 16.8% 15.6% 19.5%It makes them look older 12.1% 19.5% 18.5% 15.1% 25.0% 11.7%They get tired of people telling them what to do and what not to do 12.1% 17.3% 14.8% 13.4% 18.8% 19.5%Other(please specify) 15.1% 3.7% 3.7% 8.4% 7.0% 2.6%

112

Of the students at your school how many of them smoke cigarettes?

Overall Female Male 13-15 16-17 AAHalf of them (50%) 42.5% 49.8% 31.9% 34.6% 46.2% 43.8%A few of them (25%) 40.2% 31.8% 52.4% 43.8% 38.5% 43.8%Most of them (75%) 15.8% 17.2% 13.9% 18.5% 14.5% 12.5%None of them (0%) 1.2% 1.3% 1.2% 2.3% 0.7%All of them (100%) 0.2% 0.6% 0.8%

Other Anglo Central TW North SWHalf of them (50%) 30.3% 44.9% 45.7% 44.5% 45.5% 36.4%A few of them (25%) 54.5% 37.2% 38.3% 36.1% 41.4% 32.5%Most of them (75%) 10.6% 17.0% 16.0% 18.5% 10.9% 19.5%None of them (0%) 3.0% 0.9% 0.8% 2.3% 1.3%All of them (100%) 1.5% 0.8%

113

% of friends and students smoking (overall)

Friends StudentsNone of them (0%) 29.1% 1.2%A few of them (25%) 46.2% 40.2%Half of them (50%) 16.0% 42.5%Most of them(75%) 8.4% 15.8%All of them(100%) .2% .2%

114

% of friends and students smoking (13-15)

Friends StudentsNone of them (0%) 35.4% 2.3%A few of them (25%) 45.4% 43.8%Half of them (50%) 15.4% 34.6%Most of them (25%) 3.8% 18.5%All of them (100%) 0.8%

115

Where would you prefer to hang out with your friends?

Overall Female Male 13-15 16-17 AAI would prefer to hang out in a smoke free place 50.9% 54.4% 45.8% 53.1% 49.8% 75.0%I wouldn't care if the place was smoke free or not 45.7% 42.7% 50.0% 45.4% 45.8% 25.0%I would prefer to hang out in a smoking place 3.5% 2.9% 4.2% 1.5% 4.4%

Other Anglo Central TW North SWI would prefer to hang out in a smoke free place 59.1% 48.0% 53.1% 47.9% 49.2% 55.8%I wouldn't care if the place was smoke free or not 33.3% 49.2% 45.7% 50.4% 44.5% 40.3%I would prefer to hang out in a smoking place 7.6% 2.8% 1.2% 1.7% 6.3% 3.9%

116

If one of your best friends were to offer you a cigarette, would you smoke it?

Overall Female Male 13-15 16-17 AADefinitely not 57.8% 59.4% 55.4% 53.1% 60.0% 68.8%Probably not 25.2% 20.5% 31.9% 33.8% 21.1% 18.8%Probably 9.4% 10.0% 8.4% 10.0% 9.1% 6.3%Definitely yes 7.7% 10.0% 4.2% 3.1% 9.8% 6.3%

Other Anglo Central TW North SWDefinitely not 59.1% 57.0% 64.2% 55.5% 51.6% 64.9%Probably not 27.3% 25.1% 19.8% 30.3% 29.7% 15.6%Probably 7.6% 9.9% 6.2% 10.9% 8.6% 11.7%Definitely yes 6.1% 8.0% 9.9% 3.4% 10.2% 7.8%

117

At any time during the next year, do you think you will smoke a cigarette?

Overall Female Male 13-15 16-17 AADefinitely not 52.8% 52.7% 53.0% 50.0% 54.2% 75.0%Probably not 20.2% 20.1% 20.5% 23.1% 18.9% 6.3%Probably 16.3% 15.1% 18.1% 22.3% 13.5% 18.8%Definitely yes 10.6% 12.1% 8.4% 4.6% 13.5%

Other Anglo Central TW North SWDefinitely not 60.6% 50.2% 59.3% 52.1% 45.3% 59.7%Probably not 19.7% 21.1% 16.0% 20.2% 24.2% 18.2%Probably 10.6% 17.3% 12.3% 21.8% 18.0% 9.1%Definitely yes 9.1% 11.5% 12.3% 5.9% 12.5% 13.0%

118

Do you have a parent guardian who smokes cigarettes?

Overall Female Male 13-15 16-17 AANo 72.1% 70.3% 74.7% 75.4% 70.5% 59.3%Yes 27.9% 29.7% 25.3% 24.6% 29.5% 43.8%

Other Anglo Central TW North SWNo 80.3% 71.2% 67.9% 75.6% 74.2% 67.5%Yes 19.7% 28.8% 32.1% 24.4% 25.8% 32.5%

119

QuickTime™ and aPhoto - JPEG decompressor

are needed to see this picture.

Youth Research

120

Cultural Currency Research 2003

121

Results give us insight into our target NOW

• Compare these results to earlier findings to detect shifts

• Determine how Virginia kids are different from other kids in the nation

122

We need to understand what kids are doing in their lives

123

Activities of Virginia youth

Gender Age

Total Male Female10-12Years

13-14Years

15-17Years

403 219 184 137 131 135% % % % % %

Spent time with family 99 98 100 98 99 100

Worked around the house 95 94 96 94 96 95

Eaten at a fast food restaurant 90 92 87 93 86 90

Eaten a sit down restaurant 87 85 89 85 85 89

Shopped 81 76 88 74 87 84

Played computer games 81 85 77 80 79 82

Gone to church or temple 79 78 81 83 84 72

Read a non-school book 67 62 72 79 67 56

Gone to a party 62 63 61 64 61 61

Volunteered 46 40 53 44 47 48

Played video games at a mall/arcade 33 42 23 46 37 17

Seen a play or a musical in a theater 31 28 35 29 34 30

Gone on a date/ spent time with boyfriendor girlfriend

31 34 28 14 29 47

Gone to a concert or live music event 21 19 23 8 27 26

Activities

In the past month which of the following have you done? Have you…?

124

This supports earlier research findings that kids in VA are very active, but are not like every other teen in the nation.

They are involved with their families spending time together and helping out in their homes.

They are involved in their communitiesmost go to church and half volunteer.

Teens and tweens are consumers Most are shoppers and have recently eaten in a restaurant, either fast food or sit-down dining.

Young people continue to fit in funplaying computer games and going to parties being particularly popular.

125

How does Virginia youth compare to the nation?

87%

84%

81%

78%

73%

71%

64%

46%

39%

22%

20%

18%

12%

11%

99%

90%

95%

81%

87%

81%

67%

79%

62%

33%

31%

46%

31%

21%

Spent time with my family

Eaten at a fast-food restaurant

Worked around the house

Played computer games

Eaten at a sit-down restaurant

Shopped

Read a non-school bookWent to church, temple or other house of

worshipWent to a party

Played video games at a mall or arcadeWent on a date/Spent time with

boyfriend/girlfriendVolunteered

Saw a play or musical in a theater

Went to a concert or live music event

National Youth

Virginia Youth

126

How much are they using the internet?

127

Number of kids online remains consistent

77%74%

67%

82% 83%82%

92%86%

62%

80%81%80%

Total Boys Girls 10-12 Years 13-14 Years 15-17 Years

20012003

128

Frequency of online usage has increased from 2001

5.9

7.6

4.2 4.1

6.3

7.1

3.6

7.7

8.9

6.4

10.4

9.1

0

2

4

6

8

10

12

Total Boys Girls 10-12Years

13-14Years

15-17Years

20012003

129

How have their behaviors and attitudes changed?

130

Sensation seeking behaviors are generally similar, other than how many would like to drive a motorcycle

89%

79%

47%

36%

49%

25%

93%

85%

49%

48%

47%

24%

I think it is important to experience as many differentthings as possible in life

I like friends who are artistic and creative, even ifthey are wild

I like to do scary things

I would like to drive a motorcycle

I like new and exciting experiences, even if I have tobreak the rules

I get bored seeing the same people everyday20012003

131

Nearly all believe that it’s cool to be smart

96%

85%

75%

53%

I think it's cool to besmart

I usually make myown decisions

I'm someone whopeople ask for advise

I like to stand out in acrowd

132

Virginia youth today believe it is cool to be smart. Being smart is important to boys and girls and to tweens and

teens.This belief was recognized in our 2001 research and continues to be prevalent.

133

In fact, it seems to be growing

82%

88%

73%

52%

85%

75%

53%

96%

I think it's cool to besmart

I usually make myown decisions

I'm someone whopeople ask for advise

I like to stand out in acrowd 2001

2003

Note: question variation from Roper 2001 Research

134

91%

71%

67%

38%

I have my own way of doingthings

I am not afraid to do thingsother people say are uncool

I am aware of the latest and bestmusic

I usually am the first one to trynew things

Most have their own way of doing things

135

Evident is a strong sense of independence among VA youth. They are not afraid to stand out - even if it is uncool.

This sense of independence seems to be growing. In 2001, research showed that a little more than half reported having their own way of doing things versus the 91% reported in 2003 (Note: Roper study).

•Girls are more likely to have their own way of doing things

•15-17 year olds are less afraid of what other’s think than 10-14 year olds

136

How do they define success?

137

Getting good grades ranks higher than being popular

91%

38%

37%

31%

21%

4%

Being an honor student orgetting good grades in

school

Being popular at school

Having a lot of money

Having a boyfriend orgirlfriend

Wearing only the best designer clothes

None of these

Which of the following, if any, do you think of as status symbols or signs of success for people your age?

138

Good grades in school ranks highest by both boys & girls

•Boys more likely to define success by popularity than girls are.

•Young teens are most likely to think that having a boyfriend or girlfriend is a status symbol.

139

My BestFriends TV

MyBrothers/Sisters

MyParents Ads Teachers

The kinds of music you listen to % 83 54 44 36 35 11

What things to buy with your own spendingmoney

% 75 66 45 53 60 16

Websites you visit % 79 49 40 39 39 44

Whether you drink alcohol or not % 42 39 28 50 33 37

Whether you smoke cigarettes or not % 40 37 31 50 34 41

Who Influences their behavior?

Which people or things give you most of your ideas about…

140

Kids continue to be heavily influenced by their friends, particularly with regards to the websites they visit, the music

they listen to and their decisions to spend money.

141

In 2003 and 2001, parents ranked highest as influencers of smoking and drinking among youths, friends ranked second highest. However,older teens report that their best friends are just as likely as their parents to be sources of information for these areas.

142

15-17 year olds are more influenced by their best friends and siblings than 10-14 year olds

Please tell me the people or things where you get most of your ideas.

Whether you smoke cigarettes or not– Do you get most of your ideas from…?

43%

39%

26%

36%

28%

20%

50%

38%

40%

46%

39%

33%

57%

44%

54%

31%

35%

39%

Your parents

Your teachers

Your best friends

What you see on TV

What you see in ads

Yourbrothers/sisters

10-12 Years

13-14 Years

15-17 Years

143

Girls and boys respond similarly, with the exception of whether they get their ideas from what they see in ads

47%

40%

38%

34%

28%

32%

53%

42%

43%

40%

40%

30%

Your parents

Your teachers

Your best friends

What you see on TV

What you see in ads

Yourbrothers/sisters

Boys

Girls

Please tell me the people or things where you get most of your ideas.

Whether you smoke cigarettes or not– Do you get most of your ideas from…?

144

Tweens & teens report that smoking among young people is increasing

29%23%

29%27%

13%21%

39%

24%

58%54%

25%

46%

2% 0%7%3%

15-17 years13-14 years10-12 yearsTotal

Increasing

Decreasing

Staying aboutthe same

Not sure

Do you think smoking among people your age is increasing, deceasing or staying about the same?

145

In 2001, tweens’ & teens’ assessment of youth smoking was similar

32%27%

26%29%

11%13%

34%

19%

56%58%

28%

48%

2% 1%12%5%

15-17 years13-14 years10-12 yearsTotal

Increasing

Decreasing

Staying about thesame

Not sure

Virginia Youth Insights Study

2001*

Do you think smoking among people your age is increasing, deceasing or staying about the same?

146

In 2001, older teens were less likely to reject smoking than younger teens

66%

87%75%77%76%

26%19%17%18%

2%

3%

3%

3%3% 3%

9%2% 3% 0% 4%

15-17 years13-14 yearsFemaleMaleTotal

I am a smoker

I am not a smoker, buthave tried a cigarettein the past

I am not a smoker, butmight try smoking inthe future

I am not a smoker andwill never trycigarettes

Virginia Youth Insights Study

2001*

Teen Smoking Status

147

Overall pattern of smoking behavior remains consistent

74%89%

70%79%

22%21%

0%

84%

1%

1%3%

3%2%

16%10%

7%

3% 5% 4% 2%

15-17 years13-14 yearsFemaleMaleTotal

I am a smoker

I am not a smoker, buthave tried a cigarettein the past

I am not a smoker, butmight try smoking inthe future

I am not a smoker andwill never trycigarettes

Teen Smoking Status

148

Rejection among female smokers is increasing

In 2001, 75% of females rejected smoking

In 2003, 89% of females rejected smoking

Less females also report that they have tried a cigarette in the past, 10% in 2003 versus 19% in 2001

149

What about their friends?

Gender AgeTeen Smoking

Status

Total Male Female10-12Years

13-14Years

15-17Years

Current/Potential Rejectors

Base 403 219 184 137 131 135 51* 214% % % % % % % %

0 75 71 78 97 73 56 27 74

1 or more (net) 25 27 22 3 24 44 73 25

1 7 5 9 3 5 12 16 8

2 5 5 5 ** 7 9 12 7

3 2 2 2 - 1 4 5 2

4-5 5 7 3 - 8 7 16 5

6 or more 5 8 3 - 4 12 25 4

Mean 1.1 1.5 0.6 ** 1.0 2.2 4.7 0.8

How many of your close friends smoke cigarettes?

150

In 2003, Virginia youth are 24% less likely to have a close friend who smokes cigarettes than in 2001

% Having one or more close friends who smoke cigarettes

33%36%

29%

9%

33%

53%

Total Boys Girls 10-12Years

13-14Years

15-17Years

20012003

25% 27%22%

3%

24%

44%

151

Those who do have friends that smoke, seem to have less of them

In 2001, teens and tweens had an average number of 1.4 friends that smoke

In 2003, the average number is 1.1

152

Smokers are more likely to have more friends that smoke

Smokers average having 4.5 friends that smoke

Non-smokers average .8 friends that smoke

153

Today, one-quarter of Virginia tweens and teens live with a smoker. This is similar to 2001 levels.

26%26%26%25%25%28%

32%

21%24%

31%

23%26%

15-17 Years13-14 Years10-12 YearsFemaleMaleTotal

20012003

154

Today, current/potential teen smokers are just as likely as rejectors to live with a smoker. In 2001, current/potential teen smokers were twice as likely to live with smoker.

155

How do they feel about smokers?

5%

23%

16%

8%

Are Cool

Know what thelatest trends

are

Can be trustedto make good

decisions

Are moregrown up than

other kids

How much do you agree or disagree with the following statements about people your agewho smoke cigarettes?

% “Strongly/Somewhat Agree”

156

Teens are more likely than tweens to agree that people their age that smoke can be trusted to make good decisions

In contrast, 19% indicated that knowing the latest trends was important

Earlier research has shown that trust is an important factor in young people’s lives

In 2001, 92% indicate that being someone that others can trust was important

157

We explored two phrases:

What makes kids think?

“Most people my age don’t smoke”

“Many people my age think that smokers are not trustworthy”

158

“Most people my age don’t smoke”

How much would hearing this make you stop and think about your decision to smoke?

Gender Age Teen Smoking Status

Total Boys Girls10-12Years

13-14Years

15-17Years


Base 403 219 184 137 131 135 51* 214

% % % % % % % %

Stop and think (NET) 75 79 71 79 69 78 76 74

Stop and think a lot/somewhat (NET)

52 59 44 58 52 46 39 52

Stop and think a lot 30 37 23 47 25 20 14 25

Stop and think somewhat 22 22 21 12 26 26 25 27

Stop and think only a little 23 20 27 20 18 31 37 22

Not stop and think at all 24 19 29 21 28 22 24 25

Not sure/Decline to answer 1 2 - - 3 - - -

Most people my age don’t smoke

159

“Many people my age think that smokers are not trustworthy”



Total Boys Girls10-12Years

13-14Years

15-17Years


Base 403 219 184 137 131 135 51* 214

% % % % % % % %

Stop and think (NET) 88 87 88 92 85 86 85 86

Stop and think a lot/somewhat (NET)

64 63 66 68 62 64 61 64

Stop and think a lot 35 34 37 53 28 25 25 27

Stop and think somewhat 29 29 30 15 34 39 36 37

Stop and think only a little 23 24 22 25 23 22 24 22

Not stop and think at all 12 12 12 7 13 14 15 14

Not sure/Decline to answer 1 1 - - 2 - - -

Many people my age think that smokers are not trustworthy

160

%”Stop and Think A lot

Trustworthy statement slightly more likely to make tweens and teens stop and think a lot about their decision to smoke


Total Boys Girls 10-12 13-14 15-17 Current/ RejectorsPotential

(N=403) (N=219) (N=184) (N=137) (N=131) (N=135) (N=51*) (N=214)


30%37%

23%

47%

25%20%

14%

25%27%

25%25%28%

53%

37%34%35%

Most people don't

Trustworthy

161


10-12 13-14 15-17 10-14 13-17 HS SC C


Health Effects 59(2) 44(6) 50(4) 53(4) 47(5) 56(3) 48(6) 48(3)

Addiction 58(2) 43(8) 42(7) 52(5) 43(7) 55(7) 47(3) 35(5)

Real Friends 49(10) 36(11) 35(11) 44(10) 36(11) 48(8) 32(10) 36(11)

Makes U Cool 49(6) 31(12) 29(24) 42(8) 30(19) 42(9) 30(15) 27(22)

Smart Decisions 46(7) 48(12) 39(15) 47(9) 43(13) 47(11) 34(12) 38(10)

Losers 47(4) 36(12) 24(22) 43(7) 29(18) 38(10) 34(15) 28(15)

Sounds Stupid 62(2) 50(5) 54(3) 57(3) 52(4) 58(3) 52(3) 53(4)

Rebel/Stupidity 47(5) 32(11) 37(15) 41(8) 35(14) 48(9) 34(15) 27(12)



Stops in VA 47(9) 36(8) 36(20) 43(9) 36(15) 46(15) 33(14) 28(14)

Choose not to 50(4) 38(11) 38(12) 45(7) 38(12) 47(10) 33(14) 34(6)

Most People Don’t 47(21) 25(28) 20(22) ---- ---- 30(23) 20(44) 32(20)

Trustworthy 53(7) 28(13) 25(14) ---- ---- 50(2) 39(22) 31(12)

162


Health Effects 50(2) 54(5) 50(5) 56(3) 37(3) 48(3) 51(8) 71(1)

Addiction 48(5) 48(6) 47(7) 54(3) 39(3) 48(13) 42(6) 66(2)

Real Friends 41(11) 40(10) 40(11) 44(9) 33(15) 41(13) 46(9) 44(5)

Makes U Cool 38(14) 36(15) 32(19) 44(6) 31(16) 30(12) 39(15) 46(13)

Smart Decisions 40(13) 48(9) 43(12) 44(8) 33(12) 48(10) 41(16) 56(5)

Losers 36(15) 36(11) 32(16) 40(8) 29(18) 31(15) 38(8) 45(10)

Sounds Stupid 54(3) 57(3) 58(4) 51(2) 50(1) 56(4) 51(2) 69(1)

Rebel/Stupidity 43(8) 36(13) 34(12) 47(8) 29(15) 38(8) 36(9) 55(9)



Stops in VA 36(12) 44(13) 36(16) 42(6) 31(17) 40(9) 32(10) 58(13)

Choose not to 40(8) 45(10) 38(8) 49(10) 31(9) 40(12) 39(12) 59(4)

GENDER RACE REGION

M F W B N SW C T

GENDER RACE REGION

Most people don’t 37(19) 23(29) 32 (18) 23(38) 35(20) 26(13) 40(25) 18(34)Trustworthy 34(12) 37(12) 33 (11) 41(14) 22(15) 41(5) 41(9) 37(16)

163

QuickTime™ and aPhoto - JPEG decompressor

are needed to see this picture.

1 Prepared by: A Look Back & At The Future VTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT...

Documents

Transcript of 1 Prepared by: A Look Back & At The Future VTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT...