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LGBT young adults’ awareness of and receptivity to the This Free Life tobacco public education campaign
  1. Jamie Guillory1,
  2. Eric Crankshaw2,
  3. Matthew C Farrelly2,
  4. Ishrat Alam3,
  5. Leah Fiacco2,
  6. Laurel Curry2,
  7. Leah Hoffman4,
  8. Ollie Ganz4,
  9. Janine Delahanty4
  1. 1 Prime Affect Research, Dublin, Leinster, Ireland
  2. 2 Center for Health Policy Science and Tobacco Research, Research Triangle Institute, Research Triangle Park, North Carolina, USA
  3. 3 Center for the Health of At-Risk Populations, Research Triangle Institute, Research Triangle Park, North Carolina, USA
  4. 4 Center for Tobacco Products, Office of Health Communication and Education, US Food and Drug Administration, Silver Spring, Maryland, USA
  1. Correspondence to Dr Jamie Guillory, Prime Affect Research, Dublin, Ireland; jamieguillory.contractor{at}


Purpose This study measures awareness of and receptivity to the Food and Drug Administration’s This Free Life campaign seeking to change tobacco-related attitudes and beliefs among lesbian, gay, bisexual and/or transgender (LGBT) young adults.

Methods Participants were young adults who self-identify as LGBT. The evaluation uses a treatment-control design. This study includes data from four survey rounds with participants from each round invited to participate in subsequent rounds and new participants invited to account for attrition. Bivariate analyses assess treatment-control differences in campaign awareness by round. We used multivariable logistic regression models with a time×treatment interaction and covariates to assess whether increases in awareness were greater in treatment than control from follow-ups 1 to 4. Descriptive statistics describe perceived effectiveness and models explore covariates of perceived effectiveness.

Results At each round, an increasing number of participants in treatment were brand aware (25%–67%) and reported high (16%–34%) and medium (16%–25%) video awareness compared with control (all p<0.001). Regressions revealed interactions in brand and video awareness, wherein the effect of treatment on awareness increased more over time, with significant treatment-control differences in change from follow-up 1 to 4 (all p<0.05). Reactions to all but one ad were positive (one neutral) with mean perceived effectiveness scores from 3.21 to 3.92 (‘neither disagree nor agree’ to ‘agree’ on 5-point scale). Perceived effectiveness differed by LGBT identity (all p<0.05).

Conclusions At follow-up 4, This Free Life reached most of the campaign audience in treatment markets and has achieved higher awareness in treatment than control markets, at individual survey rounds and over time.

  • media
  • priority/special populations
  • disparities

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  • Contributors JG, EC, MCF, LH and JD contributed to the evaluation design and development of the survey instrument. JG, EC, MCF, IA, LF, LC, LH and OG contributed to the analysis plan. JG, EC, IA, and LF conducted analyses. All coauthors contributed to the writing and revision of the manuscript.

  • Funding Funding for this work was provided by FDA Contract HHSF223201610032I.

  • Disclaimer This publication represents the views of the authors and does not represent the Food and Drug Administration/Center for Tobacco Products position or policy.

  • Competing interests None declared.

  • Patient consent for publication Not required.

  • Provenance and peer review Not commissioned; externally peer reviewed.

  • Data availability statement No data are available.