Appraisal of campaign messages and actions taken as a result of campaign awareness by tobacco user types
| Message appraisal | Smokeless-only (n=1323) | Dual users (n=565) |
| Made me stop and think | 72% | 72% |
| Was relevant to me and my life | 80% | 79% |
| Provided new information to me | 80% | 78% |
| Made me feel concerned about the effects of using smokeless tobacco on my health | 75% | 77% |
| Said anything about the ad or discussed the ad with others | 43% | 50%* |
| Tried to persuade others to quit using smokeless tobacco | 26% | 41%* |
↵* Indicates statistically significant χ2 at p=0.05.