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 LANSING, Mich., Jan. 5 /PRNewswire/ -- State Health Director Vernice Davis Anthony today released the findings of a statewide analysis of the department's AIDS prevention and anti-smoking media campaigns created by Brogan and Partners Advertising of Detroit. The purpose of the evaluation, conducted by Moore and Associates, Inc., Southfield, was to determine what impact the campaigns were having on their intended target audiences.
 According to the findings, awareness levels for both campaigns remain relatively high. More importantly, the number of calls to the state's AIDS prevention and anti-smoking hotline numbers have increased sharply since the campaigns were first launched in 1988 and 1989, respectively. The campaigns are a part of a comprehensive plan to reduce the incidence of preventable diseases in Michigan.
 "I'm pleased with the findings of the evaluation and am confident that the advertising strategy has played a significant role in helping us to increase public awareness of the health risks associated with certain behaviors," said Anthony. "Our goal is to prevent disease by encouraging and promoting the adoption of healthier lifestyles among all Michigan residents."
 Historically the state has had one of the highest smoking rates in the nation. As a result, more than 15,000 Michigan residents die each year due to tobacco-related illness. To address these concerns, a statewide campaign aimed at encouraging smoking cessation and tobacco avoidance especially among urban women, minorities, adolescents and pre-adolescents was created. Findings from various primary and secondary sources indicate that significant progress is being made in this area. According to the Smoking Prevention Campaign evaluation:
 -- There has been a slight decline, the first in several years, in the number of Michigan citizens who smoke, from 29.2 in 1990 to 27.9 in 1991.
 -- Verified advertising recall is highest among children 10-17 years old and young adults between the ages of 18-24.
 -- Seventy percent of people surveyed say the advertising campaign is effective in getting people to think about quitting or not starting smoking.
 -- The number of calls to the smoking hotline has more than tripled from 1,700 in 1989 to 5,500 in 1991.
 Positive results were also achieved by the Michigan AIDS Prevention Campaign. Since 1981, over 3,300 Michigan residents have been diagnosed with AIDS. Another 15,000 are believed to be infected with HIV, the virus that causes AIDS. Despite these figures, Michigan is considered to have a relatively low rate of HIV and AIDS infection. Health officials attribute this to the overall effectiveness of the department's HIV/AIDS prevention strategy, including the media campaign. Results of the recent evaluation show:
 -- In a statewide advertising tracking study, more than six in 10 Michigan residents reported that they knew about the AIDS hotline.
 -- As with the smoking campaign, available evidence shows a strong and direct correlation between the AIDS media campaign and hotline utilization. Since 1988, there has been a 64-percent increase in calls to the hotline.
 -- In an important measure of campaign effectiveness among those claiming recall, 18 percent noted that they changed their behavior as a result of exposure to this and other AIDS prevention efforts. This percentage equates to roughly 840,000 Michigan citizens.
 -- Evaluation findings suggest a positive impact between campaign exposure and accurate information about HIV and AIDS.
 For additional information or a copy of the evaluation report(s) please contact Denise Holmes at 517-335-9371.
 -0- 1/5/93
 /CONTACT: Rochelle Black of Michigan Department of Public Health, 517-335-8023/

CO: Michigan Department of Public Health ST: Michigan IN: HEA SU:

KE -- DE014 -- 1700 01/05/93 11:38 EST
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Publication:PR Newswire
Date:Jan 5, 1993

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