American Journal of Health Education
The American Journal of Health Education (AJHE) is the only refereed journal of its kind to cover today’s health education and health promotion issues head on with timely, substantive, and thought-provoking articles.
September/October 2026
Volume 57, Issue 5
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Free Access Article
Campaign Receptivity Matters for E-Cigarette Use
– Kenneshia Williams, Brenda Dimaya, Tatum McKay, Elizabeth C. Hair & Jessica Rath
Background: Campaign receptivity is critical in public education campaigns seeking to decrease e-cigarette use.
Purpose: This study explored the relationship between campaign receptivity, e-cigarette use, intentions to use, and campaign-targeted beliefs among young people.
Methods: Data were drawn from the Truth Continuous Tracker, a repeated cross-sectional survey of participants residing in the United States from a national online panel. Data were collected between September 2021 and October 2022 (N = 14,303; 15–24 years). This time frame corresponds to the launch of the truth mental health messaging campaign, “It’s Messing With Our Heads.”
Results: Results revealed a negative relationship between campaign receptivity score, past 30-day e-cigarette use, and intentions to use. Respondents with higher campaign receptivity had lower odds of past 30-day e-cigarette use (odds ratios ranging from 0.45 to 0.70) and intentions to use (odds ratios ranging from 0.34 to 0.60). Results also revealed a positive association between campaign receptivity and beliefs.
Discussion: Health Educators should design campaigns that influence e-cigarette beliefs and behaviors by emphasizing key aspects that shape the target audience’s response to health messages.
Translation to Health Education Practice: Tailoring e-cigarette prevention campaign messaging to the specific needs of the target audience may enhance receptivity, thereby influencing e-cigarette beliefs, use intentions, and patterns of use.
An AJHE Self-Study quiz is online for this article via the SHAPE America Catalog.
Research Articles
How Trajectories of Depressive Symptoms and Perceived Stress Across a Semester Differ by Self-Selection of Lecture-Based and Physical Activity-Based Classes Among US Students
– Ruarai Field-Gibson, Keegan Peterson, Caellum Crescent, Michelle Duffey & Melissa Bopp
Outcomes of a Community-Based Physical Activity Promotion Intervention Pilot: Rec-Connect: A Physical Activity Demonstration Playbook
– Cailyn A. Van Camp, Bree Bode, Jocelyn Hayward, Lauryn Lin, Nicole Jess & Marci K. Scott
Impact of Oral Self-Care Education in Older Adults with Type 2 Diabetes: A Pilot Study
– Miku Izutsu, Miho Sato, Arata Fukushima, Hiroshi Hikasa, Terumi Ueda & Michiko Yuki
Campaign Receptivity Matters for E-Cigarette Use
– Kenneshia Williams, Brenda Dimaya, Tatum McKay, Elizabeth C. Hair & Jessica Rath
Comparing the Effectiveness and Appeal of Delivering the Whole-Body Approach (WBA) Program via Text Messages and In-Person to Northern Illinois Food Bank Clients
– Henna Muzaffar, Emily Bodden, Ashley Werner & Kelly Brasseur
The Relationship Between Cognitive Anxiety and Physical Symptoms in University Students During Exams
– Amine Khadraoui & Abdellah Barebzi
Commentary: The Power of “and” in Health Education Policy and Practice
– Michele L. Petit
