Abstract
This paper evaluates the impact of State sponsored anti-smoking mass media campaign and smoking behavior of youth through individual self reported exposure to advertisement. The study has been conducted using a cross sectional survey using Stratified Non-probability technique by using Both Computer Assisted Personal Interviews (CAPI) and Paper and Pencil Interview (PAPI) method to conduct the survey. The study has been conducted in five major institutes of, Noida, a fastest growing region in National Capital Region (NCR). The overall results suggested that target sample is not only exposed to anti-smoking mass media campaign but also brings significant long term benefits in lessening smoking by inducing more initiating intentions among youth to quit smoking.
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