Anti-tobacco campaign evaluation 2005–2010
This report provides detailed evaluation information on every campaign run in NSW between 2005 and 2010. It is written specifically to inform the work of population health workers in tobacco control, both in Australia and internationally.
Media campaign objectives
Overall, anti-smoking mass media campaigns in NSW aimed to:
- Increase the personalisation of the health consequences of smoking
- Increase the knowledge of the link between smoking and disease
- Increase smokers readiness or intention to quit
- Increase smokers confidence in their ability to quit
- Encourage smokers to quit.
Our campaigns can be divided into two broad styles: ‘why to quit’ and ‘how to quit’.
‘Why to quit’ ads provide motivation to quit. In general, they focus on the serious negative health consequences or social consequences of smoking. Themes for these type of campaigns include:
- Graphic negative health effects campaigns, depicting the negative health consequences of smoking using graphic imageryof real body parts of processes.
- Simulated negative health effects campaigns also depict the negative health consequences of smoking, but use metaphors or abstract imagery to communicate information rather than graphic imagery.
- Narrative-testimonial campaigns tell a story about the personal consequences of smoking caused diseases from the perspective of a smoker or a close family member.
- Reflective campaigns ‘mirror’ smokers’ own behaviour back to them in a way that emphasises negative aspects of smoking.
“How to quit”, or supportive, campaigns support smokers who are in the action phase of giving up smoking. These campaigns are designed to foster and maximise self-efficacy and communicate to all smokers that help is available when they need it.
The Cancer Institute Tobacco Tracking Survey (CITTS) monitors the efficiency and effectiveness of tobacco-related paid and unpaid mass media in NSW, as well as monitoring the impact of policy and legislation and smoker attitudes and beliefs. It has been running continuously since 2005. The CITTS is a rolling cross-sectional telephone survey of land line telephone numbers in NSW. Households are contacted randomly using List-Assisted Random Digit Dialling (RDD)1 and participants are recruited using a random selection procedure. Fifty interviews per week across most weeks of the year are conducted with smokers and recent quitters (quit in the last 12 months) aged 18+ years living in private dwellings across NSW. Data is collected on a range of indicators. The table in Appendix 1 outlines the key items in the questionnaire specific to advertising,
possible responses and reported outcomes.
Our primary target audience for the 2004 – 2010 campaigns was adult smokers aged 25-44 years, with a particular emphasis on lower SES smokers. A secondary target audience was 18-24 year old smokers.