“Working together to make it smoke-free for kids Susan Stewart Manager, Make Smoking History The Cancer Council WA

About Make Smoking History Established May 2000 Supported by Healthway and the Department of Health Largest public education campaign conducted by the Cancer Council © The Cancer Council WA 2007

Smoke Free Home and Car Planning document Qualitative research Concept testing Media production and scheduling Supporting strategies Launch May 07 Second burst Sept 07 Pre- and post-campaign evaluation © The Cancer Council WA 2007

Regular liaison with… Cancer Council CEO WA and interstate agencies Executive Group Board WA and interstate agencies Focus on building relationships Health professionals Counselling staff Quitline Cancer Council Helpline © The Cancer Council WA 2007

Key considerations Effects of SHS not well understood Parents and carers who smoke Feel guilt and social disapproval Want to do right thing by children in their care Unique challenges for Indigenous families High prevalence of smoking, communal living arrangements, more pressing social issues Media advertising could be effective – but need to get the message right © The Cancer Council WA 2007

Key considerations In communicating effects of SHS to parents and carers: Use simple language Take into account differing circumstances Be positive and empower Avoid direct calls to quit Suggest practical ways of protecting children from SHS © The Cancer Council WA 2007

Concept testing Concept testing research 2 existing TVCs and 3 new concepts New Zealand campaign rated as most powerful and convincing Need to adapt to portray Australian settings and situations © The Cancer Council WA 2007

Advertising and Resources 2 x 30 sec television advertisements 1 x 10 sec billboard 2 x 30 sec radio commercials Outdoor 24-sheet posters Supporting resources © The Cancer Council WA 2007

Evaluation Pre-campaign Post-campaign Sample: Methodology: Measured: 100 smokers/quitters 25-54 yrs, 50:50 MF Children <18 yrs Methodology: Telephone survey Metro and rural samples, 75:25 Measured: Rules on smoking in home and car Post-campaign Sample: 200 smokers/quitters 25-54 yrs, 50:50 MF Children <18 yrs Methodology: Telephone survey Metro and rural samples, 75:25 Measured: Changes in KABBs, support for bans ATSI sampling © The Cancer Council WA 2007

Some key results Measure Post-campaign Said advertisements were ‘excellent’ or ‘good’ 78% Found advertisements convincing 86.1% (“very convincing” 55.4%) Approval of Cancer Council running this campaign 92% (“strongly approve” 76%) Allowing any smoking in car “at all” Pre: 50%; Post: 38% (NB: “when kids are present” much lower) Indigenous response positive – but low response rate Anecdotal feedback Smoking in car result strong for a social marketing campaign and positive for kids … and smokers! © The Cancer Council WA 2007

In summary Important learning experience Opportunity to establish and strengthen relationships Good results Particularly with short time-frame available Future opportunities Possibility of legislation © The Cancer Council WA 2007

© The Cancer Council WA 2007