ingenuity m nair c research Sponge September – December 2007 PRELIMINARY FINDINGS FROM TRACKING RESEARCH AMONG NSW SMOKERS Prepared for Cancer Institute NSW January 2008

researc h ingenuity m nai r c 2 ‘Sponge TVC’ ‘The ad starts by showing lungs made out of sponge soaking up cigarette smoke. With the squeezing of the sponge, it shows the beaker full of brown tar that can be wrung out of the lungs of a smoker.’ The human lung is like a sponge. A sponge designed to soak up air But some people use it to soak up smoke If the average 20 a day smoker what goes into his lungs over a year You’d find this much cancer producing tar It’s enough to make you sick. could collect and wring out

researc h ingenuity m nai r c 3 Unprompted Awareness of TV ads for tobacco smoking - Population 18+ Have you seen any TV advertising recently about tobacco smoking? – Total NSW Base: NSW Smokers 18+ (Benchmark n=283, after n=50 per week. Weighted two week average.

researc h ingenuity m nai r c 4 Recognition of campaigns - Population 18+ Base: NSW Smokers 18+ (Benchmark n=283, after n=50 per week. Weighted two week average.

researc h ingenuity m nai r c 5 Recognition of Sponge campaign Population 18+ Base: NSW Smokers 18+ (Benchmark n=283, after n=50 per week. Weighted two week average.

researc h ingenuity m nai r c 6 Sponge recognition by Location Recognition of this campaign was similar in metro and regional areas. Recognition is a function of; media weight and creative ability to ‘get noticed’ TARPs (7 weeks - average 159 per week) (weighted) Sydney Only 1112 TARPs Not available Base: NSW smokers and recent quitters 18+ n= 550 tracking weeks 25-36

researc h ingenuity m nai r c 7 Recent Quitters were more likely to recognise this ad than smokers. This campaign had higher recognition amongst year olds than any other group. Sponge recognition by Demographic Base: NSW smokers and recent quitters 18+ n= 550 tracking weeks 25-36

researc h ingenuity m nai r c 8 Sponge Opinions 'Top box' - 'very / a lot' responses Sponge (n=375) % Attention grabbing 54 Believable 43 Relevant to you 37 It worried you about your smoking 31 Made you think again about quitting 26 You could relate to the people in the ad - Unpleasant to watch 46 Better than other ads is it for quitting smoking 25 Base: 2007 NSW smokers and recent quitters 18+, -seen each ad

researc h ingenuity m nai r c 9 Sponge (n=375) % Reminded you of the health dangers of smoking 50 Worth watching 30 You are getting tired of seeing this ad 18 Confronting - Enjoyable to watch - Exaggeration of what might happen if you smoke - It made you worry about your health - Sponge Opinions Base: 2007 NSW smokers and recent quitters 18+, -seen each ad 'Top box' - 'very / a lot' responses

researc h ingenuity m nai r c 10 October - December 07 (n=375) % Effective for encouraging smokers to quit Effectiveness Rating 64% of people who had seen the ad rated it as highly effective for encouraging smokers to quit. Low Effectiveness Rating 9% 64% High Effectiveness Rating Base: 2007 NSW smokers and recent quitters 18+, -seen each ad Mean 6.4

researc h ingenuity m nai r c 11 Base: NSW smokers and recent quitters 18+ seen each ad n= 375 Nearly two thirds of smokers agreed that the ad made them stop and think. The majority of smokers also agreed that the ad made them feel uncomfortable Less than half of all smokers agree that they don’t want to see the ad anymore Sponge Attitudes

researc h ingenuity m nai r c 12 Base: NSW smokers and recent quitters 18+ seen each ad n= 315 The ad communicates the key messages well with at least two thirds of all respondents strongly gaining the impression that the ads were meant to communicate that smoking causes lung cancer, smoking damages your lungs and tar build up on your lungs makes you sick. More than half of all respondents gained the impression that tar from cigarette smoke causes lung cancer. Sponge Communication

researc h ingenuity m nai r c 13 Base: NSW smokers 18+ seen ad Sponge Quitting Intentions

researc h ingenuity m nai r c 14 Base: NSW smokers and recent quitters 18+ seen ad Sponge Quitting Intentions Younger smokers were most likely to say that the ad made them want to stop smoking now (17%). Nearly a quarter of smokers with high quitting salience were likely to say the ad made want to stop smoking now.

researc h ingenuity m nai r c 15 Base: NSW smokers 18+ seen the ad n= 312 Response of others to seeing the ad Three in five smokers have experienced some sort of interaction with family/friends as a result of seeing the ad. The most common behaviour reported is the family and friends have talked to them about quitting