1. Encouraging Pacific peoples to call the New Zealand Quitline: Measuring success Penny Salmon The Quit Group 9 July 2007

2. Overview Quitline background Media development Evaluation method Outcome

3. Quitline Free phone service to 35 000 callers per year Quit Advisors provide quit smoking support and advice Heavily subsidised nicotine patches and gum available Callers sent a Quit Pack with quit smoking information

4. Pacific callers compared NZ smoking prevalence: –36% Pacific peoples smoke –46% Māori –20% NZE/other Quitline callers (Jan – Dec 2005) –Pacific 3% –Māori 20% –NZE/other 70%

5. Context Historically view Quitline not for Pacific –Its about whanau Māori focused TVC (ad) –Every cigarette ‘gore’ TVC –Other media and PR often Māori focused Needed to change this perception

6. Pacific focused media Media resources developed –Posters –TVC – Every Cigarette Heart Attack –Alongside PR activities Pretested with smoking Samoan male audience by Pacific researchers in Auckland

7. Main messages Both poster and TVC: –Quit smoking –Could relate to the images Poster: –Be around for your family –Preferred ‘sad’ child TVC: –Smoking is bad for your health!

8. Targeted media TVC first screened March 2006 Alongside Pacific focused PR in 2006 –Quitline media releases –Spasifik article –Dominion Post article

9. Evaluating success Formative –Identified the need - yes Process –Tested the quality with target audience? Outcome –Did we attract more Pacific callers to the Quitline?

10. Outcome Quantitative methodology –Callers per 100 target audience rating points (TARPs) –Feb 2005 to May 2006 –Also proportion of callers over time –Every cigarette ‘Eye’ ‘Lung tar’ & ‘Heart attack’

11. Eye

12. Lung tar

13. Heart attack

14. Outcome Quantitative methodology –Callers per 100 target audience rating points (TARPs) –Feb 2005 to May 2006 –Also proportion of callers over time –Every cigarette ‘Eye’ ‘Lung tar’ & ‘Heart attack’ –Used rate ratios and calculated proportions

15. Rate ratio Compare rates of different time periods Compared each Every cigarette TVC with the reference TVC Findings: –Pacific peoples 2 to 5 times more likely to call Quitline when EC Heart Attack on

16. Rate ratios for Pacific callers in response to TVCs

17. Proportions Also compared overall proportion of callers over time Findings: –Significant increase in Pacific callers since Feb 2005 –Not significant for Māori or NZE for the same time frame.

18. Week CommencingTVC % Pacific 27-Feb-2005Eye 0800/no 08002.99% 6-Mar-2005Eye 0800/no 08003.09% 8-May-2005Eye 0800/no 08003.39% 15-May-2005Eye 08004.42% 19-Jun-2005Eye no 08004.83% 26-Jun-2005Eye 0800/no 08002.51% 21-Aug-2005Eye 0800/no 08002.47% 28-Aug-2005Eye 0800/no 08005.18% 25-Sep-2005Eye 0800/no 0800 w/ IAW5.76% 16-Oct-2005Lung Tar 0800/no 08005.10% 23-Oct-2005Lung Tar 0800/no 08004.19% 26-Mar-2006Heart Attack/IAW6.07% 2-Apr-2006Heart Attack/IAW6.59% 23-Apr-2006Heart Attack/Call the Quitline4.86% 30-Apr-2006Heart Attack/Call the Quitline/IAW6.02% 7-May-2006Heart Attack/Call the Quitline/IAW5.41% 14-May-2006Heart Attack/Call the Quitline/IAW6.45% Proportion of Pacific callers to Quitline over time

19. Considerations PR activities Other tobacco control activities Overlap with other TVCs Effect of campaign wear-out of older TVCs Only tracked in campaign weeks

20. However… A definite increase over time

22. Why this method? Readily available data Didn’t require a lot of time Cheap Allows us to compare Key audience – us, we wanted outcomes

23. Our conclusion Pacific focused media had the effect of attracting Pacific callers to the Quitline

24. Encouraging Pacific peoples to call the New Zealand Quitline: Measuring success Penny Salmon penny.salmon@quit.org.nz