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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. © The Cancer Council WA 2007