Technical Paper 2:
Tobacco Control in Australia: making smoking history
Run effective social marketing campaigns at levels of reach demonstrated to reduce smoking
The National Social Marketing Centre in the United Kingdom has launched a database, ShowCase, of fully researched case studies that show how social marketing can achieve and sustain positive changes in people’s behaviour to promote healthy lifestyles and reduce health inequalities. The case studies cover more than 30 social marketing campaigns, covering a range of health-related areas, including healthy eating, smoking cessation and cervical screening, which could be replicated elsewhere. Source: Mashta Campaigns work to change people’s lifestyle, BMJ. 2009; 338: b1718, www.bmj.com/cgi/content/full/338/apr27_1/b1718.
A study on motivation to quit found that worry was a stronger predictor than mere perception of risk, highlighting the need to ensure that smokers are frequently reminded of the personal relevance of health information.
A new study suggests that teenagers who underestimate the risks of smoking – or overestimate the social value – are substantially more likely than their peers to take up the habit. Researchers found that among the 395 high school students they followed for two years, those who thought the health risks of smoking were fairly low, or the social benefits fairly high, were about three times more likely than their peers to start smoking.
A US study has found that adolescents exposed to advertising depicting negative life circumstances resulting from smoking reported lower intentions to smoke than those exposed to control and industry manipulation advertisements. Findings suggest a media campaign focusing on negative life circumstances can be an effective component in reducing smoking in adolescents even if they are not the specific target of such campaigns. The articles provide useful insights into the mechanisms through which the negative life circumstances advertisements influence adolescents' intentions to smoke.
A study of the effect of anti-smoking advertising in different sorts of media programs has found that placing an anti-smoking advertisement within a program in which the viewer is focused on the narrative flow of a story may lead to the reduced immediate cognitive and emotional impact of the advertisement especially among those for whom the advertisement is most relevant, such as those preparing to quit smoking. Placing anti-smoking advertising in light entertainment, sports, documentaries and news programs may make scarce public health dollars go further.
Top of Page