Technical Paper 2:
Tobacco Control in Australia: making smoking history
Promotion of Quit and Smoke-free messages
- Overview and summary of action proposed
- Summary of proposed measures
- 1 - Introduction: the big picture
2 - Progress in meeting National Tobacco Strategy objectives: trends and concerns- 3 - Progress in Australia on recommended policies and programs
- 4 - What next, what first and for what cost?
- Major sources used in this document
- References
Addendum for October 2008 to June 2009- Goals of tobacco control: To reduce the human, social and financial costs of smoking
- Objectives of tobacco control: To reduce use of tobacco products and exposure to the toxic elements of tobacco smoke
- Comprehensive strategies to reduce smoking
- Tobacco control strategies
- Promotion of Quit and Smoke-free messages
- Services and treatment
- Addressing disadvantage and tailoring services
- Supporting parents and education
- Keeping tobacco control on the agenda
- Cost effectiveness of tobacco control
- Research, evaluation, monitoring and surveillance
- References
- Attachment 1: Proposed amendment concerning plain packaging, UK Health Bill
- Attachment 2: Sample of Studies Pulished January to May 2009 suggested or concluding health effects other thn those already covered in current Consumer Product Information in Australia
Action 2.1
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.[122]
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.[123]
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.[124]
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.[125]
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Overseas developments
The New York City Department of Health has run a campaign giving out promotional matchbooks carry various grisly images. The ‘Gum Disease’ version shows decayed teeth that are yellowed and blackened. Other matchbooks show large, painful tumours and smoke-ravaged lungs. The matchbooks, part of the ‘Cigarettes Are Eating You Alive’ advertising campaign, are being distributed free at 132 cigarette retailers in the South Bronx, east and central Harlem, and northern and Central Brooklyn – neighbourhoods where smoking has not fallen to the degree it has in other parts of the city. Source: Sewell Chan, The New York Times, 24 September 2008.The American Legacy Foundation® is challenging pet owners to quit smoking for their pets during the month of April, which kicks off Prevention of Cruelty to Animals Month. A growing body of research shows there are no safe levels of exposure to second-hand smoke – for humans or for animals. A new study shows that nearly 30% of pet owners live with at least one smoker – a number far too high given the consequences of exposure to second-hand smoke (‘SHS’). Source: American Legacy Foundation, 2009-04-09.
Developments in Australia
The NSW Cancer Institute screened graphic television advertisements developed in New York as part of the ‘Cigarettes Are Eating You Alive’ campaign. They show the effects of cigarettes on a smoker's internal organs using real and computer-generated images. Source: AAP (Australian Associated Press), 2009-02-22.Quit Victoria launched a new television campaign urging smokers to think about the impact their death would have upon their children. Calls to the South Australian Quitline rose by 68% in January after the introduction of the same advertisement. Source: personal communication, Jacquie Hickling, Manager Tobacco Control Research and Evaluation Program.
Action 2.2
Choose messages most likely to reduce prevalence in socially disadvantaged groups and provide extra reach to these groups through skewing of television placement to programs most likely to be watched by low SES groups, and by targeting radio, outdoor, transit and other local advertising to low SES neighbourhood.