· web viewcampaign background and research objectives. the aim of the national tobacco...

DEPARTMENT OF HEALTH

NATIONAL TOBACCO CAMPAIGN – MORE TARGETED APPROACH & BREAK THE CHAIN

CAMPAIGN EVALUATION

7 October 2014

Final

Contents

I. Executive summary...............................................................................2

II. Introduction..........................................................................................4

A. Campaign background............................................................................................4

B. Research objectives................................................................................................6

C. Methodology..........................................................................................................7

III. Demographic and behavioural profile of respondents.........................11

IV. Campaign diagnostics..........................................................................12

A. Recall of campaign advertisements......................................................................12

B. Key message take-out...........................................................................................21

C. Opinions of campaign advertising........................................................................24

V. Direct measures of campaign impact...................................................30

A. Actions taken due to campaign exposure.............................................................30

B. Actions planned due to campaign exposure.........................................................33

VI. Indirect measures of campaign impact – behaviours and attitudes......37

A. Intentions to quit smoking....................................................................................37

B. Attitudes to quitting smoking...............................................................................39

VII. Conclusion and recommendations.......................................................44

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I. Executive summary

Campaign background and research objectives

The aim of the National Tobacco Campaign - More Targeted Approach (‘MTA’)and Break the Chain (‘the Campaign’) is to reduce smoking prevalence among high-need and hard to reach groups. The fourth phase of MTA commenced in late May 2014 and concluded in late July 2014. Campaign components included Health Benefits (mainstream and CALD) and, Quit for You Quit for Two. In addition, Break the Chain materials, developed as part of the National Tobacco Campaign for Aboriginal and/or Torres Strait Islander audiences, were also included. The Campaign included TV, radio, print/ out-of-home and digital advertising.

This evaluation research was undertaken to assess campaign impact against its awareness, attitudinal, intentional, and behavioural objectives and built on the evaluation research conducted for previous campaign phases. The research was based on a face-to-face survey conducted in July 2014 with smokers and recent quitters from Aboriginal and/ or Torres Strait Islander, CALD and socially disadvantaged backgrounds. Responses were weighted to ensure each of the three target groups were equally represented in the overall results.

Campaign diagnostics

The Campaign achieved a high level of overall reach among the target audiences. Nearly all socially disadvantaged and Aboriginal and/ or Torres Strait Islander respondents and around eight in ten members of the CALD target audience were exposed to at least one element of the Campaign.

Recall of the Break the Chain and Health Benefits materials was good at around two thirds overall, and tended to be higher or consistent with that recorded for previous campaign bursts. The reach of these materials was higher among the specific audiences targeted, reflecting the media buy and messaging of the advertising.

Exposure to Break the Chain was higher among Aboriginal and/ or Torres Strait Islander and socially disadvantaged respondents.

Exposure to Health Benefits was more prevalent among socially disadvantaged and CALD respondents.

Overall exposure to the Quit for You Quit for Two campaign was moderate, reflecting the limited media buy for this component and relatively narrow target audience of pregnant smokers and their partners. Message take-out was similar to previous campaign bursts and generally well-aligned with key campaign messages – the most common related to:

the general health impacts of smoking;

the positive health benefits of quitting; and

the impact of smoking on others.

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Direct measures of campaign impact

Encouragingly, nearly two thirds of the overall target audience had taken action as a result of exposure to the Campaign advertising. Among those exposed:

one third reported cutting back on the amount smoked;

one quarter had discussed smoking and health with family and friends; and

more than one in ten indicated they had quit smoking.

Intention to take action in the future, as a result of exposure to the campaign, was also good overall – reaching similar levels to actions taken. Intentions to take action were, however, less common for the socially disadvantaged target audience.

Conclusions and recommendations

Strong results for cut-through and call-to-action point to the continued effectiveness of the MTA and Break the Chain advertising in reaching and influencing special audiences, which has built over time.

The findings therefore indicate there is an ongoing opportunity for future bursts of social marketing communication using the same creative concepts to achieve desirable behavioural change among each of the special audiences covered in the Campaign.

Although there was some evidence of campaign wear-out, it was limited and did not result in a reduced call-to-action. This suggests that re-running the advertisements used in the Campaign would be an effective option for another burst of campaign activity. That said, it is likely that refreshing the advertising executions would boost future campaign effectiveness.

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II. Introduction

A. Campaign backgroundThe aim of the National Tobacco Campaign - More Targeted Approach (‘MTA’)and Break the Chain (‘the Campaign’) is to reduce smoking prevalence among high-need and hard to reach groups. This includes people who are at risk, have high smoking rates, and/ or whom mainstream materials struggle to reach, such as people from certain Culturally and Linguistically Diverse (CALD) backgrounds, people experiencing social disadvantage, pregnant women and their partners. The Break the Chain materials aim to address the high prevalence of smoking and smoking-related deaths among Aboriginal and/ or Torres Strait Islander Australians.

The CALD (Health Benefits) and previous Pregnancy components of MTA (Phase One) were undertaken in the first half of 2011, running concurrently with the Break the Chain materials for an Aboriginal and/ or Torres Strait Islander audience. In 2012, the second phase of MTA (Phase Two) built on the previous activity maintaining the same communication objectives, using the Pregnancy component and with two new Family and Money creative concepts introduced for the CALD component in addition to Health Benefits. Phase Three of MTA, which consisted of two bursts, commenced in late 2012 with the launch of new creative material targeting pregnant women and their partners - Quit for You Quit for Two. Burst 1 also included all three elements of the CALD campaign, but these were not part of Burst 2 activity.

The fourth phase (Phase 4) of MTA commenced on 25 May 2014 and concluded late July 2014. Campaign components included Health Benefits (mainstream and CALD) and, Quit for You Quit for Two. In addition, Break the Chain materials, developed as part of the National Tobacco Campaign for Aboriginal and/or Torres Strait Islander audiences, were also included.. Figure 1 below provides an overview of the communication activity phases to date.

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Figure 1: Communication activity phases

The 2014 Campaign included TV, radio, print and digital advertising. Campaign materials and an overview of the media buy are provided in Appendix E – Campaign materials and media buy.

Creative materials: Television

The 2014 Break the Chain advertising utilised the same television advertisements (TVCs) as in 2011. The 45 second version of the TVC was shown on subscription, free-to-air (including SBS) and Indigenous television from 31 May 2014 to the week commencing (w/c) 22 June 2014.

Creative materials: Radio

The Break the Chain radio advertisement was broadcast nationally on Indigenous radio stations from 31 May to the w/c 22 June 2014.

The Health Benefits (mainstream) radio advertisement was broadcast on national syndicated and radio stations across metropolitan and regional areas. The Health Benefits advertisement was also translated into 12 languages (Afghani, Arabic, Cantonese, Hindi, Khmer, Korean, Mandarin,

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2011Phase One

2012Phase Two

2013Phase Three

2014Phase Four

Phase One included the CALD and pregnancy materials of the MTA campaign. The evaluation of Phase One of MTA also included a concurrent evaluation of the Break the Chain materials with an Aboriginal and Torres Strait Islander audience.

Phase Two of the MTA campaign built on previous activity maintaining the same communication objectives. No new advertisements were created for the pregnancy materials in Phase Two, however, the CALD component introduced two new Family and Money creative concepts aimed at specific language groups. Break the Chain was not run by the Department in 2012 and was not included in the evaluation.

Phase Three of the MTA campaign consisted of two bursts (Burst 1 and Burst 2) and commenced with the launch of the new pregnancy materials Quit for You Quit for Two specifically targeting pregnant women and their partners from socially disadvantaged, CALD and Aboriginal and Torres Strait Islander backgrounds. Two waves of research were undertaken to evaluate Bursts 1 and 2 of Phase 3 with each of the three audiences.

Phase Four of the MTA campaign – including Break the Chain – commenced on 25 May 2014 and concluded in late July 2014. Campaign materials included: Health Benefits (mainstream and CALD), Break the Chain and Quit for You Quit for Two. The campaign evaluation commenced in June, following the conclusion of television advertising.

Overview

Final 7

Sinhalese, Tagalog (Filipino), Thai, Turkish and Vietnamese) to target CALD groups, and was broadcast on CALD radio stations. Both the mainstream and CALD components of the Health Benefits radio ads were broadcast from 31 May to the w/c 22 June.

Creative materials: Print

The Break the Chain print advertisements (ads) were shown in Indigenous press and regional press in areas with high Aboriginal and Torres Strait Islander populations from 31 May to the w/c 20 July.

The Health Benefits (mainstream) print ads were shown in magazines from the w/c 1 June to the w/c 29 June, while the Health Benefits (CALD) ads were shown in CALD newspapers from 31 May to the w/c 29 June. Languages included: Arabic, Cambodian, Cantonese, Mandarin, Filipino, Greek, Indian, Iranian-Persian, Korean, Sri Lankan, Thai, Turkish and Vietnamese. Out of home advertisements for both the mainstream and CALD component were shown in portrait panels.

The Quit for You Quit for Two print advertisements were shown in magazines from 31 May to the w/c 29 June, and in street press from the w/c 1 June to the w/c 29 June. Poster versions of the ads were also shown in female washrooms in shopping centres and cinemas.

Creative materials: Digital

The Break the Chain online advertisements were shown from 31 May to the w/c 22 June.

The Health Benefits (mainstream and CALD) online advertisements were displayed from 31 May to the w/c 22 June.

The Quit for you Quit for Two online advertisements were shown from 31 May to the w/c 15 June.

B. Research objectivesThis evaluation research was undertaken to assess the effectiveness of the Campaign through identifying:

campaign awareness among key target audiences;

campaign wear-out and recommendations for future use of current campaign creative;

the prevalence of quitting, and attribution to campaign exposure;

intentions of target groups to quit or remain quit; and

awareness of support and tools available to assist with quitting.

This research built on the existing information collected over time in previous waves of evaluation research since 2011. More specifically, the focus was on monitoring changes in advertising diagnostics, awareness of support and intentions to change behaviour in relation to smoking and quitting. Hence, where possible, the evaluation research has replicated the methodologies applied to earlier phases of research.

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With Quit for You Quit for Two comprising only a small proportion of the overall media buy (5%), specific research with women ‘at risk’ of smoking whilst pregnant was not undertaken. However, questions pertaining to Quit for You Quit for Two materials were included in the research and limited to unprompted and prompted recognition.

C. Methodology

Sample design and sampling frame

This evaluation was based on n=543 interviews undertaken with smokers and recent quitters from Aboriginal and/ or Torres Strait Islander, CALD and socially disadvantaged backgrounds.

Aboriginal and/ or Torres Strait Islander Australians

Data collection was conducted face-to-face via a Computer Assisted Personal Interviewing (CAPI) survey of n=184 Aboriginal and/ or Torres Strait Islander smokers and recent quitters aged 16-40 years. The sample was stratified geographically in proportion to the Aboriginal and Torres Strait Islander population in metropolitan and non-metropolitan locations in each state or territory from the relevant age cohort (based on 2011 Census data). Interviewing was undertaken in 22 locations across all states except Tasmania, because of the very small share of the Aboriginal and Torres Strait Islander population it accounts for. All interviewing was conducted by ORIMA’s specialist Indigenous field force.

Culturally and Linguistically Diverse (CALD) audience

The CALD evaluation component comprised a face-to-face, CAPI survey of n=194 interviews with individuals aged 18-40 years from five different cultural/ linguistic backgrounds. The five cultural/ linguistic groups were Arabic, Cantonese, Korean, Mandarin and Vietnamese. The sample was allocated across Sydney, Melbourne and Brisbane based on the relative proportion of each cultural/ linguistic group residing in each of these three states, according to the 2011 Census of Population and Housing. To prevent the fieldwork becoming inefficient, resulting quotas of fewer than five interviews were reallocated proportionately across the other cities. All interviewing was conducted by ORIMA’s specialist CALD field force.

Socially disadvantaged audience

The socially disadvantaged component of the evaluation was conducted via a face-to-face, CAPI survey of n=165 individuals from socially disadvantaged backgrounds aged 18-40 years. Recruitment of respondents was targeted to those living in low socioeconomic status (SES) areas, based on the Australia Bureau of Statistics Socio-economic Indexes for Areas (SEIFA) classification. Samples were collected from 55 metropolitan and non-metropolitan postcode areas across all states and territories identified as socially disadvantaged areas. An income test was also imposed, screening for respondents from households with incomes of less than $60,000 per annum, to exclude those from higher income households. All interviewing was conducted by ORIMA’s fieldwork partner, MarketMetrics.

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The sample breakdown is presented in Table 1.

Table 1: Sample breakdown

Number of interviews

% that are current smokers

% that are recent quitters

Aboriginal and/ or Torres Strait Islander Australians (aged 16-40) 184 89% 11%

Culturally and Linguistically Diverse background (aged 18-40) 194 78% 22%

Arabic 41 90% 10%Cantonese 37 76% 24%Korean 38 68% 32%Mandarin 41 80% 20%Vietnamese 37 73% 27%

Socially disadvantaged background (aged 18-40) 165 95% 5%

TOTAL 543 87% 13%

Questionnaire development

A draft survey questionnaire was developed by ORIMA Research and was aligned, where relevant, with the research instruments developed to evaluate (a) the Break the Chain materials, (b) the Health Benefits materials, and (c) the Quit for You Quit for Two materials.

Whilst Health Benefits (mainstream) materials were shown to, and evaluated with, all respondents, the CALD Health Benefits materials were only evaluated with CALD respondents. Furthermore, the Break the Chain TV advertisement was shown to all respondents, but other Break the Chain materials were only evaluated with Aboriginal and/ or Torres Strait Islander respondents. As the Quit for You Quit for Two advertising was a small proportion of the media buy, questions relating to this creative were limited to unprompted and prompted recognition.

The draft questionnaire was provided to the Department, and all comments incorporated, prior to finalisation.

Fieldwork

Survey fieldwork was undertaken:

from 3 July to 20 July for the Aboriginal and Torres Strait Islander component; from 2 July to 20 July for the CALD component; and from 7 July to 20 July for the socially disadvantaged component.

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Weighting

At the overall level, responses were weighted to ensure each target group was equally represented in the overall results (i.e. each target group represents one third of the overall results).

At the target group level, the data from Aboriginal and/ or Torres Strait Islander respondents has been weighted using Australian Bureau of Statistics (ABS) population estimates1 by age and gender to represent the national Indigenous population aged 16-40 years. Weighting was not applied to data collected from the CALD and socially disadvantaged target groups due to the application of broadly representative demographic quotas (age and gender) and quotas reflecting the evaluative criteria of according equal weight to each of the CALD groups covered, and equal weight to metropolitan and non-metropolitan areas within the socially disadvantaged target group.

Presentation of results

Percentages presented in the report are based on the total number of valid responses made to the question being reported on. In most cases, results reflect those for respondents who had a view and for whom the questions were applicable. ‘Don’t know/ unsure’ responses have only been presented where this aids in the interpretation of the results. Percentage results throughout the report may not sum to 100% due to rounding.

The impact of campaign exposure was measured both directly – by asking respondents if they had undertaken (or had intentions to undertake) any actions as a result of exposure to the Campaign – and indirectly – by comparing reported awareness, attitudes, and behaviour of respondents who had been exposed to the campaign to those reported by respondents not exposed to the campaign. Use of the latter approach has been limited in 2014 due to the high overall reach of the campaign.

Where appropriate, results have been presented by different sub-groups to aid in the interpretation of the results. Such sub-groups include:

CALD, Aboriginal and/.or Torres Strait Islander and socially disadvantaged groups; Smokers and recent quitters; and Exposure and non-exposure to the Campaign and campaign materials.

Comparisons against previous phases of the More Targeted Approach campaign and Break the Chain materials have been included where appropriate.

Statistical precision

Overall percentage results for questions answered by most respondents have an upper bound degree of sampling error (i.e. confidence interval) at the 90% level of statistical confidence of +/ - 4 percentage points (pp). That is, there is a 90% probability (abstracting from non-sampling error) that the reported estimates will be within +/ - 4pp of the results that would have been obtained if all Indigenous, CALD and socially disadvantaged smokers and recent quitters had completed the survey

1 ABS Catalogue 3238.0,Estimates and Projections, Aboriginal and Torres Strait Islander Australians, 2001 to 2026, Released 30 April 2014

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and the results were weighted as per the evaluative weighting criteria adopted (equal representation of each target audience and each CALD group).

Higher degrees of sampling error apply to questions answered by fewer respondents and to results for small sub-groups of respondents (e.g. results for a particular audience group).

Quality assurance

The project was conducted in accordance with international quality standard ISO 20252.

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III. Demographic and behavioural profile of respondents

The demographic and behavioural profile of respondents was broadly consistent with previous More Targeted Approach campaign evaluation research (see Table 2). Detailed respondent profiling is presented graphically in Appendix D.

Table 2: Basic demographic profile of respondents(Base: All respondents)

Overall (n=543)

Aboriginal and/ or Torres Strait Islander

(n=184)

Culturally and Linguistically

Diverse (n=194)

Socially disadvantaged

(n=165)

Smoker2 statusDaily smoker 73% 73% 59% 88%Weekly smoker 14% 15% 19% 7%Recent quitter3 13% 11% 22% 5%Age16-24 years old 29% 31% 30% 26%25-29 years old 22% 19% 25% 24%30-34 years old 21% 21% 20% 21%35-40 years old 28% 29% 25% 29%Household incomeUnder $30,000 52% 55% 42% 58%$30,000 to under $60,000 33% 22% 35% 42%$60,000 to under $80,000 9% 16% 10% -$80,000 and above 6% 7% 12% -GenderMale 51% 48% 53% 52%Female 49% 52% 47% 48%% of female planning to be or currently pregnant 13% 13% 18% 9%

Live in metro region 62% 38% 100% 50%EducationSecondary educated or less 58% 81% 22% 71%At least some post-secondary school education 42% 19% 78% 29%

2 The term ‘smoker’ refers to a respondent who was smoking cigarettes at least once a week at the time of the survey.

3 The term ‘recent quitter’ or ‘quitter’ refers to a respondent who had quit smoking cigarettes in the 12 months prior to the survey and was previously smoking at least weekly.

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IV. Campaign diagnostics

A. Recall of campaign advertisementsFigure 2 illustrates that most members of the target audiences (85%) had seen or heard information or advertising about the dangers of smoking or that encouraged them to quit smoking in the past six months. Nearly one in six (15%) respondents spontaneously recalled the Break the Chain advertising, while less than one in twenty mentioned the Health Benefits (4%) and the Quit for You Quit for Two (2%) materials without prompting.

While recall for general smoking-related advertisements was broadly consistent across the target audience groups, specific recall of Break the Chain materials was higher among Aboriginal and/ or Torres Strait Islander audiences (30%, higher than 11% of those who were socially disadvantaged and 4% of those from CALD backgrounds).

Figure 2: Unprompted awareness of advertisements(Base: All respondents)

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Upon prompting, a very high level of overall recognition was recorded for the Campaign (see Figure 3). The vast majority of respondents (92%) recognised at least one element of the Campaign, which comprised Break the Chain (overall awareness of 69%), Health Benefits (mainstream) (67%) and Quit for You Quit for Two (42%) advertisements.

Overall campaign reach was found to be higher among those from socially disadvantaged (98%) and Aboriginal and/ or Torres Strait Islander (97%) backgrounds, compared to CALD audiences (81%). This was due to lower prompted recall of the Break the Chain and Quit for You Quit for Two components among CALD respondents.

Figure 3: Prompted recognition of the Campaign(Base: All respondents)

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Prompted awareness of Break the Chain was good among target audience groups; almost seven in ten respondents (69%) indicated awareness of the advertising (see Figure 4). Exposure was markedly lower among those from CALD backgrounds (38%) than Aboriginal and/ or Torres Strait Islanders (87%, which was the same as was recorded for the previous wave of advertising activity in 2011) and socially disadvantaged respondents (81%).

In relation to the media channels of the ads, Aboriginal and/ or Torres Strait Islander respondents most commonly recognised the TV advertisement (86%), followed by radio (43%), print (34%) and online (19%) advertisements. The television advertisement played an important role among this audience as nearly all were aware of Break the Chain through the television ad – only 1% reported exposure via other channels only (radio, print or online).

Figure 4: Prompted recognition of the Break the Chain materials(Base: All respondents)

Note: Only Aboriginal and/ or Torres Strait Islander respondents were asked about Break the Chain radio, print and online advertising.

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As shown in Figure 5, two thirds (67%) of smokers/ recent quitters were exposed to the mainstream component of the Health Benefits advertising. Exposure to Health Benefits was largely in relation to the radio (54%) and print/ poster (43%) advertisement, with a small proportion (7%) citing exposure via online advertisements.

Socially disadvantaged smokers or recent quitters were found to have higher levels of recall (78%) than those from CALD (62%) and Aboriginal and/ or Torres Strait Islander (61%) backgrounds. This greater awareness was primarily driven by stronger recognition of the radio advertisement among the socially disadvantaged group (66%, higher than 50% among Aboriginal and/ or Torres Strait Islander respondents and 45% among CALD respondents).

Figure 5: Prompted recognition of the Health Benefits (mainstream) materials(Base: All respondents)

*Print ad includes magazine and outdoor version of the same advertisement.

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Figure 6 below presents the breakdown of unduplicated reach of the mass media components of the Health Benefits (mainstream) materials. Only 1% of respondents indicated that they were exposed to the online advertisement only, indicating a very limited contribution of online advertisements to overall campaign reach.

A relatively large proportion of socially disadvantaged respondents (28%) were only exposed to radio advertisements, higher than 19% of Aboriginal and/ or Torres Strait Islander respondents and 20% of CALD respondents.

Figure 6: Unduplicated reach analysis – Health Benefits (mainstream) materials(Base: All respondents, n=543)

Online only1%

Radio only22%

Print only12%

Online and Radio1%

Online, Radio and

Print5%

Online and Print<1%

Radio and Print25%

Total Online7%

Total Radio54%

Total Print 43%

None33%

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Figure 7 shows that almost half (47%) of CALD respondents recalled seeing or hearing CALD Health Benefits materials, and seven in ten (71%) respondents were exposed to the CALD and/ or mainstream materials. Nearly a third (32%) saw the CALD print ad and more than a quarter (27%) heard the radio ad. Moreover, considerable proportions were only reached via a single advertising channel, indicating that different media channels have reached different segments of this target audience based on their media usage patterns.

Figure 7: Prompted recognition of the Health Benefits (mainstream & CALD) materials with unduplicated reach – CALD respondents

(Base: Respondents from a CALD background, n=192-194)

*Print ad includes magazine, newspaper, online and outdoor version of the same advertisement.

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Figure 8 illustrates that prompted recognition of the Quit for You Quit for Two materials was 42%, with advertising reach mostly achieved via the print/ poster/ online advertisement (39%) and a smaller proportion exposed via the phone app (13%).

Among target audience groups, less than three in ten (27%, the same as that recorded following Burst 2 of campaign activity in 2013) CALD smokers/ recent quitters were exposed to Quit for You Quit for Two overall, which was lower than that for Aboriginal and/ or Torres Strait Islanders (55%, which was in line with 51% recorded for the 2013 Burst 2 campaign) and socially disadvantaged respondents (44%). This was due to lower levels of exposure to both the print/ poster/ online advertisement (26%, compared to 54% of Aboriginal and/ or Torres Strait Islanders and 38% of socially disadvantaged respondents) and phone app (6%, compared to 17% and 15% respectively).

Among respondents that were pregnant or planning to become pregnant (n=33), over half (56%, consistent with 58% in 2013 Burst 2) had been exposed to the Quit for You Quit for Two materials, reportedly via the print/ poster/ online advertisement (53%) and the phone app (33%)4.

Figure 8: Prompted recognition of the Quit for You Quit for Two materials(Base: All respondents)

42%

55%

44%

27%

0% 20% 40% 60% 80% 100%

(n=537-543)

(n=179-184)

(n=165)

(n=193-194)

Overall



Culturally and Linguistically Diverse (CALD)

Phone appPrint ad*

39%

54%

38%

26%

13%

17%

15%

6%

Denotes a significantly lower/ higher result relative to other audience groups

*Print ad includes magazine, newspaper, online and outdoor version of the same advertisement.

In addition, the research found that exposure to the other quit smoking support phone app – MyQuitBuddy – was limited (13%).

4 Due to small sample sizes, these results should be interpreted with caution.

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Although awareness levels among Aboriginal and/ or Torres Strait Islanders for the Break the Chain print and radio advertisements were consistent with those recorded in 2011 (when Break the Chain originally aired), the Break the Chain TV advertisement achieved higher recognition (86%, up from 77% in 2011). An improvement in recall was also seen for Quit for You Quit for Two, particularly for the print advertisement (54%, much higher than 26% following Burst 2 of activity in 2013) (see Figure 9).

Figure 9: Prompted recognition of campaign elements – Aboriginal and/ or Torres Strait Islander respondents – by year

(Base: Respondents from an Aboriginal and/ or Torres Strait Islander background)

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As shown in Figure 10, prompted awareness among the CALD target audience for the Health Benefits print and radio ads remained consistent with the previous waves in 2012 to 20135. Similar to the Aboriginal and/ or Torres Strait Islander audience group, the proportion of CALD respondents aware of the Quit for You Quit for Two print ads increased following the 2014 Campaign activity (26%, higher than 17% following Burst 2 in 2013).

Figure 10: Prompted recognition of campaign elements – CALD respondents – by year(Base: Respondents from a CALD background)

2011(n=350)

2012(n=350)

2013 – Burst 2(n=350)

2014(n=193-194)

70% 64% 74% 67% 57%

3% - - - -

26% 17% 9% - -

6% 3% 2% - -

Health Benefits Online ad

Q4YQ42 Print ad

Q4YQ42 Phone App

*

*Exposure to either CALD or mainstream component of Health Benefits campaign Denotes significantly higher exposure relative to 2013 –Burst 2 result

Health Benefits Print and Radio ad

2013 – Burst 1(n=350)

5 It should be noted that in the 2014 CALD survey, respondents were specifically asked if they had seen the Health Benefits ad in the last 2 months (have you seen this ad in the last 2 months?), whereas in previous waves in 2011 to 2013, time frame was not specified in the question (Have you seen this ad?).

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B. Key message take-outFigure 11 shows that those who had seen the Break the Chain TV advertisement predominantly recalled (without prompting) messaging relating to smoking affecting others (family/ kids/ community) and general health impacts. These messages included:

your smoking affects others/ your family/ your kids/ your community (47% overall; broadly consistent among sub-groups);

smoking causes lung cancer/ heart disease/ stroke/ breathing difficulty (46% overall; 52% among Aboriginal and/ or Torres Strait Islanders and 51% among CALD respondents, higher than 38% of the socially disadvantaged); and

you should quit smoking for your kids (37% overall; broadly consistent among sub-groups).

Aboriginal and/ or Torres Strait Islanders exposed to the Break the Chain radio, print or online advertisements most commonly derived messages relating to:

quit smoking (57%);

smoking causes lung cancer/ heart disease/ stroke/ breathing difficultly (39%); and

your smoking affects others/ your family/ your kids/ your community (35%).

Figure 11: Unprompted message take-out for the Break the Chain materials(Base: Respondents exposed to the Break the Chain TV ad/ Respondents exposed to at least one of the Break

the Chain radio, print or internet ads) (Multiple response)

ATSI(n=102)

ATSI(n=161)

CALD(n=73)


(n=134)

1. Your smoking affects others/ your family/ your kids/ your community 47% 49% 47% 44%

2. Smoking causes lung cancer/ heart disease/ stroke/ breathing difficulty 46% 52% 51% 38%

3. You should quit smoking for your kids 37% 37% 42% 35%

4. Smoking is dangerous/ bad 32% 34% 42% 25%

5. Smoking causes cancer (unspecific) 31% 25% 36% 36%

1. Quit smoking 57%

2. Smoking causes lung cancer/ heart disease/ stroke/ breathing difficulty 39%

3. Your smoking affects others/ your family/ your kids/ your community 35%

4. Smoking is dangerous/ bad 31%

5. You should quit smoking for your kids 26%

Television

Radio, print and online ads

Overall(n=368)

Denotes significantly lower/ higher result relative to other audience groups

When comparing the results with those for the previous wave of Break the Chain campaign activity in 2011, a significantly lower proportion of Aboriginal and Torres Strait Islander respondents mentioned the tagline Break the Chain (9%, lower than 43% in 2011), while more respondents recalled the message ‘quit smoking for your kids’ from the radio, print and online ads (26%, higher

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than 18% in 2011). However, this is most likely to due to methodological differences between the two surveys, whereby respondents in 2011 were shown stills of the television advertisement, which included the tagline Break the Chain. In this latest evaluation research, the television advertisement was played to respondents up to the tagline.

Message take-out among those exposed to the mainstream Health Benefits advertisements (radio, print and internet) was largely related to positive health benefits of quitting smoking (see Figure 12). More than half mentioned the following key messages from the ads:

quitting smoking has many benefits (57% overall; 63% of CALD and 62% of socially disadvantaged respondents, higher than 46% of Aboriginal and/ or Torres Strait Islander respondents); and

stop smoking, start repairing (54% overall; broadly consistent among sub-groups).

CALD smokers/ recent quitters exposed to the CALD component of the Health Benefits materials (print and radio) had similar message take-out to that of the mainstream materials, including:

quitting smoking has many benefits (63%); and

stop smoking, start repairing (52%).

In comparison with the previous wave of Health Benefits (CALD) activity in Burst 1 2013, CALD respondents were more likely to recall the message to ‘stop smoking, start repairing’ (52%, up from 25% in 2013).

Figure 12: Unprompted message take-out for the Health Benefits (mainstream and CALD) materials

(Base: Respondents exposed to Health Benefits (mainstream) materials/ Respondents from a CALD background exposed to Health Benefits (CALD) materials) (Multiple response)

Denotes significantly lower/ higher result relative to other audience groups

CALD(n=91)

1. Quitting smoking has many health benefits 57% 46% 63% 62%

2. Stop smoking, start repairing 54% 52% 56% 55%

3. The day you stop smoking, your body starts repairing 41% 51% 46% 30%

4. Every cigarette you don’t smoke is doing you good 36% 31% 45% 34%

5. Call the Quitline 16% 14% 20% 14%

1. Quitting smoking has many health benefits 63%

2. Stop smoking, start repairing 52%

3. The day you stop smoking, your body starts repairing 49%

4. Every cigarette you don’t smoke is doing you good 33%

5. Stop smoking today 31%

Mainstream component

CALD component

ATSI(n=114)

CALD(n=120)


(n=128)Overall(n=362)

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Upon prompting, the vast majority of respondents exposed to at least one element of the Campaign agreed that most of the key campaign messages were communicated to them (see Figure 13). It should be noted that prompted key message take-out questions are subject to a high degree of over-reporting bias in interviewer-administered surveys (i.e. respondents tend to agree in order to appear more knowledgeable to the interviewer or to be polite/agreeable – this tendency is relatively high among Aboriginal and/or Torres Strait Islander people due to cultural norms). Higher agreement was recorded among respondents from an Aboriginal and/ or Torres Strait Islander background for the following messages:

your smoking affects others/ your family/ your kids/ your community (97%, higher than 87% of CALD and 91% of socially disadvantaged respondents); and

the day you stop smoking, your body starts to repair itself (95%, higher than 87% of CALD and 89% of socially disadvantaged respondents).

Conversely, CALD respondents were least likely to feel the ads communicated the following:

if you want to quit smoking you should never give up trying (76%, lower than 91% of Aboriginal and/ or Torres Strait Islanders and 93% of the socially disadvantaged).

disease and dying from smoking is not normal (55%, lower than 83% of Aboriginal and/ or Torres Strait Islanders and 73% of the socially disadvantaged).

In general, Aboriginal and/ or Torres Strait Islander respondents reported similar agreement with key messages from previous waves (2011 to 2013). However, compared to the Burst 2 activity in 2013, CALD respondents were more likely to agree that the ads communicated the message ‘there are many short and long term health benefits to quitting smoking’ (94%, higher than 84%).

Figure 13: Overall campaign message take-out (prompted)(Base: Respondents exposed to at least one element of Campaign)


93%

93%

92%

92%

91%

87%

71%

0% 20% 40% 60% 80% 100%

(n=497)

(n=490)

(n=497)

(n=497)

(n=497)

(n=497)

(n=494)

There are many short and long term health benefits to quitting smoking

It’s twice as important to get the help you need when pregnant, or planning to be

Your smoking affects others/ your family/ your kids/ your community

Every cigarette you don’t smoke, is doing you good

The day you stop smoking, your body starts to repair itself

If you want to quit smoking you should never give up trying

Disease and dying from smoking is not normal

97%

76%

95%

83% 55%

ATSI CALD Socially disadvantagedOverall

(n=177-179) (n=153-157) (n=160-161)

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C. Opinions of campaign advertisingOpinions of campaign advertising were generally positive and largely consistent across the three components (see Figure 14). A large majority of respondents agreed that all the materials were easy to understand and believable, and significant proportions reported that the advertisements were thought-provoking and made them more likely to quit smoking. The mainstream component of Health Benefits was rated relatively highly in terms of relevance, whilst Break the Chain materials were slightly less likely to be seen as containing new information.

Figure 14: Opinions of Campaign materials (% agreed or strongly agreed)(Base: Respondents exposed to each component of the Campaign)

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As shown in Figure 15, the vast majority of smokers/ recent quitters exposed to the Break the Chain advertising agreed that it was easy to understand (98%), believable (88%), and had prompted them to stop and think about their smoking habits (73%).

Aboriginal and/ or Torres Strait Islander Australians were more likely than socially disadvantaged and CALD respondents to hold positive opinions towards the Break the Chain materials. A larger proportion felt that the advertising:

made them stop and think (80%, higher than 63% of CALD and 69% of socially disadvantaged respondents);

made them more likely to try to quit (75%, higher than 57% of CALD and 59% of socially disadvantaged respondents);

made them worry about past/ current smoking (75%, higher than 61% of CALD and 57% of socially disadvantaged respondents);

was relevant to them (73%, higher than 51% of CALD and 54% of socially disadvantaged respondents); and

taught them something new (52%, higher than 39% of CALD and 37% of socially disadvantaged respondents).

Figure 15: Opinions of the Break the Chain materials(Base: Respondents exposed to the Break the Chain materials)

However, when compared to the previous wave of the Break the Chain activity in 2011, a lower proportion of Aboriginal and/ or Torres Strait Islander respondents agreed that the ad:

made them feel worried about their past/ current smoking (65%, lower than 78% in 2011);

was relevant to them (61%, lower than 81%);

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taught them something new (43%, lower than 61%); and

made them feel uncomfortable (39%, lower than 63%).

Figure 16 shows the vast majority of respondents exposed to the Health Benefits mainstream materials agreed it was easy to understand the advertising (95%), it was believable (91%) and related to them (78%).

The materials also received higher endorsement among Aboriginal and/ or Torres Strait Islander Australians for the following statements in relation to the advertising:

it was believable (98%, higher than 87% of CALD and 89% of socially disadvantaged respondents);

it made them stop and think (83%, higher than 71% of CALD and 65% of socially disadvantaged respondents);

it made them more likely to try to quit or continue not to smoke (80%, higher than 64% of CALD and 58% of socially disadvantaged respondents); and

it made them worry about their past/ current smoking (77%, higher than 59% of CALD and 56% of socially disadvantaged respondents).

Figure 16: Opinions of the Health Benefits (mainstream) materials(Base: Respondents exposed to the Health Benefits (mainstream) materials)

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Consistent with the mainstream component of Health Benefits , the Health Benefits (CALD) ads were also widely perceived as easy to understand (89%), believable (80%) and relevant (63%) among CALD respondents (see Figure 17).

Respondents exposed to the 2014 CALD Health Benefits materials were less likely to hold positive opinions than those exposed in 2013 (i.e. significantly reduced shares of these CALD respondents agreed with all of the following statements compared to the 2013 ads).

Figure 17: Opinions of the Health Benefits (CALD) materials(Base: Respondents from CALD backgrounds exposed to the Health Benefits (CALD) materials)

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As shown in Figure 18, limited wear-out was recorded across the Campaign materials. Around a third of those exposed to each component indicated that they were tired of seeing the ads (34% for Break the Chain, 30% for the mainstream component of Health Benefits and 32% for the CALD component of Health Benefits), with significantly lower wear-out reported for the Health Benefits mainstream ad among CALD respondents (61% disagreed they were getting tired of seeing the ads, compared to 45% of socially disadvantaged respondents and 42% of Aboriginal and/ or Torres Strait Islander respondents).

Figure 18: Materials wear-out(Base: Respondents exposed to each component of the Campaign)

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As illustrated by Figure 19 and Figure 20, wear-out for the 2014 Break the Chain materials among its primary target audience (Aboriginal and/ or Torres Strait Islander Australians) was consistent with that recorded for the campaign activity in 2011 (28%, in line with 23% in 2011). In contrast, the Health Benefits CALD materials were associated with higher levels of wear-out among the CALD audience (32%, higher than 13% of Burst 1 activity in 2013).

Figure 19: Break the Chain materials wear-out (% agreed they are getting tired of the ads) – Aboriginal and/ or Torres Strait Islander respondents

(Base: Respondents from an Aboriginal and/ or Torres Strait Islander background exposed to the Break the Chain campaign)

Figure 20: Health Benefits (CALD) materials wear-out (% agreed they are getting tired of the ads) – CALD respondents

(Base: Respondents from a CALD background exposed to the Health Benefits (CALD) campaign)

32%

13%

0% 10% 20% 30% 40% 50%

2014 (n=90)

2013 Burst 1 (n=253)

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V. Direct measures of campaign impact

A. Actions taken due to campaign exposureAs shown in Figure 21, the Campaign delivered good call-to-action among target audience groups. Almost two thirds (64%) of respondents indicated that they had taken action as a result of exposure to the Campaign (69% for CALD respondents, in line with 65% for Aboriginal and/ or Torres Strait Islander Australians and higher than 59% for those from a socially disadvantaged background). The most commonly reported actions were:

cutting back on the amount smoked (33% overall; 41% among CALD respondents, higher than 31% among Aboriginal and/ or Torres Strait Islander respondents and 30% among those from a socially disadvantaged background);

discussing smoking and health with family and friends (25% overall; 34% among CALD respondents, higher than 23% of socially disadvantaged and 21% of Aboriginal and/ or Torres Strait Islander respondents); and

stopping or quitting smoking (13% overall; 22% among CALD respondents, higher than 14% for Aboriginal and/ or Torres Strait Islander Australians and 6% for socially disadvantaged respondents).

Figure 21: Actions taken as a result of Campaign exposure(Base: Respondents exposed to at least one element of the Campaign)

41%

2%

34%

22%

13%

15%

6%


ATSI CALD Socially disadvantagedOverall (n=497)

(n=179) (n=157) (n=161)

64%

33%

25%

13%

7%

6%

6%

6%

5%

3%

3%

36%

0% 10% 20% 30% 40% 50% 60% 70%

Taken at least 1 action

Cut down the amount I smoke

Discussed smoking and health with family/friends

Stopped/ quit smoking

Discussed smoking and health with trustedperson/ community intermediary

Changed the type of cigarettes I smoke

Set a date to give up smoking

Asked your doctor/ health worker for help toquit

Began taking NRT or other pharmaceutical stopsmoking product

Read "how to quit" literature

Rung the "Quit" help line

Done nothing

Taken at least one action

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Figure 22 shows that Aboriginal and/ or Torres Strait Islander Australians reported a higher likelihood of taking at least one action after seeing or hearing advertisements from the 2014 Campaign (65%) than in previous research in 2011 to 2013 (47%-48%). Compared with Burst 2 of activity in 2013, these respondents were more likely to have cut down the amount of cigarettes they smoke (31%, up from 12%), discussed smoking and health with family or friends (21%, up from 4%) and stopped or quit smoking (14%, up from 5%).

Figure 22: Actions taken as a result of campaign exposure – Aboriginal and/ or Torres Strait Islander respondents (Top 3)

(Base: Respondents exposed to at least one element of the Campaign)

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As illustrated in Figure 23, the level of action taken in relation to quitting or reducing smoking among the CALD audience group was significantly higher than that following Burst 2 of advertising in 2013 (69%, higher than 30%), with more respondents indicating that they had:

cut down the amount of cigarettes they smoke (41%, higher than 7% following 2013 Burst 2);

discussed smoking and health with family/ friends (34%, higher than 2%); and

stopped or quit smoking (22%, higher than 4%).

Figure 23: Actions taken as a result of Campaign exposure – CALD respondents (Top 3)(Base: Respondents exposed to at least one element of the Campaign)

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B. Actions planned due to campaign exposureIntention to take future action as a result of exposure to the Campaign was also good overall (63%), although it was less common among socially disadvantaged respondents (48%, lower than 72% of CALD respondents and 70% of Aboriginal and/ or Torres Strait Islanders). The top three intended actions were (see Figure 24):

reducing the amount of cigarettes smoked (31% overall; 39% among CALD respondents and 32% among Aboriginal and/ or Torres Strait Islander Australians, both higher than 23% among socially disadvantaged respondents);

stopping/ quitting smoking (21% overall; 27% among Aboriginal and/ or Torres Strait Islander respondents, in line with 20% among CALD respondents and higher than 14% among the socially disadvantaged); and

discussing smoking and health with others (18% overall; 24% of CALD respondents and 19% of Aboriginal and/ or Torres Strait Islander Australians, higher than 12% among the socially disadvantaged).

Figure 24: Actions planned as a result of campaign exposure(Base: Respondents exposed to at least one element of the Campaign)

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As shown in Figure 25 and Figure 26, larger proportions of Aboriginal and/ or Torres Strait Islander Australians (70%, up from 43%-61% in 2011 to 2013) and CALD respondents (73%, up from 38%-50% in 2011 to 2013) planned to take action relating to quitting or reducing smoking in the next month as a result of exposure to the Campaign. Both groups were more likely to report that they intended to reduce the quantity of cigarettes they smoke, stop or quit smoking and discuss smoking and health with others.

Figure 25: Actions planned as a result of campaign exposure - Aboriginal and/ or Torres Strait Islander audience (Top 3)

(Base: Respondents exposed to at least one element of the Campaign)

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Figure 26: Actions planned as a result of campaign exposure – CALD respondents (Top 3)(Base: Respondents exposed to at least one element of the Campaign)

Differences in planned/ taken action by campaign element exposure

Aboriginal and/ or Torres Strait Islander audiences exposed to either Break the Chain TV, radio or print advertisements reported a greater intention to take action in the next month than those that were not exposed (72% of those exposed, compared to 48% of those that were not).

Aboriginal and/ or Torres Strait Islander audiences that had seen Health Benefits print or outdoor advertisements were more likely to have taken some form of action than those that had not seen those advertisements (73% of those exposed, compared to 59% of those not exposed).

CALD audiences that were exposed to the Health Benefits mainstream or CALD-specific advertisements had a higher likelihood of planning to take action within the next month (74% of those exposed, higher than 55% of those not exposed) such as intending to stop or quit smoking (22%, compared to 5% those not exposed).

Socially disadvantaged respondents exposed to the Quit for You Quit for Two advertisements were more likely to have taken action in the past month (67% of those exposed, compared to 52% of those that were not) or intend to take action in the following month (55%, compared to 42%), which included intending to ask a health professional for help to quit (14%, higher than 6%).

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Additionally, CALD audiences that had seen the Quit for You Quit for Two print advertisement or recognised the phone app were more likely to plan to take action in the next month (83% of those exposed, compared to 67% of those that were not). Similarly, female CALD respondents exposed to the Quit for You Quit for Two advertisements were more likely to report intending to take action than those not exposed (88%, compared to 67%).

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VI. Indirect measures of campaign impact – behaviours and attitudes

A. Intentions to quit smokingAs shown in Figure 27, about two thirds (65%) of smokers among target audience groups intended to quit smoking. Among those planning to quit, half (51%) reported intention to do so within the next six months.

The intention to quit and the planned timing to do so were broadly consistent between target audience groups.

Figure 27: Intention and timing to quit smoking(Base: Respondents who smoke/ Respondents who smoke and plan to quit smoking)

65

66

67

62

23

14

27

28

18

20

18

15

33

34

29

36

42

39

47

40

12

20

6

10

7

7

7

8

0% 20% 40% 60% 80% 100%

(n=468)

(n=160)

(n=151)

(n=157)

(n=304)

(n=106)

(n=101)

(n=97)

Yes NoWithin the next month Within the next 6 monthsSometime in the future, beyond 6 months Don’t know

Plan to quit smoking?

(among smokers)

Planned timing to quit

(among smokers intending to quit)

Overall




Overall




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Figure 28 illustrates that Aboriginal and/ or Torres Strait Islander smokers reported greater intention to quit (66%) than in Burst 1 and Burst 2 of the 2013 MTA campaign (43% and 56%, respectively), in line with the level recorded in 2011 (65%, when Break the Chain materials were originally aired).

Reported intention to quit among CALD audiences has declined steadily since the MTA campaign in 2012, which was the first time the Family and Money print advertisements were implemented (67% in 2014 was broadly in line with 72% and 73% in 2013, but lower than 83% in 2012 and 79% in 2011).

Figure 28: Intention to quit smoking – by year(Base: Respondents who smoke)

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B. Attitudes to quitting smoking Following the 2014 Campaign activity, confidence and motivation towards quitting smoking remained high (see Figure 29). Smokers were most positive that support and tools are available to help them quit (73%). Sizeable proportions were also eager for a life that is smoke-free (62%) and had been thinking a lot about quitting smoking (61%).

Figure 29: Attitudes towards quitting smoking(Base: Respondents who smoke)

73

62

61

52

10

14

9

20

17

24

30

29

0% 20% 40% 60% 80% 100%

(n=461)

(n=463)

(n=466)

(n=464)

Agree Neither agree nor disagree Disagree

Support and tools are available to help you to quit and remain smoke-free

You are eager for a life without smoking

You’ve been thinking a lot about quitting recently

You are confident you could quit smoking if you wanted to

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As shown in Figure 30, Aboriginal and/ or Torres Strait Islander smokers generally had more positive attitudes than other target audience groups, as they were more likely to agree that:

support and tools are available to help them to quit and remain smoke-free (83%, higher than 61% from CALD and 74% from socially disadvantaged backgrounds);

they are eager for a life without smoking (71%, higher than 52% from CALD and 62% from socially disadvantaged backgrounds); and

they are confident they can quit smoking if they wanted to (59%, higher than 49% from CALD and 48% from socially disadvantaged backgrounds).

It should be noted that this finding at least partly reflects a relatively high tendency (due to cultural norms) among Aboriginal and/ or Torres Strait Islander people to report attitudes perceived to be agreeable or socially acceptable to the interviewer.

Furthermore, exposure to different elements of the Campaign was found to have a positive impact on smoking and quitting attitudes, specifically:

those exposed to the mainstream Health Benefits materials were more likely to agree that they are eager for a life without smoking (66% overall, higher than 55% of those that were not exposed);

Aboriginal and/ or Torres Strait Islander respondents exposed to the Break the Chain materials were more likely to agree that they are eager for a life without smoking (75%, higher than 48% of those that were not exposed); and

CALD respondents exposed to the CALD Health Benefits materials were more likely to agree that support and tools are available to help them to quit and remain smoke-free (69%, higher than 53% of those that were not exposed).

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Figure 30: Attitudes towards quitting smoking – by target audience(Base: Respondents who smoke)

8361

74

7152

62

6760

55

594948

716

8

1417

11

99

9

2022

17

102317

153126

2331

36

2029

36

0% 20% 40% 60% 80% 100%

(n=159)

(n=147)

(n=155)

(n=157)

(n=149)

(n=157)

(n=159)

(n=150)

(n=157)

(n=159)

(n=148)

(n=157)

Agree Neither agree nor disagree Disagree

Support and tools are available to help

you to quit and remain smoke-free

You are eager for a life without smoking

You’ve been thinking a lot about quitting recently

You are confident you could quit smoking if you wanted to














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The 2014 Campaign appeared to have a positive impact on Aboriginal and/ or Torres Strait Islander smokers’ attitudes towards quitting smoking.

Figure 31 illustrates that agreement with each of the tracked attitudinal statements has built significantly since Burst 1 of the 2013 campaign and has reached a similar level to that achieved in 2011, when the Break the Chain materials were originally aired. Respondents’ confidence in their ability to quit smoking was, however, lower than that recorded in 2011 (59% in 2014, lower than 69% in 2011).

Figure 31: Attitudes towards quitting smoking – Aboriginal and/ or Torres Strait Islander respondents

(Base: Respondents from an Aboriginal and/ or Torres Strait Islander background who smoke)

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Figure 32 shows that smokers from a CALD background have reported broadly consistent levels of pro-quitting attitudes over the past phases of MTA, with the exception of their belief that support and tools are available to assist them in quitting for good (61% in 2014, which was lower than 84% in Burst 1 and Burst 2 in 2013) and that they are eager for a life without smoking (52% in 2014, lower than 72% in Burst 2 in 2013).

Figure 32: Attitudes towards quitting smoking – CALD respondents(Base: Respondents from a CALD background who smoke)

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VII.Conclusion and recommendationsPhase 4 of the More Targeted Approach and Break the Chain campaign in 2014 achieved a high level of overall reach among the target audiences. Nearly all socially disadvantaged & Aboriginal and/ or Torres Strait Islander respondents and around eight in ten members of the CALD target audience were exposed to at least one campaign element.

Recognition of the Break the Chain and Health Benefits materials was good at around two thirds overall, and tended to be higher or consistent with that recorded for previous campaign bursts. The reach of these materials was higher among the specific audiences targeted, reflecting the media buy and messaging of the advertising.

Exposure to Break the Chain was higher among Aboriginal and/ or Torres Strait Islander and socially disadvantaged respondents.

Exposure to Health Benefits was more prevalent among socially disadvantaged and CALD respondents.

Overall exposure to the Quit for You Quit for Two materials was moderate, reflecting the limited media buy for this component and relatively narrow target audience.

The research found that television advertising remained the key contributor to the overall reach of the Break the Chain materials, with other media playing a supplementary, frequency-building role. For Health Benefits (mainstream and CALD), radio, print and out-of-home advertising continued to effectively reach different sub-sets of the audience based on their media usage patterns. The cut-through of digital media was limited, and especially in the case of Health Benefits, suggesting that the Campaign advertising online was not effective in building reach among the target audiences.

Message take-out was similar to previous campaign bursts and generally well-aligned with key campaign messages – the most common related to:

the general health impacts of smoking;

the positive health benefits of quitting; and

the impact of smoking on others.

Encouragingly, nearly two thirds of the overall target audience had taken action as a result of exposure to the Campaign advertising. Among those exposed:

one third reported cutting back on the amount smoked;

one quarter had discussed smoking and health with family and friends; and

more than one in ten indicated they had stopped or quit smoking.

Intention to take action in the future, as a result of exposure to the Campaign, was also good overall – reaching similar levels to actions taken. Intentions to take action were, however, less common for the socially disadvantaged target audience.

Strong results for cut-through and call-to-action point to the continued effectiveness of the MTA and Break the Chain advertising in reaching and influencing special audiences, which has built over time.

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The findings therefore indicate there is an ongoing opportunity for future bursts of social marketing communication using the same creative concepts to achieve desirable behavioural change among each of the special audiences covered in the 2014 More Targeted Approach and Break the Chain campaign.

Although there was some evidence of campaign wear-out, it was limited and did not result in a reduced call-to-action. This suggests that re-running the advertisements used in Phase 4 of the campaign would be an effective option for another burst of campaign activity. That said, it is likely that refreshing the advertising executions would boost future campaign effectiveness.

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APPENDICES

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Appendix A – Campaign materials and media plan

Break the ChainThe Australian Government Department of Health and Ageing launched the ‘Break the Chain’ National Tobacco Campaign on 28 March 2011.

The campaign depicts a young Indigenous woman reflecting on her own experiences of smoking, and how smoking has impacted on her life and the lives of those close to her. The call to action is her encouraging others to quit smoking as she has, to set a good example for their kids.

Creative materials: Television

The script of the Break the Chain 45-second television advertisement is as follows:

Testimonial-style ad from an Aboriginal mother talking about her family's history with smoking disease. The various points she makes are punctuated, where appropriate, with cutaways to old photographs, sick relatives or other memorabilia.

Indigenous woman: I watched pop die... lung cancer from smoking. Mum had a heart attack... from her smoking.

We see a picture of her family and her voice grows softer with concern for their health.

VO: My sis and Uncle Barry have trouble breathing.She looks sadly over to her sick neighbour's house.VO: Rosy next door had a stroke... and doctor said it was from smokes. I was smoking for years too... but I quit.We see her own children playing happily in contrast to the illnesses and worry she is experiencing.VO: Cos I don't want our kids growing up thinking disease and dying like that is normal.

She looks directly to camera, strong and determined to change her smoking habits for the good of her community.

VO: If I can do it, I reckon we all can.

Super: Break the ChainSuper: australia.com.au/quitnow and Australian Government authorisation titleVO: Authorised by the Australian Government, Canberra


The radio advertisement featured the same female voice from the television advertisement. Below is the script for the radio advertisement.

Female VO (testimonial style): I watched pop die... lung cancer from smoking. My sis and Uncle Barry have trouble breathing. Rosy next door had a stroke... and doctor said it was from smokes. I was smoking for years too. But I quit. Because I don't want our kids growing up thinking disease and dying like that is normal. If I can do it... I reckon we all can.

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Announcer: Authorised by the Australian Government, Canberra, spoken by W Macperson and E Crombie.

Creative materials: Print and online

The text included on the Break the Chain print advertisement is as follows:

Quit smoking and Break the Chain.

“If I can do it, I reckon we all can”

Remember, you don’t need to quit on your own, there is help available:

Talk to your local health centre to get Nicotine Replacement Therapy (NRT includes nicotine gum, patches, inhaler and lozenges).

Call the Quitline to get advice from someone who is there to help you quit.

Visit www.australia.gov.au/quitnow

Authorised by the Australian Government, Captial Hill, Canberra

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The Break the Chain online advertisement used the same creative as the print advertisement. An example is shown below:

Health Benefits (mainstream)The mainstream component of the Health Benefits creative materials was developed for the National Tobacco Campaign. The advertising features a male or a female sitting in his or her doctor’s surgery for a health check. The person is surrounded by a range of health facts on the positive health and financial benefits of quitting smoking, providing short-term milestones for smokers to focus on during their quitting journey. The ‘Every cigarette you don’t smoke is doing you good’ logo is shown as well as the Quitline number 13 7848 and www.australia.gov.au/quitnow.


A male and female version of the Health Benefits radio advertisement was produced. The script of the radio advertisement is as follows:

VO: The day you stop smoking, your body starts to repair itself.In eight hours, excess carbon monoxide is out of your bloodstream.In five days, most nicotine has left your body.In three months, your lung function begins to improve.In a year, your risk of heart disease has halved and a pack a day smoker will save over $4000.Every cigarette you don't smoke is doing you good. Stop smoking today.Authorised by the Australian Government Canberra, spoken by Henri Kaspar


The text included on the female version of the Health Benefits print advertisement is as follows:

"Stop Smoking, start repairing"

Face: In 1 week your sense of taste and smell improves. In 1 month skin appearance is likely to improve.Chest: In 3 months your lung function begins to improve. In 5 days most nicotine is out of your body.Right arm: In 8 hours excess carbon monoxide is out of your blood.

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Hip pocket: In 1 year a pack-a-day smoker will save over $4,000.Head: In 5 years your risk of a stroke has dramatically decreased.Abdomen: Today quit before getting pregnant and your risk of having a pre-term baby is reduced to that of a non-smoker.Chest: In 12 months your risk of heart disease has halved.

“Every cigarette you don’t smoke is doing you good”

In addition, the poster version of the Health Benefits print advertisement (shown below on the right) has a call-to-action for downloading the My QuitBuddy app.

The Health Benefits online advertisement displays the same health and financial benefits of quitting as other materials. The advertisement is as below:

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Health Benefits (CALD)The Health Benefits (CALD) creative materials, originally developed for the mainstream National Tobacco Campaign, were adapted and translated for the More Targeted Approach campaign.


The print advertising was translated Arabic, Cambodian, Cantonese, Mandarin, Filipino, Greek, Indian, Iranian-Persian, Korean, Sri Lankan, Thai, Turkish and Vietnamese – with Pacific Islander material being produced in English. A culturally representative male and female were shown specific to each language group. Examples of the male version are shown below:

Similar to the print advertising, the online advertising was translated from English into multiple languages. The Vietnamese version is shown below as an example:

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The Health Benefits (CALD) – ‘The day you stop smoking, your body starts to repair’ radio script was translated and voiced by a culturally representative male in the Arabic, Dari, Filipino, Hindi, Spanish and Vietnamese radio commercials with a female voice used in the Cantonese, Cambodian, Korean, Mandarin, Pacific Islander, Sinhalese, Thai, and Turkish commercials. The gender of the voice-over talent was selected based on perceived cultural appropriateness for each language group. The radio script was adapted from the mainstream campaign but shortened to accommodate the length of translations.

The Health Benefits (CALD) radio script reads: The day you stop smoking, your body starts to repair itself. In five days, most nicotine has left your body. In three months, your lung function begins to improve. In a year, your risk of a heart attack has halved and your risk of lung cancer is lower too. Every cigarette you don’t smoke is better for you. Stop smoking today. Authorised by the Australian Government Canberra, spoken by [name of voice talent].

Quit for You Quit for Two

Creative materials: Print

The Quit for You Quit for Two print advertisements (i.e. ‘Hayley’ and ‘Rebecca’) were specifically developed for Phase 3 of the MTA for specialist audiences. The text included on the Quit for You Quit for Two print advertisements is as follows:

Quit for You. Quit for Two.

When a baby’s on the way, it’s twice as important to get the support you need to quit smoking. Phone Quitline and ask about Quit for you Quit for Two.They can help you beat the cravings, with tips like these:Delay: Delay for a few minutes – the urge will passDeep breath: Breathe slowly and deeplyDo something else: Ring a friend or practice your prenatal exercises Drink water: Take ‘time out’ and sip slowly

When you choose to quit, you lower the risk of: miscarriage

premature labour

ectopic pregnancy

SIDS

And you’ll save money.Download the free app.

Go to the App Store or Android Market now to download Quit for You Quit for Two for free.

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Creative materials: Smartphone app

This app was mentioned in the print advertising material and key screenshots of the app are shown below:

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Media planThe summary of the National Tobacco Campaign - More Targeted Approach and Break the Chain media plan is as below.

CAMPAIGN MATERIALS 18 25 1 8 15 22 29 6 13 20 27BREAK THE CHAIN LAUNCH SATURDAY 31ST MAYTELEVISIONNational - Subscription & SBSMetropolitan - Free-to-airRegional - Free-to-airINDIGENOUS TelevisionRadioPressDigitalHEALTH BENEFITSMAGAZINESConsumerRADIOMetropolitanRegionalDIGITALDisplayMobileOUT OF HOMEOut of Home - NationalCALD (16 Languages)RadioPressDigitalOut of HomeQUIT FOR YOU, QUIT FOR TWOMAGAZINESConsumerStreet PressDIGITALMobileOUT OF HOMEMarketALL CAMPAIGNSDIGITALSearch & Social

JULYJUNEMAY

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Appendix B - Questionnaire

Department of Health

NTC More Targeted Approach - 2014 Campaign Evaluation Research Questionnaire

Introduction and ScreenerThank you for agreeing to participate in this survey.

The survey is being conducted by ORIMA Research, an independent social research company, on behalf of the Australian Government Department of Health.

The purpose of the survey is to find out what the community thinks about smoking and information about smoking.

The survey should take around 25 minutes to complete.

Participation is Voluntary

Participation in this research is voluntary, so please just let me know if you feel uncomfortable answering any of the questions. You can choose not to answer any question. You can decide to stop participating in the interview at any time.

Confidentiality and Information Privacy

What you tell me during the research will be treated as private and confidential. No individual will be able to be identified from the research results. Your answers will only be used for the purposes of the research.

At any time during or after the interview, you can ask that the information you provided not be used by ORIMA Research.

If you would like to discuss any aspect of the interview or the study, or the information you gave, please feel free to contact ORIMA Research on our toll free number 1800 654 585.

Thank you for taking the time to participate in the study.

Obtain consent by asking: 'Are you happy to proceed with the interview?'

Firstly, I have a few questions about you to make sure that you part of the group of people that we would like to talk to.

S0. Do you, or anyone in your immediate family, work for any of the following?1 Australian Federal Government Department of Health [THANK AND END]2 Market and/ or social research agency [THANK AND END]3 Media and/ or advertising organisation [THANK AND END]

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Indigenous

S1. Are you of Aboriginal or Torres Strait Islander origin?1 Yes2 No [THANK AND END]98 Prefer not to say [THANK AND END]

S2. Which of the following age categories do you belong to?1 Less than 16 years old [THANK AND END]2 16-17 [GO TO SS1]3 18-24 [GO TO SS1]4 25-29 [GO TO SS1]5 30-34 [GO TO SS1]6 35-40 [GO TO SS1]7 41 and over [THANK AND END]98 Refused [THANK AND END]

THANK AND END TEXT: Unfortunately, you don't qualify for our survey as we are looking to speak with people of Aboriginal and/ Torres Strait Islander background who are aged between 16 and 40. Thank you very much for your time.

CALD

I am looking to speak with people from [INSERT RELEVANT COMMUNITY].

S1. Firstly, I am going to read out a number of statements to confirm that you qualify for our survey and I would like you to tell me whether you agree or disagree with them.

a. When it's possible, I prefer to listen to the radio in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in Englishb. When it's possible, I prefer to read books or newspapers in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in Englishc. When I'm home, I usually hold conversations in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English

(RESPONSE FRAME)1 Agree2 Disagree

IF DISAGREE (CODE 2) WITH ALL AT S1 THANK AND END, OTHERWISE GO TO S2

S2. Which of the following age categories do you belong to?1 Less than 18 years old [THANK AND END]2 18-24 [GO TO SS1]3 25-29 [GO TO SS1]4 30-34 [GO TO SS1]5 35-40 [GO TO SS1]6 41 and over [THANK AND END]98 Refused [THANK AND END]

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THANK AND END TEXT: Unfortunately, you don't qualify for our survey as we are looking to speak with people from [INSERT RELEVANT COMMUNITY] who have a preference for communicating in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English and who are aged between 18 and 40. Thank you very much for your time.

Low SES

D1. What is the postcode of your home address?

IF POSTCODE IS OUT-OF-SCOPE, THANK AND END

S2. Which of the following age categories do you belong to?1 Less than 18 years old [THANK AND END]2 18-243 25-294 30-345 35-406 41 and over [THANK AND END]98 Refused [THANK AND END]

D2. What is the gross annual income of your household before tax?[Please note that gross income is defined as income from all sources (e.g. wages, salary, rent, dividends, government payments); do not deduct tax, superannuation or life insurance]1 Under $30,000 [GO TO SS1]2 $30,000 to under $60,000 [GO TO SS1]3 $60,000 to under $80,000 [THANK AND END]4 $80,000 to under $100,000 [THANK AND END]5 $100,000 to under $120,000 [THANK AND END]6 $120,000 to under $150,000 [THANK AND END]7 $150,000 or more [THANK AND END]98 Prefer not to say [THANK AND END]

THANK AND END TEXT: Unfortunately, you don't qualify for our survey as we are looking to speak with people who live in particular areas and who are aged between 18 and 40. Thank you very much for your time.

Smoking status

SS1. How often, if at all, do you currently smoke cigarettes? Do you smoke them… READ OUT1 Daily CLASSIFY AS SMOKER AND ASK SS22 At least weekly CLASSIFY AS SMOKER AND ASK SS23 At least monthly [THANK AND END]4 Less often than monthly[THANK AND END]5 Not at all [GO TO SS3]98 Refused [THANK AND END]

SS2. Which of the following best describes your smoking behaviour in the last month or so? READ OUT1 I have not thought about quitting [GO TO SS5]2 I thought about quitting, but did not actually try to quit [GO TO SS5]

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3 I tried to quit but started smoking again [GO TO SS5]4 None of the above [DO NOT READ OUT] [GO TO SS5]99 Can't say [DO NOT READ OUT] [GO TO SS5]

SS3. Have you ever smoked cigarettes at least weekly?1 Yes2 No, never [THANK AND END]99 Can't say [THANK AND END]

SS4. Did you stop smoking cigarettes at least weekly within the last 12 months?1 Yes CLASSIFY AS RECENT QUITTER AND GO TO SECTION B2 No - it was 12 months ago or longer [THANK AND END]99 Can't say [THANK AND END]

SS5. On average, how many cigarettes would you smoke each [INSERT "day" IF SS1=1, OR "week" IF SS1=2]IF SS1=1 SHOW: per dayIF SS1=2 SHOW: per week98 Refused

THANK AND END TEXT: Unfortunately, you don't qualify for our survey as we are looking to speak with people who currently smoke or who have recently quit smoking. Thank you very much for your time.

Intentions to quit and quitting aidIF SMOKER ASK Q1, OTHERWISE GO TO Q3

1. Do you intend to quit smoking?1 Yes2 No [GO TO SECTION C]99 Don't know [GO TO SECTION C]

2. Are you planning to quit…READ OUT1 Within the next month [GO TO SECTION C]2 Within the next 6 months [GO TO SECTION C]3 Sometime in the future, beyond 6 months [GO TO SECTION C]99 Don't know [DO NOT READ OUT] [GO TO SECTION C]

3. Which, if any, of the following have you done to help you quit smoking?READ OUT1 Rang the Quitline2 Visited the Quitnow website3 Used a quit smoking app (please specify)4 Taken part in Quit smoking programs5 Used an online/ internet support tool such as online Quitcoach6 Done something else (please specify)99 Don't know [DO NOT READ OUT]

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Attitudes - CURRENT SMOKERS ONLYTHIS SECTION ONLY ASKED OF SMOKERS

4. I would now like to ask you how much you agree or disagree with the following statements about smoking and quitting.

READ OUT STATEMENTSa. You've been thinking a lot about quitting recentlyb. You are eager for a life without smokingc. You are confident you could quit smoking if you wanted tod. Support and tools are available to help you to quit and remain smoke-free

(RESPONSE FRAME) 1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

Advertising awareness and diagnosticsThe next few questions are about advertising.

General awareness of anti-tobacco advertising

AD1. In the past six months, have you seen or heard any information or ads about the dangers of smoking, or to encourage you to quit smoking?1 Yes 2 No [GO TO AD3]99 Don't know/ can't remember [GO TO AD3]

AD2i. Can you please describe the first ad that comes to mind? And what was the ad trying to say?[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW']BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

AD2ii. Can you please describe the next ad that comes to mind? And what was the ad trying to say?[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

Break the Chain - prompted recall, key message take-out and perceptions

AD3. I am now going to play you a recent TV ad and I would like to know if you have seen it in the last 2 months.

PLAY BTC TVC

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Have you seen this ad in the last 2 months? 1 Yes [ASK AD4 AND THEN GO TO TEST1]2 No [GO TO TEST1]98 Refused [GO TO TEST1]99 Don't know [GO TO TEST1]

AD4. And what would you say were the main things that this ad was trying to say?

[MULTIPLE RESPONSE] DO NOT READ OUT

1 Smoking causes cancer (unspecific)2 Smoking causes lung cancer/ heart disease/ stroke/ breathing difficulty3 Quitting smoking is possible/ everyone can quit4 You should quit smoking for your kids5 Disease and dying from smoking is not normal6 [RESERVED] 7 Your smoking affects others/ your family/ your kids/ your community8 Smoking is dangerous/ bad9 Quit smoking10 Break the Chain96 Other (please specify) 98 Refused99 Don't know

TEST1: IF INDIGENOUS THEN ASK AD5-AD7, OTHERWISE:IF CALD AND AD3=1 THEN GO TO AD9, OTHERWISE GO TO AD11IF LOW SES AND AD3=1 THEN GO TO AD9, OTHERWISE GO TO AD16

AD5. There is also a radio version of this ad. I am going to play you the ad and would like to know if you have heard it.

PLAY BTC RADIO AD

Have you heard this ad in the last 2 months? 1 Yes 2 No98 Refused99 Don't know

AD6. There is also a print version of this ad.

SHOW BTC PRINT AD

Have you seen this ad in the last 2 months?

IF YES, PROBE WHERE

1 Yes - seen in magazine or newspaper2 Yes - seen, but not sure where3 No

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98 Refused99 Don't know

AD7. And also internet/ digital versions.

SHOW BTC LEADERBOARD AND MREC ADS

Have you seen these ads on the internet in the last 2 months?

IF YES, ASK WHICH

1 Yes - seen leaderboard2 Yes - seen MREC3 Yes - seen both4 No [GO TO TEST2] 98 Refused [GO TO TEST2] 99 Don't know [GO TO TEST2]

TEST2: IF ANSWERED NO, DON'T KNOW OR REFUSED FOR ALL AD5-AD7 THEN GO TO AD16, OTHERWISE ASK AD8

AD8. Thinking about [INSERT ADS SEEN/ HEARD AT AD5-AD7] ads that you have seen/ heard, what would you say were the main things that the ad(s) were trying to say?

[MULTIPLE RESPONSE]DO NOT READ OUT

1 Smoking causes cancer (unspecific) 2 Smoking causes lung cancer/ heart disease/ stroke/ breathing difficulty3 Quitting smoking is possible/ everyone can quit4 You should quit smoking for your kids5 Disease and dying from smoking is not normal6 [RESERVED] 7 Your smoking affects others/ your family/ your kids/ your community8 Smoking is dangerous/ bad9 Quit smoking10 Break the Chain11 Help is available / talk to your health centre about NRT12 Call the Quitline13 Download the My QuitBuddy app/ a smartphone app95 Other (please specify) 98 Refused99 Don't know

AD9. Now, thinking about these ads, to what extent do you agree or disagree that they…

READ OUT STATEMENTSa. Were easy to understandb. Taught me something newc. Make me stop and thinkd. Are believable

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e. Make me feel uncomfortablef. Relate to meg. Make me feel worried about my past/ current smokingh. Make me more likely to try to quit/ continue not to smoke

(RESPONSE FRAME) 1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

AD10. And how much do you agree or disagree that you are getting tired of seeing/ hearing these ads?1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

Health Benefits (CALD) - prompted recall, key message take-out and perceptions

THIS SECTION ONLY ASKED OF CALD RESPONDENTS

PROGRAMMING INSTRUCTION: ROTATE MALE AND FEMALE VERSIONS OF CALD HEALTH BENEFITS ADS ACROSS RESPONDENTS

AD11. I am now going to show you a recent print ad and I would like to know if you have seen it.

SHOW RELEVANT CALD PRINT AD


IF YES, PROBE WHERE

1 Yes - seen in magazine or newspaper2 Yes - seen online3 Yes - seen outside (e.g. on the street, bus stop etc.)4 Yes - seen, but not sure where5 No98 Refused99 Don't know

AD12. There is also a radio version of this ad.

PLAY RELEVANT CALD RADIO AD

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Have you heard this ad in the last 2 months? 1 Yes 2 No [GO TO TEST3] 98 Refused [GO TO TEST3] 99 Don't know [GO TO TEST3]

TEST3: IF ANSWERED NO, DON'T KNOW OR REFUSED FOR BOTH AD11 AND AD12 THEN GO TO AD16, OTHERWISE ASK AD13

AD13. Thinking about these two ads that I've just shown/ played for you, what would you say were the main things that they were trying to say?


1 Stop smoking, start repairing2 Quitting smoking has many health benefits3 The day you stop smoking, your body starts repairing4 Every cigarette you don't smoke is doing you good5 Stop smoking today96 Other (please specify) 98 Refused99 Don't know

AD14. Still thinking about these ads, to what extent do you agree or disagree that they…

READ OUT STATEMENTSa. Were easy to understandb. Taught me something newc. Make me stop and thinkd. Are believablee. Make me feel uncomfortablef. Relate to meg. Make me feel worried about my past/ current smokingh. Make me more likely to try to quit/ continue not to smoke

(RESPONSE FRAME)1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

AD15. And how much do you agree or disagree that you are getting tired of seeing/ hearing these ads?1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree

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5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER TO RESPONDENTS

Health Benefits (Mainstream) - prompted recall, key message take-out and perceptions

PROGRAMMING INSTRUCTION: ROTATE MALE AND FEMALE VERSIONS OF HEALTH BENEFITS ADS ACROSS RESPONDENTS

AD16. Next, I'm going to play you a recent radio ad and I would like to know if you have heard it.

PLAY HB RADIO AD

Have you heard this ad in the last 2 months? 1 Yes 2 No98 Refused99 Don't know

AD17. There is also a print and poster version of this ad.

SHOW HB PRINT AD AND HB POSTER AD


IF YES, PROBE WHERE

1 Yes - seen in magazine2 Yes - seen outdoor advertising3 Yes - seen both4 Yes - seen, but not sure where5 No98 Refused99 Don't know

AD18. And an internet ad as well.

SHOW HB INTERNET AD

Have you seen this ad in the last 2 months?1 Yes2 No [GO TO TEST4]98 Refused [GO TO TEST4]99 Don't know [GO TO TEST4]

TEST4: IF ANSWERED NO, DON'T KNOW OR REFUSED FOR ALL AD16, AD17 AND AD18 THEN GO TO AD22, OTHERWISE ASK AD19

AD19. Thinking about all the ads that I've just shown/ played for you, what would you say were the main things that the ads were trying to say?

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1 Stop Smoking, start repairing2 Quitting smoking has many health benefits3 The day you stop smoking, your body starts repairing4 Every cigarette you don't smoke is doing you good5 Call the Quitline6 Visit the Quitnow website7 Download the MyQuitBuddy app96 Other (please specify)98 Refused99 Don't know

AD20. Still thinking about all the ads that I've shown you, to what extent do you agree or disagree that these ads….

READ OUT STATEMENTSa. Were easy to understandb. Taught me something newc. Make me stop and thinkd. Are believablee. Make me feel uncomfortablef. Are relevant to meg. Make me feel worried about my past/ current smokingh. Make me more likely to try to quit/ continue not to smoke

(RESPONSE FRAME)1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER THESE OPTIONS TO RESPONDENTS

AD21. And how much do you agree or disagree that you are getting tired of seeing/ hearing these ads?1 Strongly disagree2 Disagree3 Neither agree nor disagree4 Agree5 Strongly agree[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER TO RESPONDENTS

Quit for You Quit for Two - prompted recall

PROGRAMMING INSTRUCTION: ROTATE TWO VERSIONS OF Q4YQ42 PRINT ADS ACROSS RESPONDENTS

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AD22. Now, I am going to show you another print ad.

SHOW Q4YQ42 PRINT AD

Have you seen this ad?

IF YES, PROBE WHERE

1 Yes - seen in magazine or newspaper2 Yes - seen online3 Yes - seen in shopping centre bathroom4 Yes - seen, but not sure where5 No98 Refused99 Don't know

Quit smoking support - My QuitBuddy and Quit for You Quit for Two app

AD23. Lastly, I'm going to show you some images of phone apps developed to help people quit smoking.

SHOW MYQUITBUDDY APP

Have you seen this app before today?

IF YES, PROBE WHERE/ WHETHER DOWNLOADED

1 Yes - I downloaded it [GO TO AD24]2 Yes - I saw it on someone else's phone [GO TO AD25]3 Yes - in an ad [GO TO AD25]4 Yes - seen, but not sure where [GO TO AD25]5 No [GO TO AD25]98 Refused [GO TO AD25]99 Don't know [GO TO AD25]

AD24. How useful did you find the My QuitBuddy app? Was it…?1 Very useful2 Somewhat useful3 Not at all useful98 Refused99 Don't know

AD25. And how about this app?

SHOW Q4YQ42 APP

Have you seen this app before today?

IF YES, PROBE WHERE/ WHETHER DOWNLOADED

1 Yes - I downloaded it [GO TO AD26] 2 Yes - I saw it on someone else's phone [GO TO AD27]

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3 Yes - in an ad [GO TO AD27] 4 Yes - seen, but not sure where [GO TO AD27] 5 No [GO TO AD27] 98 Refused [GO TO AD27] 99 Don't know [GO TO AD27]

AD26. How useful did you find this app? Was it…?1 Very useful2 Somewhat useful3 Not at all useful98 Refused99 Don't know

Overall key message take-out

IF ANSWERED NO, DON'T KNOW OR REFUSED FOR ALL AD3, AD5, AD6, AD7, AD11, AD12, AD16, AD17 AD18 AND AD22 (I.E. NOT AWARE OF ANY ELEMENT OF THE CAMPAIGN) THEN GO TO SECTION E, OTHERWISE ASK AD27

AD27. Whether or not you have seen all of the ads shown to you today, we are interested in your thoughts about the ads you saw.

Please tell me if you think the ads communicated each of the following or not … we don't want to know if you think the statement is true, we want to know if you felt that this is what the ad was trying to say to you.

READ OUT EACH STATEMENT AND FOLLOWING EACH ASK: Do you think the ad(s) communicated this message to you?

a. There are many short and long term health benefits to quitting smokingb. The day you stop smoking, your body starts to repair itselfc. Every cigarette you don't smoke, is doing you goodd. [RESERVED]e. If you want to quit smoking you should never give up tryingf. Your smoking affects others/your family/your kids/your communityg. Disease and dying from smoking is not normalh. It's twice as important to get the help you need when pregnant, or planning to be

(RESPONSE FRAME)1 Yes2 No[PROGRAM RESPONSE OPTIONS 98 'REFUSED' AND 99 'DON'T KNOW'] BUT DO NOT READ OUT/ OFFER TO RESPONDENTS

Direct influence of the campaign - overall

AD28. Thinking about all of the ads that we talked about today, what, if anything, have you done as a result of seeing/ hearing these ads?


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1 Discussed smoking and health with family/friends2 Discussed smoking and health with trusted person / community intermediary3 Changed the type of cigarettes I smoke 4 Cut down the amount I smoke5 Stopped/quit smoking 6 Rung the "Quit" help line 7 Read "how to quit" literature 8 Accessed Quit information from a website 9 Asked your doctor / health worker for help to quit 10 Began taking Nicotine replacement therapy (NRT), or other pharmaceutical stop smoking product11 Set a date to give up smoking12 Asked your pharmacist/other health professional for advice on quitting13 Downloaded the My QuitBuddy app/ smartphone app14 Done nothing95 Other (please specify)98 Refused99 Don't know/ can't remember

AD29. What, if anything, will you do in the next month in response to seeing/ hearing these ads?


1 Discuss smoking and health with others 2 Change the type of cigarettes I smoke 3 Reduce the quantity of cigarettes I smoke 4 Stop/quit smoking 5 Ring the "Quit" help line 6 Read "how to quit" literature 7 Access Quit information from a website 8 Ask your doctor / health worker for help to quit 9 Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop smoking products10 Download the My QuitBuddy app/ smartphone app11 No intentions95 Other (please specify) 98 Refused99 Don't know/ can't remember

Demographic Questions The next few questions are about you, just to make sure we've spoken with a good range of people…

ASK D1 AND D2 ONLY OF INDIGENOUS AND CALD RESPONDENTS

D1. What is the postcode of your home address?

D2. What is the gross annual income of your household before tax?[Please note that gross income is defined as income from all sources (e.g. wages, salary, rent,

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dividends, government payments); do not deduct tax, superannuation or life insurance]1 Under $30,0002 $30,000 to under $60,0003 $60,000 to under $80,0004 $80,000 to under $100,0005 $100,000 to under $120,0006 $120,000 to under $150,0007 $150,000 or more98 Prefer not to say

D3. What is the highest level of formal education that you have completed? 1 Under Year 102 Year 10 or equivalent3 Year 11 or equivalent4 Year 12 or equivalent5 TAFE, diploma, certificate6 University degree96 Other [please specify]98 Prefer not to say

D4. [Interviewer to complete] Respondent is a:1 Female2 Male

IF FEMALE ASK D5

D5. Are you currently pregnant or planning to become pregnant in the next 12 months?1 Yes - currently pregnant2 Yes - planning to become pregnant3 No98 Refused99 Don't know

D6 TO BE COMPLETED BY CALD INTERVIEWERS ONLY

D6. INTERVIEWER TO RECORD (do not read out) HOW INTERVIEW WAS CONDUCTED1 Completely (or almost completely) in English2 Completely (or almost completely) in another (non-English) language3 In a mixture of English and another language

[THANK AND END]

Thank you very much for your time and assistance with this research.

For quality control purposes we may contact you again just to ask you about your experience of being interviewed today. We will not be asking you to do another survey.

The Department of Health just wants to make sure that you were actually interviewed and that you were happy with the way the interview went, and that you thought the interview was conducted fairly. We will remove your contact details and de-identify your survey responses when all interviewing is completed.

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Can I just confirm your name and phone number?

Respondent's Name:

Respondent's Phone:

Respondent's Signature: (confirming they have received their incentive):

We will not disclose any identifiable research information for a purpose other than conducting our research unless we have your express prior consent or are required to do so by an Australian law.

Our Privacy Policy is available at www.orima.com and contains further details regarding how you can access or correct information we hold about you, how you can make a privacy related complaint and how that complaint will be dealt with. Should you have any questions about our privacy policy or how we will treat your information, you may contact our Privacy Officer, Liesel van Straaten on (03) 9526 9000.

Until we de-identify your survey response, you have the right to access the information that we hold about you as a result of this interview. You may request at any time to have this information de-identified or destroyed.

CLOSE: That's the end of the interview. Thanks so much for your help, it has been very helpful. Just in case you missed it my name is (…) and this survey was conducted for ORIMA Research and the Department of Health.

IF NECESSARY: If you have any queries about this survey, or would like any further information, you can call us on 1800 654 585.

IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:

www.quitnow.info.au

Quitline 137 848

INTERVIEWER TO COMPLETE BEFORE SIGNING

I have informed the respondent of the purpose of the research and their rights.

I have informed the respondent that their identity will be kept confidential and that any information they supply will only be used for the purposes of the research.

I have informed the respondent of their right to stop the interview at any time and/ or ask that the information provided not be used by ORIMA Research.

The respondent has consented to participate.

Signature:

Interviewer Name:

Date:

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