It may be that the ads depicted in the third person are less salient among Indigenous people who all too frequently experience loss of family. Playing . 18. The doctor puts on rubber gloves and examines Ronaldo’s nose and throat, and begins to insert a scope into his tracheotomy, while Ronaldo gives a voiceover through an electrolarynx: ‘I got throat cancer at 39 from smoking. In Australia, there has been a strong tendency to air these types of highly emotionally evocative graphic and narrative style messages highlighting the health effects of smoking. We then focus on a cigarette pack with an image of the same gangrenous foot, with the text ‘QUITLINE 13QUITwww.quitsa.org.au’. It is clear there has been a modest reduction in free-to-air viewing while online channels have experienced strong growth. 7. Within the context of stalled smoking prevalence in Indigenous communities [10], there have been calls to develop campaigns specifically for Indigenous people. Indigenous participants were more likely to rate the Indigenous-targeted ad (Billy) higher than non-Indigenous participants on all measures, further confirmed by the qualitative feedback. amount spent on advertising). Give up for the people who care about you’. An end tag with the words: ‘Quitline 137848’ and ‘quit.org.au’, appear on the screen across the image of Ronaldo as Ronaldo mouths ‘Thank you’ to the doctor. Indigenous participants reported they heard about the Quitline (38%), after referrals from health professionals (46%) [17]. Canberra, Australia, Australian Institute of Health and Welfare and National Heart Foundation of Australia, National Partnership Agreement on Closing the Gap in Indigenous Health Outcomes, Long-term effectiveness of mass media-led anti-smoking campaigns in Australia, How has the prevalence of cigarette smoking changed among Australian adults? A Caucasian man, approximately 30 years old, begins by addressing the camera from his lounge room: ‘Smoking-related lung cancer is a long, painful way to die’ he says, ‘There’s no other way to describe it—it was absolutely hellish’. Average cigarettes smoked each day (mean, standard deviation), Thinking about quitting in the next 12 months (%). Leave behind was selected by significantly more non-Indigenous than Indigenous participants (χ2 = 18.53, P < 0.001), as was Bubblewrap (χ2 = 3.92, P = 0.048). In another study, in three remote Aboriginal communities, more Aboriginal people recalled a widely broadcast national mainstream campaign than any other cessation intervention, and although the overall cessation rate was low, a small number of smokers reported having quit as a result of seeing the advertisements [19]. This type of campaign requires messaging that engages smokers rationally. The case of the Australian National Tobacco Campaign. The camera then cuts to a photo of his father, this time looking quite ill. In 5 years, smokers have shifted from being much more likely to be heavy consumers of commercial television to being more likely to watch no television. It is the first published comprehensive Australian study to examine the impact of a broad range of anti-smoking mass media among this population, which has such a high smoking prevalence. 2020;30(3):e3032021. Available from: 24. Five-year media consumption trends – Smokers 18–49. ‘There’s a whistling noise—it’s the air racing around the lung cancer, almost completely blocking the airway’, he explains. In the family car, Billy sits coughing between his parents who are both smoking. Developing campaigns collaboratively, using the skills and expertise of people from across behaviour change communications, research and creative fields, will help to ensure that antismoking advertising carries the right message, communicates the message clearly and delivers it effectively to the target audience. Methods: We present a commentary on the established creative and media strategies proven to be effective in prompting quit attempts among smokers, discuss new challenges facing anti-smoking campaign managers today and propose considerations for the future. Frequency tables of the ads most often selected as most likely to motivate quitting were produced and differences in group ratings on this item were examined using chi-square analyses. At current media rates in Australia, this would represent an estimated annual cost of approximately $AUD24 million.25 Although this level of funding represents a substantial investment in mass media campaigns, it represents a low investment cost per person reached, since effective antismoking campaigns can deliver substantial cost savings, due to the prevention of premature deaths and reduced costs of the health system that result from smokers quitting.4. Zita’s story. Dunlop SM, Cotter T, Perez D. When your smoking is not just about you: antismoking advertising, interpersonal pressure, and quitting outcomes. 1. MM has conducted research for antismoking campaign development, paid for by government and not-for-profit health agencies. Each item was measured on a five-point Likert scale, where 1 represented ‘strongly disagree’, 2 ‘slightly disagree’, 3 ‘neither agree nor disagree’, 4 ‘slightly agree’ and 5 ‘strongly agree’. This is an important item to consider including in future research. Tob Control. The averaged predicted probabilities of positive ratings for all ads on all outcomes were calculated over all observations for both groups. However, the ranking of responses to the different ads from both Indigenous and non-Indigenous smokers was very similar, with four of the five ads nominated as most motivating of all ads, the same in both groups (Anthony, Ronaldo, Bronchoscopy and Alive). An exploratory Canadian study found that media advertising was the second most common way. The first metric of success in mass media advertising is recall. Some participants liked the metaphor and felt that it conveyed an important message. Durkin S, Bayly M, Brennan E, Biener L, Wakefield M. Fear, sadness and hope: which emotions maximize impact of anti-tobacco mass media advertisements among lower and higher SES groups? A graphic image of the badly damaged ‘lungs’ remains. http://www.youtube.com/watch?v=Kpl6YkRdREc. Multivariate logistic regression analyses were performed for each of the six ad rating outcomes, using separate models for each group of participants (Indigenous and non-Indigenous). Billy: Indigenous-targeted: Second-hand smoke health effec, Source: Department of Health and Families, Northern Territory Government. The mouth, teeth and throat. 2014;19(1):41–56. groups and effectiveness of the anti - smoking message. 2013;22(1):24–31. A key to achieving this engagement is to continue to present smokers with new information about how smoking creates harms, as identified in medical research. It was common for participants to react to ‘Family time’ by describing this ad as ineffective, especially among the men and those without children. Four ads had previously been aired in SA or were being aired at the time of the study: Alive, Bubblewrap, Amputation and Which disease. 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