Awareness and impact of the ‘Bubblewrap’ advertising campaign among Aboriginal smokers in Western Australia

Abstract

Our findings suggest that mainstream antismoking mass media campaigns can positively influence the thoughts and behaviours that Aboriginal smokers have, and exhibit, towards quitting smoking. Notwithstanding this, advertisers should continue to look for better ways to incorporate Aboriginal themes in campaign messages. Future mainstream antismoking campaigns should source sufficient funds to ensure that advertising messages reach the large Aboriginal populations in regional and remote Australia.

Should anti-tobacco media messages be culturally targeted for Indigenous populations? A systematic review and narrative synthesis

“…Despite good recall (85%) of the National Tobacco Campaign (NTC), exposure to anti-tobacco interventions (eg, advice, medication and advertisements) did not influence cessation rates among Aboriginal people in three Northern Territory communities (p=0.42) 35. There was similarly high prompted recall (89.9%) to the ‘Bubblewrap’ campaign by Aboriginal smokers in Western Australia, with most survey participants reporting positive changes in attitudes such as thinking about cutting down or quitting (81%); however only three participants (1.5%) reported quitting 31. Similarly, Indigenous community members and health staff had ‘good recall’ of TV campaigns when questioned about different tobacco interventions, although health staff believed TV advertisements should be more targeted to Indigenous smokers 40.…”

“…The nine quantitative studies were comprised of: four randomised controlled trials (RCTs),26–29 a database analysis,30 two post-intervention surveys,31 32 and two before and after (BAS) studies 33 34. The remaining 12 studies were mixed-methods or qualitative studies,35–46 including 4 with a BAS design 35–38.…”

“…Four papers measured the response of Aboriginal or Torres Strait Islander Australians to television and radio campaigns 31 35 40 46. Three studies reported high levels of recall of generic television or radio anti-tobacco advertising,31 35 40 two of which further assessed self-reported changes in smoking behaviour 31 35.…”

“…Three studies reported high levels of recall of generic television or radio anti-tobacco advertising,31 35 40 two of which further assessed self-reported changes in smoking behaviour 31 35. Despite good recall (85%) of the National Tobacco Campaign (NTC), exposure to anti-tobacco interventions (eg, advice, medication and advertisements) did not influence cessation rates among Aboriginal people in three Northern Territory communities (p=0.42) 35.…”

Validation of risk assessment scales and predictors of intentions to quit smoking in Australian Aboriginal and Torres Strait Islander peoples: a cross-sectional survey protocol

“…There has been some exploration about what antismoking messages are effective and acceptable for Aboriginal and Torres Strait Islander populations,19 as media messages or as adjuncts to clinical treatment 20. Mainstream antismoking campaigns have shown to be effective in terms of recall and perceived effectiveness by Indigenous peoples in Australia,21 22 the USA23 and NZ,24 but have not necessarily translated into increased quit rates in these populations 25. Aboriginal and Torres Strait Islander smokers in a forced exposure to several television advertisements rated those containing strong graphic imagery or personal narratives as effective for a range of measures including being more likely to quit 19.…”