Do adult focused anti-smoking campaigns have an impact on adolescents? The case of the Australian National Tobacco Campaign

Abstract

Tobacco Control 2003;12(Suppl II):ii23-ii29Objectives: To examine adolescents' awareness of and response to an adult focused anti-smoking advertising campaign. Design and setting: Data were obtained from two cross sectional surveys of adolescents. The first study, a national evaluation study, involved a telephone survey of a randomly selected sample of 400 14-17 year olds across Australia in 1998. The second study involved a survey of 3714 students aged 12-17 years, randomly selected from a probability sample of secondary schools in the Australian State of Victoria. Main outcome measures: In both surveys, adolescents answered questions on their awareness of the advertising campaign and actions taken in response to the campaign. Adolescents in the national evaluation study also answered questions assessing knowledge of health effects of smoking, impact of the campaign on adolescents, and relevance of the campaign for adolescents and other groups. Responses for smokers and nonsmokers were examined. Results: Among the national evaluation sample, 85% of adolescent smokers thought the campaign was relevant to them. Fifty three per cent indicated that the campaign had led some teenagers to at least try to quit and 85% thought it made smoking seem less cool and desirable. Among students who were established smokers the campaign generated quitting activity, with 27% cutting down the number of cigarettes they smoked and 26% having thought about quitting. Conclusion: Results indicate that adolescents were very aware of this adult focused anti-smoking campaign and thought it relevant to them. The findings suggest that a graphic health effects cessation focused campaign may have been successful in promoting anti-smoking attitudes among adolescents.

Can population-based tobacco-control policies change smoking behaviors of adolescents from all socio-economic groups? Findings from Australia: 1987–2005

“…Using 2006 dollars, a pack of cigarettes cost on average $AUD 8.48 between November 1999 and December 2005, while costing $AUD 4.85 between January 1991 and October 1999. There is some evidence to suggest that real increases in the price of cigarettes may be more effective in reducing smoking among adolescents from low SES backgrounds [42,43,48].…”

“…The advertising reach of the NTS was three times greater than that of anti-smoking advertisements aired between 1991 and early 1997. The advertisements and tagline had high recall among Australian adolescents [43] and adolescents have been shown to perceive these types of advertisements as more effective than humorous, ''normative behavior'' or counter-industry anti-smoking advertisements [44,45]. Between 1997 and 2005 all States adopted a legal age of 18 for purchasing cigarettes, increased penalties for selling cigarettes to people underage, and implemented legislation to prohibit smoking in certain enclosed public spaces, including enclosed shopping centers, restaurants and cafes during meal times.…”

What is the role of tobacco control advertising intensity and duration in reducing adolescent smoking prevalence? Findings from 16 years of tobacco control mass media advertising in Australia

“…Mass media campaigns in Australia have generally taken a health consequences approach and since 1998 most advertisements have used graphic images or personal emotional stories to illustrate the serious health effects of smoking. While advertisements have generally targeted adult smokers, they have high recall among youth 12 and research has consistently shown that these advertisements appeal to adolescents and can reduce youth smoking intentions. 6 13 …”

Proscriptive Models and Evidence in Antismoking Advertising

“…One strategy that may be effective is to design advertisements to appeal to a wider audience. White, Tan, Wakefield, and Hill (2003) found that adolescent smokers receive adult-oriented cessation campaigns positively, suggesting that antismoking advertising can target various audiences simultaneously and remain effective.…”