What we found

Campaign recognition

Campaign effectiveness

Direct response to campaign

All respondents were shown the Quit Stalling advertisement (on the tablet) and asked whether they recognised it:

• Prompted recognition was high, at 61% of all respondents.
• Exposure to the campaign among young Aboriginal males was significantly lower in urban areas (43%) than inner regional (76%) and outer regional / remote locations (70%).
• The most common channel mentioned was TV (57%), and catch-up TV (30%). This was followed by YouTube (20%), via a website (17%) and on Facebook (16%).

Respondents were asked a series of questions to explore the perceived effectiveness and impact of the campaign:

• More than one third of respondents (36%) agreed the ad was relevant to them and that the ad had made them worry about their smoking.
• The diagnostic criteria that performed best indicated the advertisement made the audience ‘stop and think’ (86%) and taught them ‘something new’ (60%).

All respondents were asked how effective they thought the ad was in encouraging them to quit smoking on a scale of zero to 10:

• Overall, one in 10 Indigenous smokers gave the ad the top score of 10. The overall mean score was 5.51.
• Respondents who had reported that they had recognised the campaign typically rated the ad higher (mean score of 6.2) than those who had not seen the campaign prior to the survey (mean score of 4.35).

The campaign succeeded in driving quit attempts and help-seeking behaviour among Aboriginal smokers:

• 74% of respondents stated they had taken action as a direct result of seeing the campaign, including 39% who stated that they had made a quit attempt.
• Nearly half (46%) stated that they intend to quit or seek help as a result of seeing the campaign.
• Respondents who reported help-seeking behaviour as a result of seeing the campaign tended to use face-to-face methods (51% spoke to someone about quitting and 28% spoke to a health professional). This is compared with online help-seeking (23%) or calling the Quitline (11%).
• Respondents who reported they had seen the campaign were more likely to state that ‘the effects of smoking on your body are irreversible’ (63% vs 38%), ‘if I stop smoking now it will prevent further damage to my body’ (87% vs 65%) and ‘’I would consider quitting smoking to benefit my family, even if not for myself’ (91% vs 68%).
• Recognition of the campaign was associated with quitting attitudes and intentions. Specifically, respondents who recognised the campaign were twice as likely as respondents who did not recognise the campaign to report that they very much wanted to quit smoking (20% vs 9%).
• Respondents who recognised the campaign were more likely to report that they were seriously intending to quit smoking in the next six months (56%), compared with respondents with no campaign recognition (28%). However, caution should be made with attributing this to the campaign as this may be the result of attention bias (the tendency for people's perception to be affected by their recurring thoughts at the time).

Campaign recognition

Campaign effectiveness

Direct response to campaign

All respondents were shown the Win advertisement (on the tablet) and asked whether they recognised it:

• Prompted recognition was high, with 53% of all respondents stating they had seen the campaign.
• Recognition was significantly higher within inner regional locations (65%) than in urban (44%) and outer regional (51%) areas.
• Of those who recognised the campaign, 90% reported that they saw it on TV. Other popular channels were online catch-up TV (54%) and Facebook (48%).

Respondents were asked a series of questions to explore the perceived effectiveness and impact of the campaign:

• More than two-fifths (42%) agreed the campaign was relevant to them; 36% that the campaign had made them worry about their smoking; and 29% that it made them think about quitting.
• The best performing individual diagnostics were that the campaign made the audience ‘stop and think’ (84%) and taught them ‘something new’ (52%).

All respondents were asked how effective they thought the campaign was in encouraging them to quit smoking, on a scale of zero to 10.

• The overall mean score was 6.1, with about one in 10 (12%) giving the campaign the top score of 10.
• Respondents who had reported that they recognised the campaign rated the campaign slightly higher in this respect (mean score of 6.8), than those who had not seen the campaign prior to the survey (5.4).

The campaign succeeded in achieving its objective to drive behaviour change among Aboriginal smokers:

• 69% stated they had taken some form of action and/or intend to take action as a direct result of seeing the campaign.
• The campaign has driven quit attempts among Aboriginal smokers with one third (33%) stating they had tried to quit as a result of seeing the campaign and 53% that they intend to quit.
• The preferred help-seeking methods involve face-to-face contact, such as speaking to health workers directly, as opposed to seeking advice or assistance online or over the phone.
• Respondents who had recognised the campaign were significantly more likely (than those who had not) to agree that:
• they would consider quitting for their families (91%, compared with 76%)
• smoking causes immediate damage to their bodies (87%, compared with 68%)
• smoking damage begins with the first cigarette (80%, compared with 61%)
• after quitting, damage caused by smoking will eventually repair (79%, compared with 54%).

Recognition of the campaign was associated with quitting attitudes and intentions:

• Respondents who recognised the campaign were more likely to state they would consider quitting for their family (91% versus 76%) and more likely to agree that smoking causes immediate damage to their body (87% versus 68%).
  
  While these associations are statistically significant, it is important to note that they do not necessarily indicate which cause influences the other. The findings may be the result of ‘attention bias’ whereby, respondents who are already pre-disposed towards quitting are more likely to pay attention to quit-smoking material (and therefore to recognise the campaign).