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DEPARTMENT OF HEALTH

NATIONAL TOBACCO CAMPAIGN – MORE TARGETED APPROACH

EVALUATION OF BURST 2 OF THE QUIT FOR YOU QUIT FOR TWO CAMPAIGN

7 NOVEMBER 2013

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ContentsI. Executive summary..................................................................................................7

A. Background.............................................................................................................7

B. Methodology..........................................................................................................7

Mainstream (‘women at risk’) audience component..............................................7

Aboriginal and Torres Strait Islander audience component...................................8

Culturally and linguistically diverse (CALD) audience component..........................8

C. Campaign awareness and direct measures of campaign impact............................9

Mainstream (‘women at risk’) audience.................................................................9

Aboriginal and Torres Strait Islander audience.....................................................10

Culturally and linguistically diverse (CALD) audience...........................................11

D. Indirect measures of campaign impact - Attitudes and awareness......................12

Mainstream (‘women at risk’) audience...............................................................12



E. Indirect measures of campaign impact – Behaviour, experiences and beliefs.....15

Mainstream (‘women at risk’) audience...............................................................15



F. Conclusions...........................................................................................................16I. Introduction...........................................................................................................19

A. Campaign background..........................................................................................19

Creative materials: Television...............................................................................20

Creative materials: Print.......................................................................................20

Creative materials: Radio......................................................................................20

Creative materials: Smartphone app....................................................................20

B. Research objectives..............................................................................................20

C. Methodology........................................................................................................22

Sample design and research approach: Mainstream (‘women at risk’) audience component...........................................................................................................22

Sample design and research approach: Aboriginal and Torres Strait Islander audience component...........................................................................................................23

Sample design and research approach: Culturally and linguistically diverse (CALD) audience component............................................................................................23

Questionnaire development.................................................................................24

Statistical precision...............................................................................................25

Fieldwork..............................................................................................................25

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Weighting and analysis.........................................................................................25

Presentation of results.........................................................................................26

Quality assurance.................................................................................................26MAINSTREAM (WOMEN ‘AT RISK’) AUDIENCE COMPONENT................................................27

II. Demographic and behavioural profile of respondents............................................28

III. Campaign awareness and direct measures of campaign impact.............................29

A. Recall of campaign advertisements......................................................................29

B. Key message take-out...........................................................................................33

C. Opinions of campaign advertising........................................................................37

D. Direct measures of campaign impact...................................................................40IV. Indirect measures of campaign impact – Attitudes and awareness.........................42

A. Attitudes towards smoking and quitting...............................................................42

Motivation/ confidence towards quitting.............................................................42

Other attitudes towards smoking and quitting.....................................................44

B. Awareness of benefits of quitting.........................................................................47

Unprompted awareness of benefits of quitting....................................................47

Perceived level of financial and health benefits from not smoking......................49

C. Awareness of health effects of smoking...............................................................51

Prompted awareness of health effects of smoking during pregnancy..................51V. Indirect measures of campaign impact – Behaviours, experiences and beliefs........53

A. Intention to quit smoking and intended timing of quit........................................53

B. Smoking and health..............................................................................................55VI. Media consumption and favourite media...............................................................58

A. Media consumption..............................................................................................58

B. Favourite TV programs.........................................................................................61

C. Favourite magazines.............................................................................................62

D. Favourite websites................................................................................................63

E. Suggested placements for advertisements...........................................................64VII. Conclusions............................................................................................................65

VIII. Survey of partners and family members.................................................................67


B. Direct measures of campaign impact...................................................................67ABORIGINAL AND TORRES STRAIT ISLANDER AUDIENCE COMPONENT...................................68

I. Demographic and behavioural profile of respondents............................................69

II. Campaign awareness and direct measures of campaign impact.............................71


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B. Key message take-out...........................................................................................80

C. Opinions of campaign advertising........................................................................84

D. Direct measures of campaign impact...................................................................87III. Indirect measures of campaign impact – Attitudes and awareness.........................91

A. Attitudes towards smoking and quitting...............................................................91

Motivation/ confidence towards quitting.............................................................91

Other attitudes towards smoking and quitting.....................................................93

B. Awareness of benefits of quitting smoking...........................................................95

Perceived level of financial and health benefits from not smoking......................96

C. Awareness of health effects of smoking...............................................................98

Prompted awareness of health effects of smoking..............................................98IV. Indirect measures of campaign impact – Behaviours, experiences and beliefs........99

A. Intention to quit smoking and intended timing of quit attempt...........................99

B. Smoking and health............................................................................................101V. Media consumption and favourite media.............................................................105

A. Media consumption............................................................................................105

B. Favourite TV programs.......................................................................................109

C. Favourite websites..............................................................................................110

D. Favourite magazines...........................................................................................111

E. Suggested placements for advertisements.........................................................112VI. Conclusions..........................................................................................................113

CULTURALLY AND LINGUISTICALLY DIVERSE AUDIENCES COMPONENT.................................114

II. Demographic and behavioural profile of respondents..........................................115

III. Campaign awareness and direct measures of campaign impact............................117

A. Recall of campaign advertisements....................................................................118

B. Key message take-out.........................................................................................124

C. Opinions of campaign advertisements...............................................................128

D. Direct measures of campaign impact.................................................................131IV. Indirect measures of campaign impact – Attitudes and awareness.......................133

A. Attitudes toward smoking and quitting..............................................................133

Motivation/ confidence to quitting.....................................................................134

Other attitudes towards smoking and quitting...................................................136

B. Awareness of benefits of quitting.......................................................................140

Unprompted awareness of benefits of quitting..................................................140

Perceived level of financial and health benefits from not smoking....................141

C. Awareness of health effects of smoking.............................................................142

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Prompted awareness of health effects of smoking............................................142V. Indirect measures of campaign impact – Behaviours and experiences..................143

A. Intention to quit smoking and intended timing of quit attempt.........................143

B. Smoking and health............................................................................................146VII. Media consumption and favourite media.............................................................150

A. Media consumption............................................................................................150

B. Favourite TV programs.......................................................................................154

C. Favourite newspapers/ magazines.....................................................................155

D. Favourite websites..............................................................................................156

E. Suggested placements for advertisements.........................................................157VI. Conclusions..........................................................................................................158

APPENDICES.................................................................................................................160

Appendix A – CALD campaign awareness....................................................................161

Recall of campaign advertisements...........................................................................161Appendix B – Campaign materials...............................................................................165

Quit for You Quit for Two campaign..........................................................................165

Creative materials: Television.............................................................................165

Creative materials: Print.....................................................................................166

Creative materials: Radio....................................................................................167

Creative materials: Smartphone app..................................................................168

CALD campaign..........................................................................................................168

Creative materials: Print.....................................................................................168

Creative material: Radio.....................................................................................170Appendix C – Phase 3 Burst 1 evaluation research findings – executive summaries.....171

I. Executive summary – mainstream (women ‘at risk’) audience..............................171

A. Background.........................................................................................................171

B. Methodology......................................................................................................172

C. Campaign awareness and direct measures of campaign impact........................172

D. Indirect measures of campaign impact - Attitudes and awareness....................173

E. Indirect measures of campaign impact – Behaviour, experiences and beliefs. . .175

F. Conclusions.........................................................................................................175II. Executive summary – Aboriginal and Torres Strait Islander audience...................177

A. Background.........................................................................................................177

B. Methodology......................................................................................................177

C. Campaign awareness and direct measures of campaign impact........................178

D. Indirect measures of campaign impact - Attitudes and awareness....................178

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E. Indirect measures of campaign impact – Behaviour, experiences and beliefs. . .180

F. Conclusions.........................................................................................................181III. Executive summary – CALD audience...................................................................182

A. Background.........................................................................................................182

B. Methodology......................................................................................................182

C. Campaign awareness and direct measures of campaign impact (CALD)............183

D. Campaign awareness and direct measures of campaign impact (Quit for You Quit for Two)....................................................................................................................184

E. Indirect measures of campaign impact – Attitudes and awareness...................185

F. Indirect measures of campaign impact – Behaviours and experiences..............186

G. Conclusions.........................................................................................................187Appendix D - Questionnaires.......................................................................................189

Mainstream (women ‘at risk’) component................................................................189

Women ‘at risk’ of smoking while pregnant.......................................................189

Family members.................................................................................................219

Aboriginal and Torres Strait Islander audience component......................................244

Screener..............................................................................................................244

Smokers..............................................................................................................249

Recent quitters...................................................................................................274

CALD audiences component......................................................................................298

General Screener................................................................................................298

Pacific Islander screener.....................................................................................305

Smokers..............................................................................................................311

Recent quitters...................................................................................................336

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I. Executive summary

A. BackgroundThe aim of the National Tobacco Campaign - More Targeted Approach (MTA) is to reduce smoking prevalence among high-need and hard to reach groups.

The third phase of the campaign commenced on 4 November 2012, with the launch of the new pregnancy component - Quit for You Quit for Two. This stage of the campaign (Burst 1) specifically targeted pregnant women, those planning on becoming pregnant and their partners from socially disadvantaged, culturally and linguistically diverse (CALD) and Aboriginal and Torres Strait Islander backgrounds.

The second burst (Burst 2) of Quit for You Quit for Two advertising activity launched on 19 May 2013 (finishing in the week commencing 23 June 2013).

The Department commissioned ORIMA Research to undertake research to evaluate the effectiveness of the Quit for You Quit for Two campaign among:

Community members ‘at risk’ of smoking while pregnant – the mainstream audience evaluation component (including a small companion survey of partners and family members);

Community members from CALD backgrounds, including female smokers or recent quitters in the target audience, as well as the broader audience of CALD community members – the CALD audience evaluation component; and

Aboriginal and/ or Torres Strait Islander Australians, including female smokers or recent quitters in the target audience, as well as the broader audience of Aboriginal and Torres Strait Islander Australians – the Aboriginal and/ or Torres Strait Islander audience evaluation component.

This report presents the findings of these three evaluation components.

B. Methodology

Mainstream (‘women at risk’) audience component

The evaluation was conducted via a CATI survey of 300 women aged 16-40 who were at ‘risk’ of smoking while pregnant. Survey fieldwork was undertaken between 18 June 2013 and 5 August 2013.

The data has been weighted by age to represent the national population of 16-40 year old females with children aged less than three months old, which is closely aligned with the target audience for the campaign.

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A small number of CATI interviews (n=50) was also conducted with partners and family members of pregnant women aged 16-30 who smoke. Partners/ family members were recruited for the survey via smokers recruited for the survey of women ‘at risk’ of smoking during pregnancy.

Aboriginal and Torres Strait Islander audience component

The evaluation was conducted via a face-to-face survey of n=330 Aboriginal and/ or Torres Strait Islander smokers and recent quitters aged 16-40 years. All interviewing was undertaken by ORIMA’s network of Indigenous interviewers.

A broader audience was sampled for this research to enable assessment of the broader impact of campaign activity among Aboriginal and Torres Strait Islander Australians. The previous wave of Quit for You Quit for Two evaluation research conducted with this audience found that the campaign had been effective not only among Aboriginal and Torres Strait Islander women who were in the primary target audience, but also among the broader audience of Aboriginal and Torres Strait Islander Australians. Thus, in addition to female smokers or recent quitters who were pregnant or had (a) previously been pregnant, or (b) not been pregnant but were open to becoming pregnant in the next two years, the population of interest also included members of the wider community (broader audience - outside of the primary target audience).

Due to low incidence (a subset of an already low incidence population of Aboriginal and Torres Strait Islander Australians), the primary target audience represented a difficult to source and recruit sub-population and, therefore, no quotas were placed on the number of interviews with women in this group. However, in an effort to increase the proportion of community members in (or at least close to) the target audience, gender quotas were adopted to ensure a minimum 70%-30% split across females and males, respectively.

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) – except for Tasmania and the ACT.

The data has been weighted by age and gender to represent the national Aboriginal and/ or Torres Strait Islander population aged 16-40 years.

Culturally and linguistically diverse (CALD) audience component

The evaluation research comprised a face-to-face survey of n=50 interviews with individuals from each of seven cultural/ linguistic backgrounds (Arabic, Cantonese, Korean, Mandarin, Pacific Islanders, Spanish and Vietnamese) aged 18-40 years, for a total of 350 interviews.

The previous wave of Quit for You Quit for You evaluation research found that the campaign had reached a sizeable proportion of the broader CALD community. Hence, similar to the Aboriginal and Torres Strait Islander evaluation component, a broader audience than the campaign primary target audience was sampled to enable continued assessment of the

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broader impact of campaign activity among CALD community members, including the primary (female smokers or recent quitters who were pregnant or had (a) previously been pregnant, or (b) not been pregnant but were open to becoming pregnant in the next two years) and broader target audiences (outside of the primary target audience).

As with the Aboriginal and Torres Strait Islander audience, no quotas were placed on the number of interviews with women in the primary target audience. However, gender quotas were adopted to ensure a minimum 60%-40% split across females and males, respectively.

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 cities, according to the 2011 Census.

The research approach consisted of initial recruitment of respondents from a variety of sources. When necessary, interpreting services were provided by either the community organisation where the interviews were held, by a trusted friend or family member accompanying the respondent or by bilingual interviewers.

Recruitment and pre-screening of respondents took place throughout early June 2013, with survey fieldwork being undertaken between 18 June 2013 and 5 August 2013.

C. Campaign awareness and direct measures of campaign impact

Mainstream (‘women at risk’) audience

Recall of campaign advertisements: Burst 2 of the Quit for You Quit for Two campaign successfully increased the overall reach of the campaign among the mainstream audience with improvements recorded in both:

unprompted awareness of the Quit for You Quit for Two campaign – one in ten (11%) respondents mentioned the campaign when they were asked to describe information or ads about the dangers of smoking that they had seen/ heard in the past six months (up from 4% following Burst 1); and

prompted recognition of the Quit for You Quit for Two campaign materials – over half (58%, up from 41%) of respondents recognised at least one element of the Quit for You Quit for Two campaign.

Reflecting the regional skew in the media buy, the campaign had a significantly higher reach in non-metropolitan areas (69%, compared to 44% in metropolitan areas).

Around a quarter of respondents recognised the radio (27%), TV (26%) and print (23%) advertisements. Similar to Burst 1 findings, respondents exposed to the campaign via these mass media channels were most likely to report exposure via a single advertising channel only.

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Key message take-out: The key campaign messages were memorable for the target audience, with the following commonly derived from the various ads (without prompting): ‘Don’t smoke when pregnant’, ‘Smoking during/ before pregnancy can affect the health of a baby’ and ‘Quit for You Quit for Two’.

Opinions of campaign advertising: Perceptions of the Quit for You Quit for Two television, radio and print advertisements remained consistently positive, with each of these campaign elements generally seen as easy to understand, believable and thought-provoking. Similar to findings from the Burst 1 evaluation, respondents were less likely to report that the advertisements taught them something new or made them feel uncomfortable (in comparison with their agreement levels with other statements).

Direct measures of campaign impact: The Quit for You Quit for Two campaign delivered a robust call-to-action, with one in two (49%) of those exposed reporting that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, the majority (74%) of these respondents indicated they were intending to take action in the next month (whether or not they had already taken action) as a result of exposure to the campaign.

Aboriginal and Torres Strait Islander audience

Recall of campaign advertisements: Following the second burst of campaign activity, unprompted awareness of the Quit for You Quit for Two campaign remained stable among Aboriginal and Torres Strait Islander audiences, with just under one in ten respondents (8%, consistent with 5% following Burst 1) spontaneously describing an element of the campaign.

The results relating to overall prompted recognition of the Quit for You Quit for Two campaign were positive, with just over half of respondents (51%, consistent with 46% at Burst 1) recognising at least one element of the campaign. Prompted recognition was significantly higher among the primary target audience of female smokers and recent quitters who were either (a) currently pregnant, (b) had previously been pregnant, or (c) not been pregnant but were open to becoming pregnant in the next two years (61%, compared to 47% for the broader target audience).

At least one in five respondents recognised each of the TV (33%), print (26%) and radio (20%) advertisements. In comparison with Burst 1, a greater proportion of respondents reported exposure to the radio advertisement (20%, compared with 11%), although this medium continued to contribute minimally to the overall campaign reach among Aboriginal and Torres Strait Islander audiences (4% of respondents were only exposed to the radio advertisement). Among those exposed to the radio advertisement, a significant proportion (24%) reported that they were exposed to Quit for You Quit for Two advertising via Indigenous radio alone (i.e. without hearing the advertisement via mainstream radio).

Consistent with Burst 1, prompted recognition was higher among metropolitan respondents (61%, compared with 42% in non-metropolitan areas). Further analysis suggested that this was primarily due to a greater proportion of those in metropolitan areas being reached via television advertising only (18%, compared with 10% of those in non-metropolitan

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locations), potentially reflecting differences in television consumption between metropolitan and non-metropolitan respondents.

Key message take-out: Unprompted message take-out remained strong, with the key campaign messages ‘Don’t smoke when pregnant’, ‘Quit smoking’, and ‘Quit for You Quit for Two’ featuring prominently across all advertisements.

Opinions of campaign advertising: Opinions of the Quit for You Quit for Two television, print, and radio advertisements were generally positive, with each campaign advertisement seen as easy to understand, believable, and thought-provoking. In comparison with those from the broader audience, respondents in the primary target audience reported stronger levels of self-identification with the television and radio advertisements.

Direct measures of campaign impact: Overall, the Quit for You Quit for Two campaign continued to deliver a robust call-to-action, with one in two (48%) respondents exposed to the campaign indicating that they had taken some action toward quitting or reducing smoking as a result. The response to the campaign was stronger among those in the primary target audience (57%, compared with 43% of the broader target audience exposed).

Almost three in four (72% - consistent across the primary and broader target audience) of those exposed reported that they were intending to take further actions in the next month as a result of exposure to the campaign.

Following Burst 2, respondents exposed to the campaign more commonly reported that they had considered quitting (36%, up from 21% following Burst 1) and will consider quitting in the next month (40%, up from 19%).

Culturally and linguistically diverse (CALD) audience

Recall of campaign advertisements: Prompted and unprompted awareness of the Quit for You Quit for Two campaign among CALD audiences increased significantly following Burst 2 of the campaign, with 3% of respondents spontaneously mentioning an element of the campaign (compared to none for Burst 1).

Furthermore, over a quarter of respondents (27%) recognised at least one of the campaign advertisements, up from 19% in Burst 1. Campaign recognition was significantly higher among the primary target audience of female smokers and recent quitters who were either (a) currently pregnant, (b) had previously been pregnant, or (c) not been pregnant but were open to becoming pregnant in the next two years (40%, compared with 23% of the broader target audience).

Key message take-out: Unprompted message take-out was strong for the Quit for You Quit for Two campaign ads, with the most common key message across all advertisements being ‘Don’t smoke when pregnant’. The following messages also featured prominently: ‘You should not smoke during or before pregnancy as it affects the health of your baby’, ‘Quit smoking and give your baby a healthy start’ and ‘It’s worth fighting cravings for cigarettes when you’re pregnant’.

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Opinions of campaign advertising: Perceptions of the Quit for You Quit for Two television, print and radio advertisements were generally positive: more than eight in ten respondents found the advertisements easy to understand and believable. In addition, over half of respondents agreed that each of the campaign advertisements were thought-provoking.

Direct measures of campaign impact: Overall, Burst 2 of the Quit for You Quit for Two campaign delivered an effective call-to-action among CALD smokers and recent quitters who were exposed, prompting actions leading to quitting or plans to quit in the near future for a significant proportion of the CALD audience. A third of respondents (33%) exposed to the advertising reported they had taken at least one action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, over two fifths (42%) of respondents indicated they were intending to take further actions as a result of exposure to the campaign.

Among respondents in the primary target audience who had been exposed to the campaign (n=36), two fifths had taken action as a result of exposure to the campaign (39%) or intended to take action (42%) in the next month.

Awareness of past CALD campaign: The results pertaining to the longer-term effectiveness of the past CALD-specific activity (Health Benefits, Money and Family advertisements) suggest that the impact of this advertising, which was not run in Burst 2, was persistent.

Unprompted awareness of the previous CALD campaign (including ‘Health Benefits’, ‘Family’, and ‘Money’ advertisements) was moderate following Burst 2 and broadly consistent with Burst 1. One in ten respondents (11%, down marginally from 15% in Burst 1) mentioned at least one of the campaign elements when they were asked to describe information or advertisements about the dangers of smoking that they had seen/ heard in the past six months.

Despite a decrease in overall prompted campaign recognition of the CALD campaign between Burst 1 and Burst 2 (66%, down from 76% in Burst 1), these results are indicative of the longevity of this campaign. Please see Appendix A for more detail on these results.

D. Indirect measures of campaign impact - Attitudes and awareness


Attitudes toward smoking and quitting: Respondents’ confidence/ motivation and other attitudes towards quitting smoking were generally positive, particularly among those exposed to the campaign advertising.

Smokers who were exposed to and remembered at least one element of the Quit for You Quit for Two campaign were significantly more likely to strongly agree that:

they were eager for a life without smoking (53%, higher than 36% of those not exposed);

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support and tools are available to help people quit smoking and remain smoke-free (45%, higher than 35%); and

they have been thinking a lot about quitting recently (44%, higher than 29%).

Moreover, respondents exposed to the campaign were significantly more likely to agree that quitting at any time during pregnancy decreases the risk of harm to the unborn child (88%, compared with 80% of those not exposed).

Awareness of benefits of quitting: The key benefits of quitting identified by respondents were improved fitness and general health, and cost savings. The majority of respondents also acknowledged that not smoking during pregnancy would be beneficial for the baby, although specific health benefits (such as decreased risk of low birth weight, breathing difficulties and premature labour) were much less commonly mentioned. Respondents generally recognised that they would benefit both financially and health-wise from not smoking, with those exposed to the Quit for You Quit for Two advertising being significantly more likely to perceive a high level of health benefits from not smoking.

Awareness of health effects of smoking: Awareness of most health-related effects of smoking during pregnancy was high, with the Quit for You Quit for Two campaign continuing to effectively communicate the adverse health impacts of smoking during pregnancy. Respondents exposed to the campaign had significantly higher levels of awareness that smoking while pregnant could result in increased risk of:

infection and breathing problems due to low birth weight (92%, higher than 82% of those not exposed to the campaign); and

miscarriage (83%, higher than 75%).


Attitudes towards smoking and quitting: Following Burst 2, widespread improvements were recorded in positive attitudes towards smoking and quitting. Pro-quitting sentiment was particularly prevalent among those exposed to the Quit for You Quit for Two campaign, suggesting that the campaign had a positive impact on attitudes towards smoking and quitting among the Aboriginal and Torres Strait Islander audience.

Awareness of benefits of quitting: Improved fitness/ general health and financial savings continued to be the most widely nominated (unprompted) benefits of quitting smoking.

Moreover, over half of respondents felt that they would benefit financially and health-wise from quitting smoking or continuing not to smoke.

Awareness of health effects of smoking: Awareness of negative health-related effects of smoking was high, with at least three in four respondents reporting awareness of all of the health effects of smoking listed in the evaluation survey. The vast majority (90%, up from 82% following Burst 1) of respondents were aware that smoking while pregnant could result in increased harm to the baby. Awareness of this aspect was slightly, but not significantly, higher among those exposed to the Quit for You Quit for Two campaign (92%, compared with 88% of those not exposed).

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Attitudes toward smoking and quitting: Respondents’ confidence/ motivation and other attitudes towards quitting smoking were generally positive and consistent across Burst 1 and Burst 2. A large majority of smokers (84%) were aware that there are tools and support available to help them quit smoking and remain smoke-free. In addition, similar proportions of smokers in Burst 2 were motivated to quit smoking and confident that they could quit, when compared to results from Burst 1.

Nearly all respondents continued to agree that ‘There are many benefits to quitting smoking before and during pregnancy and following birth’ and ‘There are negative health impacts of smoking before and during pregnancy and around children’.

Respondents exposed to the Quit for You Quit for Two campaign were significantly more likely to strongly agree with each of the positive pregnancy related attitude statements in the evaluation survey than those not exposed to the campaign.

Awareness of benefits of quitting: When asked about the benefits of quitting smoking, the two most cited benefits were the same in Burst 1 and Burst 2, with around two thirds of respondents mentioning improved fitness and other general health-related benefits and financial benefits.

Upon prompting, around two fifths of respondents considered that quitting smoking or continuing not to smoke would benefit both their health (47%) and their finances (37%) to a large extent (at least ‘very much’).

Respondents who had been exposed to the Quit for You Quit for Two campaign were significantly more likely to feel that their health would benefit greatly if they were to quit smoking, or continued not to smoke – which suggests that the campaign has been successful in increasing awareness of the health benefits of quitting smoking.

Awareness of health effects of smoking: Awareness of the potential health-related effects of smoking remained consistently high between Burst 1 and Burst 2, with more than nine in ten respondents being aware that smoking could result in lung cancer and trouble breathing, and smoking while pregnant increases the risk of harm to the baby.

Awareness of the potential health-related effects of smoking did not correlate with exposure to the Quit for You Quit for Two campaign, with respondents not exposed to the campaign similarly likely to be aware of the health effects of smoking as those exposed to the campaign.

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E. Indirect measures of campaign impact – Behaviour, experiences and beliefs


Intention to quit smoking and intended timing of quit attempt: Smokers’ intentions to quit smoking remained high, with the majority of those intending to quit planning to do so in the next six months. Exposure to the Quit for You Quit for Two campaign was associated with greater intentions of smokers to quit smoking.

Smoking and health: Similar to findings from previous research, the target audience generally acknowledged the negative effects that their smoking has had on their quality of life, their own health as well as health of others (although to a much lesser extent). Almost all respondents were at least somewhat worried that their current/ past smoking will damage their health in the future and the vast majority believed that there is at least a ‘50/ 50’ chance that they would become ill if they continued to smoke.


Intention to quit smoking and intended timing of quit attempt: Following the second burst of the Quit for You Quit for Two campaign activity, intention to quit smoking was higher among Aboriginal and Torres Strait Islander smokers (56%, compared to 43% following Burst 1), and particularly among those exposed to the Quit for You Quit for Two campaign (74%, compared to 35% of those not exposed). However, similar to Burst 1, exposure to the campaign did not impart a sense of urgency among those intending to quit, with the majority remaining non-committal about their intended timing of quitting.

Smoking and health: Respondents to the Burst 2 evaluation survey displayed an increased understanding of the negative impact that smoking has had on their health and quality of life, with the majority acknowledging the possibility of becoming ill in the future from smoking. However, the results did not show a significant link between campaign exposure and respondents’ perceptions.


Intention to quit smoking and intended timing of quit attempt: Smokers’ intention to quit smoking and intended timing of quit attempt remained consistent with Burst 1 results. Over seven in ten (72%) Burst 2 smokers indicated that they intended to quit, in line with 73% of Burst 1 smokers, while almost half (49%) of both Burst 2 and Burst 1 smokers with quitting intentions indicated that they intended to quit smoking in the next six months.

Exposure to the Quit for You Quit for Two campaign was linked with only marginally greater intentions of smokers to quit smoking when compared to those not exposed to the campaign (74%, compared to 71%). However, smokers who intended to quit that had been exposed to the campaign were significantly more likely to indicate that they intended to quit within the next six months (61%, compared to 44% of those not exposed).

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Smoking and health: Overall, respondents in Burst 2 were slightly more likely than those in Burst 1 to acknowledge that smoking had, and would likely continue to have, a negative impact on their life. More than half (54%) of respondents conceded that smoking had lowered their quality of life, while 44% of respondents judged the chances of getting ill in the future from smoking to be ‘very likely’ or higher.

Respondents exposed to the Quit for You Quit for Two campaign were moderately (although not statistically significantly) more likely than those not exposed to indicate that:

their current or previous smoking had damaged their health ‘a great deal’ or ‘a fair amount’ (40%, compared to 31%);

their smoking may be harming others to some extent (64%, compared to 55% of those not exposed); and

they were ‘very worried’ about the possibility of future health damage caused by smoking, when compared to respondents who were not exposed to this campaign (20%, compared to 11%).

Taken together, these results provide further evidence that the Quit for You Quit for Two campaign had a positive impact on the beliefs and attitudes of smokers and recent quitters exposed to the campaign.

F. ConclusionsOverall, the research found that Burst 2 of the Quit for You Quit for Two campaign effectively reached, and communicated its key messages to, its target audience. In addition, the campaign was successful in reaching a broader audience among CALD and Aboriginal and Torres Strait Islander Australians. The campaign performed well against its stated objectives, with those exposed generally having more positive attitudes, perceptions and intentions in relation to not smoking.

Key message take-out was strong with the key campaign tagline ‘Quit for You Quit for Two’ featuring prominently in unprompted mentions of the messages derived from the advertisements. The campaign advertisements continued to be perceived as believable, easy to understand and thought-provoking.

The campaign also delivered a strong call-to-action across the audiences, with significant proportions of those exposed to the campaign advertising reporting that they had taken action toward quitting/ reducing smoking and/ or were intending to take action in the next month as a result of exposure to the campaign.

The overall effectiveness of the campaign among those exposed suggests that further behavioural shifts could be achieved via an additional burst of campaign activity.

With respect to the mainstream target audience, the research findings suggest that the current campaign (mass) media mix (i.e. utilising television, print and radio) is effective in reaching different sub-sets of women ‘at risk’ of smoking while pregnant. Thus, it is

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recommended that the same media mix (at a minimum) be used in any future burst of advertising activity, despite some components not achieving the same levels of unique reach among Aboriginal and Torres Strait Islander and CALD audiences. Further recommendations for enhancing the campaign reach among different audiences are provided below.

The research findings (including media consumption patterns among the mainstream target audience and their suggestions for future advertising placement) suggest that further campaign reach among the mainstream target audience could be built via:

Deploying a higher level of television media buy (including regional free-to-air television and Pay TV);

Deploying a higher level of commercial radio media buy;

Deploying a higher level of print media buying, focusing on mass circulation women’s magazines (particularly That’s Life, Woman’s Day, Take 5, New Idea and Women’s Weekly); and

Extending/ re-incorporating out-of-home advertising placement (including placement in shopping centres, public toilets and dissemination of pamphlets/ leaflets through clinics).

The research findings and ORIMA’s previous Indigenous media consumption studies indicate that greater reach among Aboriginal and Torres Strait Islander audiences in non-metropolitan areas could be achieved via:

Deploying a higher level of television media buy (Indigenous and non-metropolitan commercial television);

Deploying a higher level of print media buy focusing on mass circulation women’s magazines, rural papers, free local/ community papers and Indigenous publications (particularly Koori Mail, National Indigenous Times, Deadly Vibe and Tracker);

Deploying a higher level of Indigenous radio media buy (including Indigenous community stations); and

Disseminating leaflets/ pamphlets via medical clinics and Indigenous community organisations.

In relation to the CALD audience, the research findings indicate that the reach of the mainstream components of the Quit for You Quit for Two campaign among this audience could be efficiently expanded by deploying a higher level of mainstream print media buy and expanding out-of-home advertising (particularly via the dissemination of pamphlets/ leaflets through medical clinics).

Furthermore, the effectiveness and longevity of past CALD specific activity (particularly the high reach and memorability of the Health Benefits campaign which included in-language versions of the mainstream advertisements and distribution via CALD-specific media outlets), suggest that the effectiveness of the Quit for You Quit for Two campaign among this audience could be further enhanced through inclusion of in-language materials and incorporation of CALD-specific media outlets.

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I. Introduction

A. Campaign backgroundThe aim of the National Tobacco Campaign - More Targeted Approach (MTA) is to reduce smoking prevalence among high-need and hard to reach groups. This group includes people who have high smoking rates and/ or whom mainstream campaigns struggle to reach, such as people from certain culturally and linguistically diverse (CALD) backgrounds and pregnant women and their partners where smoking rates are high.

The third phase of the campaign commenced on 4 November 2012, with the launch of the new Pregnancy component - Quit for You Quit for Two. This stage of the campaign specifically targeted pregnant women, those planning on becoming pregnant and their partners from socially disadvantaged, culturally and linguistically diverse and Aboriginal and Torres Strait Islander backgrounds. The campaign included TV, radio, print, digital search, online and out-of-home advertising, and was supported by a smartphone app.

The evaluation research conducted by ORIMA Research found that the first burst of the Quit for You Quit for Two campaign was effective in delivering key messages, and promoting quitting/ reduction of smoking (or consideration of) among women in the target audience who were exposed to the campaign advertising.

The Department commenced a second burst (Burst 2) of Quit for You Quit for Two media activity, featuring the same campaign materials used in the first burst (Burst 1) of the campaign on 19 May 2013 and concluding the week commencing 23 June 2013. Campaign materials are provided in Appendix B.

The Department commissioned ORIMA Research to undertake research to evaluate the effectiveness of Burst 2 of the Quit for You Quit for Two campaign among:

Community members ‘at risk’ of smoking while pregnant – the mainstream audience evaluation component (including a small companion survey of partners and family members);

Community members from CALD backgrounds, including female smokers or recent quitters in the target audience, as well as the broader audience of CALD community members – the CALD audience evaluation component; and

Aboriginal and/ or Torres Strait Islander Australians, including female smokers or recent quitters in the target audience, as well as the broader audience of Aboriginal and Torres Strait Islander Australians – the Aboriginal and/ or Torres Strait Islander audience evaluation component.

This report presents the findings of the three evaluation research components.

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Creative materials: Television

As noted above, Burst 2 of Quit for You Quit for Two advertising utilised the same television advertisements (30 and 45 second versions) that were specifically developed for Phase 3 of the MTA. The television advertisements were shown (a) nationally on SBS, (b) on free-to-air television in regional locations only, (c) nationally on Indigenous television and (d) online from the week commencing 19 May 2013 to the week commencing 9 June 2013.

Creative materials: Print

The Quit for You Quit for Two print advertisements (i.e. ‘Hayley’ and ‘Rebecca’) were shown in magazines, street press and Indigenous press from the week commencing 26 May 2013 to the week commencing 23 June 2013.

Creative materials: Radio

The Quit for You Quit for Two radio advertisement was broadcast on (a) national syndicated, (b) radio stations in regional areas and (c) Indigenous radio from the week commencing 19 May 2013 to the week commencing 9 June 2013.

Creative materials: Smartphone app.

A smartphone application was developed specifically for Phase 3. This app was featured in the majority of the advertising material, as well as in online banner advertisements which were displayed from the week commencing 19 May 2013 to the week commencing 9 June 2013.

B. Research objectivesThe evaluation research aimed to measure (over time) and assess the awareness, attitudinal, intentional, and behavioural objectives listed within the Communications Strategy, including improving:

Awareness

awareness of the range of health harms and certainty of health damage associated with smoking;

awareness of the benefits (to self and others) of quitting and the support available;

Attitudes

salience and personal relevance (‘felt risk’) of the negative health impacts of smoking;

attitudes towards smoking;

attitudes towards quitting;

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confidence in being able to successfully quit and to remain a non-smoker;

resilience amongst lapsed quitters to continue with their quit attempts;

Intentions

intentions among current smokers to quit now;

intentions among quitters to remain non-smokers;

intentions among lapsed quitters to make another quit attempt now;

Behaviour

quit attempts and motivation to quit amongst current smokers;

likelihood that quitters will employ effective strategies to prevent relapse; and

likelihood that lapsed quitters will make repeated quit attempts after relapse.

Undertaking an additional wave of research with CALD community members also provided an opportunity to evaluate the longer-term impact of the previous CALD-focused campaign under the MTA. Thus, the CALD component of the Burst 2 Quit for You Quit for Two campaign evaluation research also aimed to assess (a) the extent to which recall of the CALD campaign was maintained over time, and (b) whether the positive attitudinal and behaviour changes observed as a result of exposure to that campaign were sustained. The results for this component are presented in Appendix A.

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C. Methodology

Sample design and research approach: Mainstream (‘women at risk’) audience component

Consistent with the previous waves of research conducted with this audience, the evaluation was conducted via a CATI survey of 300 women aged 16-40 who were at ‘risk’ of smoking while pregnant, namely those who:

were pregnant and current smokers;

were pregnant and recently quit;

were smokers and smoked during a recent pregnancy; or

may become pregnant and smoke in the next two years.

Respondents to the survey were recruited through GP clinics. In all cases potential respondents were screened for eligibility over the phone before being booked for an appointment to conduct the main survey. The main survey was a phone (Computer Assisted Telephone Interviewing (CATI)) interview.

The sample included representation from each State across both metropolitan and non-metropolitan locations except for the Australian Capital Territory, Tasmania and the Northern Territory. State quotas were set in line with the approximate population of 16-40 year old females in each location.

After being screened for eligibility and recruited to participate, a pack containing the campaign materials (with instructions not to open the pack prior to interview) was mailed out to each respondent prior to the CATI interview.

The rationale for this approach was that it combined nationally representative coverage whilst enabling reliable measurement of recognition and other key advertising diagnostics.

Furthermore, to assess whether the campaign had a positive impact on those close to women ‘at risk’ of smoking while pregnant, a small number of CATI interviews (n=50) was also conducted with partners and family members of pregnant women aged 16-30 who smoke. Partners/ family members were recruited for the survey via smokers recruited for the survey of women ‘at risk’ of smoking during pregnancy. Specifically, potential respondents who were pregnant and currently smoking – regardless of whether they went on to participate in the study – were asked to provide the name of a family member who may be willing to participate in the study.

Consistent with the mainstream (women ‘at risk’) evaluation, after being recruited and screened for eligibility, a pack containing the campaign materials (with instructions not to open the pack prior to interview) was mailed out to each respondent prior to a CATI interview.

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Sample design and research approach: Aboriginal and Torres Strait Islander audience component

Consistent with the previous waves of research undertaken with this audience, the evaluation was conducted via a survey of n=330 Aboriginal and/ or Torres Strait Islander smokers and recent quitters aged 16-40 years.

While the key target audience for this campaign was women who are pregnant or may become pregnant and who are smokers or recent quitters, a broader audience was sampled for this research to enable assessment of the broader impact of campaign activity among Aboriginal and Torres Strait Islander Australians.

The previous wave of Quit for You Quit for Two evaluation research conducted with this audience found that the first burst of the campaign had been effective not only among Aboriginal and Torres Strait Islander women who were in the primary target audience, but also among the broader audience of Aboriginal and Torres Strait Islander Australians. Thus, in addition to female smokers or recent quitters who were pregnant or had (a) previously been pregnant, or (b) not been pregnant but were open to becoming pregnant in the next two years (denoting the primary target audience), the population of interest also included members of the wider community (outside of the primary target audience).

Due to their low incidence (a subset of an already low incidence population of Aboriginal and Torres Strait Islander Australians), the primary target audience represented a difficult to source and recruit sub-population, and therefore, no quotas were placed on the number of interviews with this sub-group. However, in an effort to increase the proportion of community members in the target audience, gender quotas were adopted to ensure a minimum 70%-30% split across females and males, respectively.

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 not undertaken in Tasmania or the ACT on fieldwork efficiency grounds (because of the very small share of the Aboriginal and Torres Strait Islander population they each account for). The research approach consisted of initial recruitment of respondents (via face-to-face screening) followed by a face-to-face interview. All interviewing was undertaken by ORIMA’s network of Indigenous interviewers.

Sample design and research approach: Culturally and linguistically diverse (CALD) audience component

Consistent with the previous waves of research conducted with this audience , the CALD evaluation component comprised a face-to-face survey of n=50 interviews with individuals from each of seven different cultural/ linguistic backgrounds aged 18-40 years, for a total of 350 interviews. The seven cultural/ linguistic groups were Arabic, Cantonese, Korean, Mandarin, Pacific Islanders, Spanish and Vietnamese.

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The previous wave of Quit for You Quit for You evaluation research found that the campaign effectively reached a sizeable proportion of the broader CALD community. Hence, similar to the Aboriginal and Torres Strait Islander evaluation component, a broader audience than the campaign primary target audience was sampled to enable assessment of the broader impact of campaign activity among CALD community members. This included members of the wider community (outside of the primary target audience) as well as female smokers or recent quitters who were pregnant or had (a) previously been pregnant, or (b) not been pregnant but were open to becoming pregnant in the next two years (denoting the primary target audience).

As with the Aboriginal and Torres Strait Islander audience, no quotas were placed on the number of interviews with women in the target audience, given the degree of difficulty associated with sourcing and recruitment of this sub-population. However, in an effort to maximise the natural fall-out of interviews with this group, gender quotas were adopted to ensure a minimum 60%-40% split across females and males, respectively.

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 cities, according to the 2011 Census of Population and Housing. To prevent the fieldwork becoming very inefficient, resulting quotas of fewer than five interviews were reallocated proportionately across the other cities.

The research approach consisted of initial recruitment of respondents from a variety of sources, including Migrant Resource Centres, ethno-specific community organisations, community service announcements on SBS radio, and street intercept interviewing in areas with high known concentrations of the groups in question. Potential respondents were pre-screened for eligibility based on smoking status and having a preference for communicating or consuming media in one of the relevant non-English languages – except Pacific Islanders; eligibility for this group was instead based on self-identification with the Pacific Islander community. After being screened, eligible individuals were interviewed face-to-face.

All interviewing was conducted face-to-face by interviewers trained and briefed by ORIMA Research and its fieldwork partner, Australian Fieldwork Solutions (AFS). Note that respondents who were included in the 2013 Burst 2 evaluation had not participated in the 2013 Burst 1, 2012 or 2011 evaluations.

When necessary, interpreting services were provided by either the community organisation where the face to face interviews were held, by a trusted friend or family member accompanying the respondent or by bilingual interviewers.

Questionnaire development

The initial, Phase 1 survey questionnaire was developed by ORIMA Research, with alignment, where relevant, with the mainstream National Tobacco Campaign survey instrument. For Phase 2, the questionnaire was refined to ensure alignment with the objectives and materials associated with the second phase of the campaign. For Phase 3 Burst 1, ORIMA Research again refined the questionnaire prior to the commencement of the

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campaign – this refinement included the addition of items measuring awareness and impact of the Quit for You Quit for Two campaign. In Burst 2 of Phase 3, the questionnaire was again refined by ORIMA Research to bring the focus primarily on the impact of the Quit for You Quit for Two campaign.

Although the Burst 2 evaluation questionnaire focused primarily on the Quit for You Quit for Two campaign, the questionnaire for the CALD evaluation component also included a limited number of key questions to measure the residual impact of the CALD campaign.

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 +/ - 5 percentage points (pp). That is, there is a 90% probability (abstracting from non-sampling error) that the reported estimates will be within +/ - 5pp of the results that would have been obtained if all smokers and recent quitters had completed the survey. For example, 51% of Aboriginal and/ or Torres Strait Islander respondents indicated that they had been exposed to at least one element of the Quit for You Quit for Two campaign – this means that we can be 90% confident that between 46% and 56% of all Aboriginal and/ or Torres Strait Islander smokers and recent quitters aged 16-40 years had been exposed to at least one element of the campaign.

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

Fieldwork

Survey fieldwork was undertaken:

between 18 June 2013 and 5 August 2013 for the mainstream component;

between 28 June 2013 and 18 July 2013 for the Aboriginal and Torres Strait Islander component; and

between 18 June 2013 and 5 August 2013 for the CALD component.

Weighting and analysis

For the mainstream component, the data has been weighted by age to represent the national population of 16-40 year old females with children aged less than 3 months old, which is closely aligned with the target audience for the campaign.

The data for the Aboriginal and Torres Strait Islander component has been weighted by age and gender to represent the national Aboriginal and/ or Torres Strait Islander population aged 16-40 years.

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As location based interviewing quotas were imposed, and reliable smoker-profiling information (for instance by age and gender) for each community was not available, no weighting of the data has been undertaken for the CALD component.

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 Quit for You Quit for Two 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.

Selected charts show results split by burst, target audience (i.e. primary target audience/ broader target audience) and smoking status.

Quality assurance

This project was conducted in accordance with international quality standard ISO 20252.ISO 20252 ensures as a minimum a documented quality management system that provides transparency to clients. It specifies procedures and documentation and sets minimum levels of validation for key elements. It applies to subcontractors. ISO 20252 specifies the processes in conducting research projects from proposal, through sampling, fieldwork and data analysis to the final report. It guarantees staff training and development protocols as well as proper control of subcontractors. ISO 20252 addresses the quality triangle of Design, Process and Fitness. Reporting guidelines in the standard apply to both Quantitative and Qualitative research.

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MAINSTREAM (WOMEN ‘AT RISK’) AUDIENCE COMPONENT

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II. Demographic and behavioural profile of respondents

The demographic and behavioural profile of respondents was broadly consistent with that for the Burst 1 campaign research. Detailed respondent profiling is presented graphically in Appendix E.

The basic demographic characteristics of respondents to the Burst 2 survey are presented in Table 1.

Table 1: Basic demographic profile of respondents(Base: All respondents)

Demographic Smoker (n=272; 91%)

Recent quitter (n=28; 9%) Overall (n=300)

Age16-17 years old <1% Nil <1%18-24 years old 11% 14% 12%25-29 years old 28% 25% 28%30-34 years old 28% 29% 28%35-40 years old 32% 32% 32%IncomeLess than $60,000 56% 49% 56%

$60,000 to less than $120,000 32% 23% 31%

$120,000 or more 12% 28% 13%Live in metro region 43% 32% 42%Speak a language other than English at home 9% 6% 9%

Has children living in same household 77% 68% 76%

Have existing health conditions 61% 41% 59%

EducationSecondary educated or less 50% 62% 51%At least some post-secondary school education 50% 38% 49%

Pregnancy statusPregnant smoker 19% - 18%Pregnant recent quitter - 56% 5%Smoker may become pregnant 75% - 68%

Quitter may become pregnant - 34% 3%

Smoker smoked during recent pregnancy 6% - 5%

Quitter smoked during recent - 10% 1%

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pregnancy

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III. Campaign awareness and direct measures of campaign impact

A. Recall of campaign advertisements

Overview: Unprompted awareness of the Quit for You Quit for Two campaign improved significantly after the second burst of the campaign, with one in ten (11%) respondents mentioning the campaign when they were asked to describe information or ads about the dangers of smoking that they had seen/ heard in the past six months (up from 4% following Burst 1).

Prompted recognition also increased, with over half (58%, up from 41%) of respondents recognising at least one element of the Quit for You Quit for Two campaign. Around a quarter of respondents recognised the radio (27%), TV (26%), and print (23%) advertisements. Reflecting the regional skew in the media buy, the campaign had a significantly higher reach in non-metropolitan areas (69%, compared to 44% in metropolitan areas).

Overall, the majority (86%) of respondents reported seeing and/ or hearing advertisements or information relating to the dangers of smoking in the past six months (see Figure 1). Following Burst 2, unprompted mentions of the Quit for You Quit for Two campaign materials increased significantly (11%, compared with 4% following Burst 1).

Figure 1: Unprompted awareness of advertisements1

(Base: All respondents)

90%

86%

13%

7%

2%4%

11%

5%

2%

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

2013 Burst 1 Overall(n=300)


General Smoking-related ads

Premature Baby Ad

Smoking During Pregnancy Ad

Quit for you - Quit for Two

Health Benefits ads

1 Health benefits advertisements refer to advertisements developed for the National Tobacco Campaign (including adaptions of these advertisements for CALD audiences) which focused on highlighting the health benefits of quitting smoking over time. The advertisements included male and female versions, and were headlined ‘Stop smoking, start repairing’.

Premature Baby advertisement refers to advertisements on cigarette packets, which showed a picture of a premature baby and a message “Smoking harms unborn babies”.

Smoking during pregnancy advertisements refers to advertisements developed for the audience of women ‘at risk’ of smoking during pregnancy. The materials included an advertisement showing a foetus and a message “When you smoke, she gets less oxygen” and another advertisement showing a smiling baby held by a mother and a message “Quit for good today, and give your baby a healthy start”.

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After the second burst of activity, prompted recognition of the Quit for You Quit for Two campaign also increased, with over half (58%) of respondents recognising at least one element of the campaign (compared with 41% following Burst 1) (see Figure 2).

Figure 2: Overall exposure to the campaigns (prompted recognition)(Base: All respondents)

41

58

59

42

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2013 Burst 1 Overall (n=300)


Exposed Not exposed

This boost in prompted recognition, relative to Burst 1, was mostly due to higher proportions indicating exposure to the Quit for You Quit for Two campaign via (see Figure 3):

television (26%, up from 16% following Burst 1);

radio (27%, up from 13%); and

phone app (14%, up from 9%).

Figure 3: Exposure to the campaign by element (prompted recognition)(Base: All respondents)

1626

1327

1923

914

4158

8474

8773

8177

9186

5942

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

2013 Burst 1 Overall (n=300)2013 Burst 2 Overall (n=300)





Exposed Not exposed

TV advertisement

Print advertisement

Phone app

Radio advertisement

Overall exposure

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In relation to the Quit for You Quit for Two television advertisement, almost all (99%) respondents exposed reported seeing it on television. Only very small proportions indicated that they had seen it on the internet (3%) or elsewhere (3%).

Consistent with the previous burst of the Quit for You Quit for Two campaign, and the regional focus of the media buy, Burst 2 of the campaign achieved significantly higher recognition among respondents in non-metropolitan areas (69%, compared to 44% for those in metropolitan areas). As shown in Figure 4, this was mainly due to stronger recognition of the television and radio advertisements in non-metropolitan locations.

Figure 4: Exposure to the campaign (prompted recognition) by region(Base: All respondents)

15%

16%

25%

12%

44%

33%

35%

22%

15%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Television advertisement (n=300)

Radio advertisement (n=300)

Print advertisement (n=300)

Phone App (n=300)

Overall Exposure (n=300)

Metro (n=123) Non-metro (n=177)

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Consistent with Burst 1, the majority of those exposed to the Quit for You Quit for Two campaign through mass media (i.e. television, radio or print) were only reached via a single advertising channel (see Figure 5). This suggests that different channels continue to reach different segments of this target audience based on their media usage patterns.

Figure 5: Unduplicated reach analysis of mass media channels(Base: All respondents, n=300)

TV only12%

Radio only14%

Print only11%

TV and Radio

6%

TV, Radio and Print

3%

TV and Print3%

Radio and Print3%

Total TV26%

Total Radio27%

Total Print 23%

None44%

Total App14%

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B. Key message take-out

Overview: The key campaign messages was were memorable for the target audience, with the following commonly derived from the various ads (without prompting): ‘Don’t smoke when pregnant’, ‘Smoking during/ before pregnancy can affect the health of a baby’ and ‘Quit for You Quit for Two’.

As shown in Figure 6, significant proportions of respondents who had seen the Quit for You Quit for Two television advertisement indicated (without prompting) that the main messages communicated in the advertisement were:

‘Don’t smoke when pregnant’ (29%, down from 47% following Burst 1); and

‘Support is available’ (24%, unchanged);

Figure 6: Unprompted message take-out for Quit for You Quit for Two television advertisement

(Base: Respondents exposed to the advertisement) (Multiple response)

47%

24%

19%

18%

9%

6%

4%

20%

29%

24%

20%

19%

16%

13%

9%

5%

3%

3%

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

Don't smoke when pregnant

Support is available

Quit smoking

You should not smoke during or before pregnancy because itaffects the health of your baby

Quit for You. Quit for Two

Quit smoking and give your baby a healthy start

Quitting benefits you and your baby

Call the Quitline

Download the free phone app to help you quit

Quitting smoking improves oxygen flow around your bodyand to your baby

2013 Burst 1 Overall (n=49) 2013 Burst 2 Overall (n=77)

Relative to Burst 1, there was a slight shift away from the more generic messages of ‘Don’t smoke when pregnant’ and ‘Call the Quitline’ (5%, down from 20% following Burst 1) to more specific messages such as:

‘Quit for You Quit for Two’ (16%, up but not significantly from 9% following Burst 1);

‘Quit smoking and give your baby a healthy start’ (13%, up but not significantly from 6%); and

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‘Quitting benefits you and your baby’ (9%, up but not significantly from 4%).

In comparison with Burst 1, higher proportions of respondents exposed to the Quit for You Quit for Two radio advertisement mentioned the following key messages (see Figure 7):

‘Quit for You Quit for Two’ (26%, up but not significantly from 19% following Burst 1); and

‘Quit smoking’ (24%, up from 10%).

Other commonly derived messages included:

‘Don’t smoke when pregnant’ (21%, consistent with 25%);

‘Quit smoking and give your baby a healthy start’ (19%, consistent with 21%); and

‘You should not smoke during or before pregnancy because it affects the health of your baby’ (19%, down but not significantly from 25%).

Figure 7: Unprompted message take-out for Quit for You Quit for Two radio advertisement(Base: Respondents exposed to the advertisement) (Multiple response)

19%

10%

25%

21%

25%

3%

8%

3%

9%

3%

26%

24%

21%

19%

19%

10%

9%

9%

7%

6%

0% 5% 10% 15% 20% 25% 30%


Quit smoking



You should not smoke during or before pregnancy because itaffects the health of your baby

It's worth fighting cravings for cigarettes when you'repregnant

Download the free phone app to help you quit

Quitting smoking lowers the risk of miscarriage and/or otherserious health problems for your baby

It's twice as important to get the help you need whenpregnant, or planning to be

When you quit smoking, you get the toxins out of yoursystem


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Consistent with Burst 1, the leading message derived from the Quit for You Quit for Two print advertisements was ‘Don’t smoke when pregnant’ (39%, consistent with 36% following Burst 1) (see Figure 8).

However, in comparison with Burst 1, slightly (but not significantly) higher proportions of respondents mentioned messages such as:

‘Quit smoking and give your baby a healthy start’ (28%, up but not significantly from 18%);

‘Quit Smoking’ (25%, up but not significantly from 19%); and

‘Quit for You Quit for Two’ (21%, up but not significantly from 17%).

Figure 8: Unprompted message take-out for Quit for You Quit for Two print advertisements


36%

18%

19%

17%

6%

4%

7%

4%

26%

39%

28%

25%

21%

5%

4%

3%

2%

2%

25%

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



Quit smoking


When you feel the urge to smoke remember the 4 Ds

It's twice as important to get the help you need whenpregnant, or planning to be

If you smoke when pregnant toxic chemicals go into yourbaby including some proven to cause cancer

Smoking when pregnant increases the risk of miscarriage

Smoking when pregnant increases the risk of prematurelabour

Other


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As shown in Figure 9 below, with prompting, the vast majority of respondents agreed that most of the key campaign messages were communicated to them through the Quit for You Quit for Two advertisements.

Consistent with Burst 1, lower proportions (66%, broadly consistent with 73% following Burst 1) of respondents felt that the advertisements contained the message to ‘Use the 4 Ds to help with cravings’ (delay, deep breathe, do something else and drink water). This is not surprising given that this particular message was only prominent in the print advertisements.

Figure 9: Prompted message take-out for Quit for You Quit for Two campaign (Base: Respondents exposed to the campaign)

10098

9798

9597

9595

9693

9293

9491

9190

9388

7366

2

3

52

53

44

75

67

89

69

2230

54

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











Yes No Don't know

Your smoking affects your unborn baby

You should quit smoking for your baby

When you choose to quit smoking there is support available

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

Every cigarette you smoke is damaging your unborn child

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

Call the Quitline

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

Download the Quit for You - Quit for Two app

Use the 4 Ds to help with cravings

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C. Opinions of campaign advertising

Overview: Perceptions of the Quit for You Quit for Two television, radio and print advertisements remained consistently positive, with each of these campaign elements generally seen as easy to understand, believable and thought-provoking. Respondents were less likely to report that the advertisements taught them something new or made them feel uncomfortable (in comparison with their agreement levels with other statements).

As shown in Figure 10, the vast majority of respondents exposed to the Quit for You Quit for Two television advertising felt that it was:

easy to understand (98% agreed or strongly agreed, up from 90% following Burst 1); and

believable (88%, in line with 89%).

Despite some slight (although not statistically significant) declines in overall levels of agreement, the television advertising also continued to elicit a strong emotional/ attitudinal response among those exposed with a majority reporting that it made them:

stop and think (79%, slightly but not statistically significantly lower than 82% following Burst 1);

more likely to try to quit/ want to stay quit (71%, slightly but not significantly lower than 77%); and

feel worried about their current/ past smoking (66%, slightly but not significantly lower than 72%).

Figure 10: Opinions of the Quit for You Quit for Two television advertisement(Base: Respondents exposed to the advertisement)

3638

3424

2523

2630

3117

1912

147

210

24

5461

5564

5856

5041

4149

5246

2226

3229

1321

42

37

46

511

613

54

137

2117

1011

4

55

1114

1216

1819

2135

4046

4235

5048

2

2

2

62

42

43

1014

28

2517

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%










Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree

It was easy to understand

It is believable

It makes me stop and think

It makes me more likely to try to quit/ want to stay quit

It makes me feel worried about my smoking/ past smoking

It relates to me

It makes me feel uncomfortable

It taught me something new

It doesn't affect me

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Consistent with the Quit for You Quit for Two television advertising, ease of understanding (98% agreed or strongly agreed, consistent with 100% following Burst 1) and believability (95%, compared with 97%) dominated the perceptions of the Quit for You Quit for Two radio advertisement (see Figure 11).

Similar to the television advertising, the radio advertisement also maintained its capacity to prompt the majority of those exposed to think about their behaviour and increase their likelihood of trying to quit or continuing not to smoke. Specifically, over seven in ten of those exposed to the radio advertisement agreed or strongly agreed that it made them:

stop and think (86%, slightly but not significantly lower than 90% following Burst 1);

more likely to try to quit/ want to stay quit (74%, slightly but not significantly lower than 85%); and

feel worried about their current/ past smoking (72%, slightly but not significantly lower than 79%).

However, the proportion of respondents who felt that the radio advertisement had taught them something new declined significantly after the second burst of activity (40%, down from 57% following Burst 1).

Figure 11: Opinions of the Quit for You Quit for Two radio advertisement (Base: Respondents exposed to the advertisement)

5246

2831

3130

2924

2120

2014

1413

155

5

4852

6964

5956

5550

5853

5651

4327

3433

1425

34

46

26

84

34

108

39

106

2

2

58

1419

1023

1828

3348

4147

3655

2

3

33

4

86

3513

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%












It is believable




It relates to me




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Respondents’ perceptions of the Quit for You Quit for Two print advertisements were broadly similar to those of the television and radio advertisements.

As shown in Figure 12, ease of understanding (99% agreed or strongly agreed, consistent with 100% following Burst 1) and believability (94%, consistent with 90%) recorded the highest levels of endorsement among those exposed.

The print advertisements also continued to elicit positive reactions from those exposed, with most of those who had seen the print advertisements indicating that they made them:

stop and think (81%, consistent with 83% following Burst 1);

more likely to try to quit/ want to stay quit (72%, broadly in line with 77%); and

feel worried about their current/ past smoking (66%, in line with 68%).

In comparison with results pertaining to Burst 1, a lower proportion of respondents indicated that the print advertisements ‘related to them’ following the second burst of activity (57%, down from 73%).

Figure 12: Opinions of the Quit for You Quit for Two print advertisements(Base: Respondents exposed to the advertisement)

4936

4224

3818

2215

2915

2314

218

116

22

5163

4870

4563

5557

4050

5143

3040

3233

922

84

107

1010

1413

811

99

76

912

22

812

1416

1621

1628

4140

4353

4353

2

2

33

3

82

3712

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%












It is believable



It relates to me





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D. Direct measures of campaign impact

Overview: Overall, the Quit for You Quit for Two campaign delivered a strong call-to-action, with one in two (49%) of those exposed reporting that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, the majority (74%) of these respondents indicated they were intending to take action in the next month (whether or not they had already taken action) as a result of exposure to the campaign.

Similar to Burst 1, the second burst of the Quit for You Quit for Two campaign prompted a strong positive response from the target audience, with one in two (49%, consistent with 44% following Burst 1) of those exposed indicating that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign.

As shown in Figure 13, such actions typically included:

considering quitting (23% of those exposed to the campaign, in line with 22% following Burst 1);

cutting down the amount smoked (11%, unchanged); and

stopping/ quitting smoking (7%, consistent with 3%).

Figure 13: Actions taken as a result of exposure to the Quit for You Quit for Two campaign(Base: Respondents exposed to the campaign) (Multiple response)

22%

11%

3%

4%

1%

1%

4%

13%

56%

23%

11%

7%

4%

3%

2%

2%

1%

1%

8%

51%

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

Considered quitting

Cut down the amount smoked

Stopped/ quit smoking

Downloaded another smartphone app for quitting

Downloaded the Quit for You - Quit for Two app

Asked pharmacist/ other health professional for advice onquitting

Asked doctor for help to quit

Began taking Nicotine Replacement Therapy or otherpharmaceutical stop smoking product

Discussed smoking and health with partner/ friend/ family

Other

Done nothing


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Furthermore, a large majority (74%, unchanged from following Burst 1) of those exposed to the campaign were intending to take action in the next month as a result of seeing the advertisements (see Figure 14). Most commonly, respondents intended to:

consider quitting (24%, up slightly but not significantly from 17% following Burst 1);

quit smoking (21%, up slightly but not significantly from 18%); and

reduce the number of cigarettes that they smoked (14%, consistent with 15%).

Figure 14: Actions planned in the next month as a result of exposure to the Quit for You Quit for Two campaign

(Base: Respondents exposed to the campaign) (Multiple response)17%

18%

15%

8%

19%

3%

4%

4%

11%

26%

24%

21%

14%

8%

7%

2%

1%

1%

1%

1%

11%

26%

0% 5% 10% 15% 20% 25% 30%

Consider quitting

Stop/ quit smoking

Reduce the quantity of cigarettes smoked

Ask doctor for help to quit

Download the Quit for You - Quit for Two app

Begin taking Nicotine Replacement Therapy or other…

Ring the Quitline

Discuss smoking and health with partner/ friend/ family

Change the type of cigarettes smoked

Visit the Quitnow website

Other

No intentions


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IV. Indirect measures of campaign impact – Attitudes and awareness

A. Attitudes towards smoking and quitting

Overview: Respondents’ confidence/ motivation and other attitudes towards quitting smoking were generally positive, particularly among those exposed to the campaign advertising.

Motivation/ confidence towards quitting

Following the second burst of Quit for You Quit for Two activity, levels of motivation and confidence towards quitting smoking remained high (see Figure 15). The vast majority of current smokers agreed that:

there are support and tools available to help people quit smoking and remain smoke-free (95%, consistent with 94% following Burst 1);

they were eager for a life without smoking (85%, consistent with 80%); and

they have been thinking a lot about quitting recently (80%, consistent with 79%).

Figure 15: Motivation/ confidence towards quitting(Base: Respondents who smoke)

41

41

44

46

41

38

14

23

53

54

36

39

38

43

43

38

5

12

8

6

5

15

14

3

8

5

12

12

22

21

2

4

3

6

4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

2013 Burst 1 Smokers (n=281)









Have been thinking a lot about quitting recently

Eager for a life without smoking

Confident could quit smoking if wanted to

There is support and tools available to help you quit and remain

smoke-free

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Similar to findings from Burst 1 evaluation research, exposure to the Quit for You Quit for Two campaign was found to have a positive impact on motivation/ confidence levels (see Figure 16). Specifically, smokers who were exposed to at least one element of the Quit for You Quit for Two campaign were significantly more likely to strongly agree that:

they were eager for a life without smoking (53%, higher than 36% of those not exposed);

support and tools are available to help people quit smoking and remain smoke-free (45%, higher than 35%); and

they have been thinking a lot about quitting recently (44%, higher than 29%).

Figure 16: Motivation/ confidence towards quitting – by campaign exposure(Base: Respondents who smoke)

45

35

53

36

44

29

26

18

52

58

35

45

41

46

38

39

2

8

9

4

6

11

18

4

4

6

9

15

20

22

4

2

4

4

4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Exposed (n=153)

Not exposed (n=118)

Exposed (n=153)

Not exposed (n=119)

Exposed (n=153)

Not exposed (n=119)

Exposed (n=152)

Not exposed (n=117)





There is support and tools available to help you quit and

remain smoke-free

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Other attitudes towards smoking and quitting

Consistent with findings from previous research (i.e. following Burst 1 of the campaign), the target audience interviewed generally had positive anti-smoking and pro-quitting attitudes (see Figure 17 to Figure 19).

Almost universal agreement was recorded for the following:

there is support and tools available to help smokers quit (98%, consistent with Burst 1);

there are many benefits to quitting smoking (98%, consistent with 97%);

there are many benefits to quitting smoking before and during pregnancy and following birth (96%, consistent with 97%);

quitting smoking improves oxygen flow around your body and to your baby (96%, unchanged); and

it is never too late to quit smoking (94%, consistent with 96%).

Figure 17: Attitudes towards smoking and quitting – higher agreement(Base: All respondents)

4437

6149

5750

5246

5244

5460

3749

4046

4549

4450

2

2

22

23

22

23

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












Quitting smoking improves oxygen flow around your body and to

your baby

It's never too late to quit smoking

There are many benefits to quitting smoking

There are many benefits to quitting smoking before and during

pregnancy and following birth

There are support and tools available to help smokers quit

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Figure 18: Attitudes towards smoking and quitting – higher agreement cont.(Base: All respondents)

5144

5854

4036

3127

3432

4450

3439

5152

5764

5252

33

32

69

67

710

22

35

23

52

64

2

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












There are negative health impacts of smoking before and during

pregnancy and around children

Quitting will reduce your risk of sickness caused by smoking

Passive smoking affects pregnant women and their unborn children

Quitting at any time during pregnancy decreases the risk of harm

to the unborn child

It’s possible to quit smoking and remain a non-smoker

Figure 19: Attitudes towards smoking and quitting – lower agreement(Base: All respondents)

30

28

2

5

5

3

47

45

12

16

11

12

3

3

14

17

16

14

7

6

3

2

9

8

44

46

40

42

31

43

2

26

20

37

36

62

51

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










People generally do not approve of smoking in Australia

You should not quit smoking when pregnant as the baby will

suffer withdrawals

Quitting smoking is easy

The rewards of smoking outweigh the negatives

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On average, respondents exposed to the Quit for You Quit for Two campaign were found to have slightly more positive attitudes (i.e. anti-smoking and pro-quitting) than those who were not exposed (mean index score of 76 among those exposed, compared with 74 for those not exposed (see Figure 20).

Figure 20: Attitudes towards smoking and quitting index2 – by campaign exposure(Base: All respondents)

76

74

0 10 20 30 40 50 60 70 80 90 100

Exposed (n=171)

Not exposed (n=129)

As shown in Figure 21, the difference in the attitude index was predominantly due to those exposed to the campaign being significantly more likely to agree that quitting at any time during pregnancy decreases the risk of harm to the unborn child than those not exposed (88%, compared with 80% of those not exposed).

Figure 21: Attitudes towards smoking and quitting – total agreement by campaign exposure (selected statements – overall agreement higher for those exposed)


98%

97%

96%

95%

94%

89%

88%

97%

96%

96%

92%

93%

86%

80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

There are support and tools available to helpsmokers quit

There are many benefits to quitting smoking beforeand during pregnancy and following birth

Quitting smoking improves oxygen flow around yourbody and to your baby

It is never too late to quit smoking

There are negative health impacts of smokingbefore and during pregnancy and around children

Passive smoking affects pregnant women and theirunborn children

Quitting at any time during pregnancy decreases therisk of harm to the unborn child

Exposed (n=157-171) Not exposed (n=121-129)

2 The index was calculated as the average of agreement scores for these questions (Q27a-n), transformed to a 0 to 100 point scale, where 100 represents the most positive attitudes towards quitting.

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B. Awareness of benefits of quitting

Overview: The key benefits of quitting identified were improved fitness and general health and cost savings. The majority of respondents also acknowledged that not smoking during pregnancy would be beneficial for the baby, although specific health benefits (such as decreased risk of low birth weight, breathing difficulties and premature labour) were much less commonly mentioned.

Respondents generally recognised that they would benefit both financially and health-wise from not smoking, with those exposed to the Quit for You Quit for Two advertising being significantly more likely to perceive a high level of health benefits from not smoking.

Unprompted awareness of benefits of quitting

Similar to findings from previous research, unprompted mentions of improved fitness and general health (71%, down from 79% following Burst 1) and financial benefits (57%, consistent with 61%) dominated the benefits of quitting smoking (see Figure 22).

Figure 22: Unprompted awareness of benefits of quitting (top 10)(Base: All respondents) (Multiple response)

79%

61%

12%

13%

9%

11%

11%

11%

6%

6%

71%

57%

16%

14%

11%

9%

7%

5%

5%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Improved fitness/ general health

Save money/ more money

Kids/ family would like it

Improved lung function/ breathing

Not smelling like smoke/ cigarettes

Not being a bad role model to others in the family orcommunity

Decreased risk of premature death/ less likely to die

Stopping others from being exposed to cigarette smoke

Decreased risk of cancer

Easier when going out


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When asked specifically about the benefits for the baby of its mother not smoking while pregnant, the majority mentioned general health benefits (i.e. ‘better for the baby/ healthier baby in general’ - 63%, consistent with 62% following Burst 1) (see Figure 23).

Consistent with previous research findings, much smaller proportions were able to identify specific benefits, including decreased risk of:

low birth weight (26%, unchanged);

the baby having breathing difficulties (20%, compared with 18%);

premature labour/ birth (12%, compared with 11%); and

the baby having asthma or impaired lung function (10%, down from 15%).

Figure 23: Unprompted awareness of benefits to baby of not smoking while pregnant (top 10)

(Base: All respondents) (Multiple response)

62%

26%

18%

11%

15%

7%

9%

4%

1%

42%

63%

26%

20%

12%

10%

6%

6%

4%

1%

24%

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

Better for baby/ healthier baby in general

Decreased risk of baby with low birth weight

Decreased risk of baby having breathing difficulties

Decreased risk of premature labour/ birth

Decreased risk of baby having asthma/ impaired lung functionlater in life

Fewer complications during mother's pregnancy

Decreased risk of Sudden Infant Death Syndrome

Decreased risk of miscarriage

Decreased risk of baby developing cleft lip/ palate

Other benefit


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Perceived level of financial and health benefits from not smoking

As in the previous research, respondents from the target audience generally acknowledged that they would benefit both financially and health-wise from not smoking. As shown in Figure 24, at least two thirds indicated that not smoking would provide them with a high level (i.e. ‘extremely’ or ‘very much’) of:

health benefits (71%, consistent with 68% following Burst 1); and

financial benefits (66%, consistent with 68%).

Figure 24: Perceived level of financial and health benefits from not smoking(Base: All respondents)

41

39

37

35

27

27

31

35

20

22

22

16

11

12

9

12

2

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





Extremely Very much Moderately Slightly Not at all

Perceived level of financial benefits

Perceived level of health benefits

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The campaign was effective in communicating the health benefits of quitting smoking with those exposed to the Quit for You Quit for Two advertising being significantly more likely to perceive a high level of health benefits from not smoking (77%, compared to 62% of those not exposed). However, the perceived financial benefits associated with not smoking were broadly consistent among those exposed (65%) and not exposed (67%) to the campaign (see Figure 25).

Figure 25: Perceived level of financial and health benefits from not smoking – by campaign exposure


38

39

40

30

27

28

38

32

24

17

13

22

9

15

10

16

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

Exposed (n=171)

Not exposed (n=128)

Exposed (n=171)

Not exposed (n=129)




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C. Awareness of health effects of smoking

Overview: Consistent with findings from Burst 1 evaluation research, awareness of most health-related effects of smoking during pregnancy was high, with the Quit for You Quit for Two campaign continuing to effectively communicate the adverse health impacts of smoking.

Prompted awareness of health effects of smoking during pregnancy

Following the second burst of Quit for You Quit for Two activity, prompted awareness of most health-related effects of smoking during pregnancy remained high among the target audience (see Figure 26).

Although less than half (46%) of respondents were aware of the increased risk of ectopic pregnancy, this represented a significant increase over results following Burst 1 of the campaign (39%).

Figure 26: Awareness of health risks of smoking during pregnancy(Base: All respondents)

8588

7980

7880

7472

3946

97

1412

1313

1414

3228

65

78

98

1115

2926

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











Yes No Don't know

Increased risk of ectopic pregnancy

Increased risk of premature labour

Increased risk of Sudden Infant Death Syndrome

Increased risk of miscarriage

Increased risk of infection and breathing problems due to low

birth weight

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Overall, the Quit for You Quit for Two campaign had a positive impact on the target audience’s awareness of health risks of smoking during pregnancy.

As shown in Figure 27, those exposed to the Quit for You Quit for Two campaign had significantly higher levels of awareness that smoking while pregnant could result in increased risk of:

infection and breathing problems due to low birth weight (92%, higher than 82% of those not exposed to the campaign); and

miscarriage (83%, higher than 75%).

Campaign exposure was also associated with slightly higher (although not statistically significant) awareness that smoking during pregnancy increases the risk of premature labour and Sudden Infant Death Syndrome (SIDS).

Figure 27: Awareness of health risks of smoking during pregnancy – by campaign exposure(Base: All respondents)

92%

81%

83%

74%

46%

82%

78%

75%

69%

47%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Increased risk of infection and breathingproblems due to low birth weight

Increased risk of premature labour

Increased risk of miscarriage

Increased risk of Sudden Infant DeathSyndrome

Increased risk of ectopic pregnancy

Exposed (n=171) Not exposed (n=129)

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V. Indirect measures of campaign impact – Behaviours, experiences and beliefs

A. Intention to quit smoking and intended timing of quit

Overview: Smokers’ intentions to quit smoking remained high following Burst 2, with the majority of those intending to quit planning to do so in the next six months. Exposure to the Quit for You Quit for Two campaign was associated with greater intentions of smokers to quit smoking, but did not prompt those intending to quit to bring forward the timing for quitting.

Following the second burst of Quit for You Quit for Two activity, a significantly higher proportion of smokers reported that they intend to quit smoking (88%, up from 83% following Burst 1) (see Figure 28). Among these respondents, almost two thirds (64%) planned to do so in the next six months (broadly consistent with 60% following Burst 1) (see Figure 29).

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

83

88

11

7

7

5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Yes No Don't know

Figure 29: Intended timing to quit smoking(Base: Respondents who smoke and intend to quit)

15

18

45

46

38

36

2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Within the next month Within the next 6 monthsSometime in the future, beyond 6 months Don't know

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As shown in Figure 30, exposure to the Quit for You Quit for Two campaign was associated with higher intentions of quitting, with smokers exposed to the campaign advertising significantly more likely to intend to quit smoking (91%, compared with 85% of smokers who were not exposed). However, among those intending to quit smoking, no significant differences were evident in relation to quit timing between those exposed to the campaign (66% within the next 6 months) and those not exposed to the campaign (62%).

Figure 30: Intention and intended timing to quit smoking – by campaign exposure(Base: Respondents who smoke/ smokers who intend to quit)

91

85

4

10

20

16

46

46

34

38

4

6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Exposed (n=153)

Not exposed (n=119)

Exposed (n=139)

Not exposed (n=98)

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)

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B. Smoking and health

Overview: Similar to findings from previous research, the target audience generally acknowledged the negative effects that their smoking has had on their quality of life, their own health as well as health of others (although to a much lesser extent). Almost all respondents were at least somewhat worried that their current/ past smoking will damage their health in the future and the vast majority believed that there is at least a ‘50/ 50’ chance that they would become ill if they continued to smoke.

Consistent with findings from Burst 1 evaluation research, the target audience generally acknowledged the negative impact that smoking has had on their life. As shown in Figure 31, the majority of respondents (58%, consistent with 60% following Burst 1) indicated that smoking has ‘lowered’ or ‘lowered greatly’ their quality of life.

Figure 31: Perceived impact of smoking on quality of life(Base: All respondents)

2

6

38

35

47

44

12

14

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Improved greatly Improved Neither improved nor lowered Lowered Lowered greatly

Although respondents typically felt that the damage to their health had been minor (55% ‘just a little’, consistent with 57% following Burst 1), sizeable proportions acknowledged that the severity of damage caused by their smoking was not insignificant (32% ‘a fair amount’ or ‘a great deal’, unchanged) (see Figure 32).

Figure 32: Perceived level of health damage to self(Base: All respondents)

8

7

25

25

57

55

11

13

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



A great deal A fair amount Just a little Not at all

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As shown in Figure 33, respondents were much less likely to acknowledge the negative effects that their smoking has had on others’ health. Despite this, the effects of passive smoking were nonetheless recognised by a majority of respondents (58%, consistent with 57% following Burst 1).

Figure 33: Perceived level of health damage to others(Base: All respondents)

5

7

10

12

42

39

43

42

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%




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As shown in Figure 34 and Figure 35, the vast majority of respondents believed that there was at least a ‘50/ 50’ chance that they will become ill from continued smoking (93%, down from 97% following Burst 1) and almost all were at least somewhat concerned about the possibility of future health damage caused by smoking (95%, consistent with 97%).

Figure 34: Perceived likelihood that continued smoking would cause illness(Base: All respondents)

29

30

34

29

34

34

3

6 2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Certain Very likely 50/50 Not very likely Not at all likely

Figure 35: Level of worry that smoking will damage health in the future(Base: All respondents)

37

38

37

34

23

23

3

5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Very worried Moderately worried A little worried Not at all worried

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VI. Media consumption and favourite media

A. Media consumptionAs illustrated in Figure 36, the vast majority of the mainstream audience reported using the internet, with most using it on a daily basis (74% in metropolitan and 70% in non-metropolitan areas). Internet usage was consistent across metropolitan and non-metropolitan locations.

Respondents reported widespread consumption of commercial free-to-air television and radio, with only limited proportions reporting that they do not engage with the two media at all. Most commonly, respondents indicated regular consumption of commercial free-to-air television and radio:

Around three in five (61% in metropolitan and 58% in non-metropolitan areas) respondents indicated that they watch free-to-air television on a daily basis; and

Over two in five (42% in metropolitan and 44% in non-metropolitan areas) reported daily listening to commercial radio stations.

Whilst metropolitan and non-metropolitan respondents were similar in terms of their free-to-air television consumption patterns, those in non-metropolitan areas were slightly more likely to report listening to commercial radio at least a few times a week (72% ‘daily’ or ‘a few times a week’, compared with 63% in metropolitan areas).

Figure 36: Media consumption(Base: All respondents)

7470

6158

4244

43

99

3319

1419

2424

2128

715

2018

78

85

56

1410

2423

2731

43

34

57

116

3837

2415

68

2

56

1212

2721

2028

5063

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Metro (n=123)

Non metro (n=177)

Metro (n=123)

Non metro (n=177)

Metro (n=123)

Non metro (n=177)

Metro (n=123)

Non metro (n=177)

Metro (n=123)

Non metro (n=177)

Metro (n=123)

Non metro (n=177)

Daily A few times a week A few times a month Once a month or less Never

Watch commercial free-to-air television channels 9, 7, 10, or SBS

Use the Internet

Listen to commercial radio stations

Read newspapers

Watch Pay TV channels

Read magazines

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Consumption of newspapers was comparatively lower (in comparison with the internet, commercial free-to-air television and radio), although higher in metropolitan areas (80% read newspapers at least ‘once a month or less’ in metropolitan areas, compared with 71% in non-metropolitan areas). Only a very small proportion of respondents reported daily consumption of newspapers (9% in each of metropolitan and non-metropolitan areas).

The majority of the mainstream audience reported reading magazines at least occasionally (73% at least ‘once a month or less’ in metropolitan areas, and 79% in non-metropolitan areas). Frequent magazine consumption was found to be slightly more prevalent in non-metropolitan areas (18% read magazines ‘daily’ or ‘a few times a week’, compared to 11% in metropolitan areas).

Respondents, particularly in non-metropolitan areas, were considerably less likely to report consumption of Pay TV (in comparison with their consumption with other media). Whilst metropolitan respondents were more likely to be daily viewers of Pay TV (33%, compared with 19% of non-metropolitan respondents), those in non-metropolitan locations tended to report no engagement with this medium (63%, compared with 50% of metropolitan respondents). Despite this, it is worth noting that one in three respondents in metropolitan areas reported engaging with this medium on a daily basis.

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Consumption of online catch-up TV was limited among respondents, with only one in ten (10%) reporting that they watched catch-up TV on the internet in the last 7 days. This was broadly consistent among respondents in metropolitan and non-metropolitan areas.

Figure 37: View catch-up TV on the internet(Base: All respondents)

8

11

10

90

86

87

2

3

2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metro (n=123)

Non metro (n=177)


Yes No Don't know

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B. Favourite TV programsAmong respondents who watched television, the most popular TV program was Home and Away (24% of respondents indicated that as their favourite TV program), followed by The Block, News, and Neighbours (15% each).

As illustrated in Table 2, the top programs were mostly watched on commercial free-to-air channels on weeknights.

Figure 38: Favourite TV programs (top 10)(Base: Respondents who watch TV, n=293) (Multiple response)

24%

15%

15%

15%

12%

10%

9%

7%

6%

6%

0% 10% 20% 30%

Home and Away

The Block

News

Neighbours

Winner & Losers

Masterchef

Offspring

Revenge

Criminal Minds

Under the Dome

Table 2: Channel and day when program watched (top 10 programs)TV Program Channel/ Day mostly watchedHome and Away Channel 7. Weeknights.The Block Channel 9. Weeknights.News Most popular Channel 7, then Channel 9 & 10. Mostly daily.Neighbours Channel 11. Weeknights.Winners & Losers Channel 7. Tuesdays.Masterchef Channel 10. Various days during the week.Offspring Channel 10. Wednesdays.Revenge Channel 7. Mondays.Criminal Minds Channel 7. Weekdays.Under the Dome Channel 10. Tuesdays.

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C. Favourite magazinesFigure 39 presents the top 10 favourite magazines of the mainstream audiences of the campaign. Among those who read magazines, a third (34%) indicated That’s Life as their favourite magazine. This was followed by Woman’s Day (29%) and Take 5 (27%).

Figure 39: Favourite magazines (top 10)(Base: Respondents who read magazines, n=229) (Multiple response)

34%

29%

27%

21%

17%

11%

10%

10%

9%

9%

0% 10% 20% 30% 40%

That's Life

Woman's Day

Take 5

New Idea

Women's Weekly

Cosmopolitan

OK

Who

NW

Cleo

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D. Favourite websitesAs shown in Figure 40, social networking sites, search engines and online shopping sites were the favourite websites among respondents who used the internet. The social media site Facebook was particularly popular among this audience (71%).

Figure 40: Favourite websites (top 10)(Base: Respondents who use the internet, n=295) (Multiple response)

71%

42%

23%

23%

14%

9%

6%

6%

6%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Facebook

Google

YouTube

eBay

Hotmail

Ninemsn

Gumtree

Yahoo7

Pinterest

Banking

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E. Suggested placements for advertisementsFigure 41 shows the locations where respondents thought future anti-smoking advertisements for pregnant women should be placed. The commonly suggested places included:

commercial free-to-air television channels (40%);

doctors’ waiting rooms (32%);

outdoor advertising such as billboards and at bus stops (22%); and

hospitals (21%).

Moreover, small proportions of respondents also recommended placing the advertisements on cigarette packets, and in public places such as supermarkets, baby stores and schools (included in ‘Other’ response).

Interestingly, a higher proportion of metropolitan respondents felt that the advertisements would be effective if placed in hospitals (26%, compared with 18% of non-metropolitan respondents), while those in non-metropolitan areas were more likely to suggest placing the advertisements in public toilets (10%, compared with 5% of metro respondents).

Figure 41: Advertisement placements to encourage women not to smoke(Base: All respondents) (Multiple response)

40%

33%

25%

26%

23%

19%

20%

16%

13%

9%

5%

6%

37%

40%

31%

20%

18%

18%

20%

18%

21%

19%

10%

10%

6%

39%

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

Commercial free-to-air television channels 9, 7, 10, or SBS

Doctors waiting rooms

Outdoor advertising like billboards and at bus stops

Hospital

Online including social media

Maternity clinics/ gynaecologists, maternity ward, antenatalclinics

Pay TV channels

Magazines

Commercial radio stations

Shopping centres

Public toilets

Newspapers

Other

Metro (n=123) Non metro (n=177)

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VII.ConclusionsOverall, the research found that Burst 2 of the Quit for You Quit for Two campaign effectively reached, and communicated the key messages to, its target audience. The campaign performed well against its stated objectives with those exposed generally displaying:

increased consideration of quitting smoking (among smokers);

more positive attitudes (i.e. anti-smoking and pro-quitting sentiments);

greater appreciation of the health benefits of quitting smoking;

higher awareness of health risks of smoking; and

increased intention to quit smoking (among smokers).

The results pertaining to cut-through of the campaign messages were positive, with the key campaign message of ‘Quit for You Quit for Two’ featuring prominently in unprompted mentions of messages derived from the advertisements. Furthermore, perceptions of the advertisements continued to be positive with each element seen as easy to understand, believable and thought-provoking.

The campaign delivered a robust call-to-action, both in relation to past actions taken and future intentions among those exposed to the campaign. Specifically, one in two of those exposed reported they had taken action toward quitting/ reducing smoking and three in four indicated they were intending to take action in the next month as a result of exposure to the campaign.

Overall, the findings suggest that the campaign is currently having an impact on intention to quit smoking, but not imparting a sense of urgency among those intending to quit. However, Burst 2 was successful in building additional reach among the target audience (over and above that achieved with Burst 1). The research found that the campaign continues to have a positive impact among those reached. In combination with consistently positive perceptions of the advertisements, this increased reach suggests that the campaign has not started to wear-out among the target audience.

The overall effectiveness of the campaign suggests that further behavioural shifts among the target audience could be achieved via an additional burst of campaign activity. Furthermore, the research findings suggest that the current campaign (mass) media mix (i.e. utilising television, print and radio) is effective in reaching different sub-sets of the target audience. Thus, it is recommended that the same media mix (at a minimum) be used in any future burst of advertising activity to maintain and strengthen reach.

The research findings (including media consumption patterns among the target audience and their suggestions for future advertising placement) suggest that further campaign reach could be built via:

Deploying a higher level of television media buy (including regional free-to-air television and Pay TV);

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Deploying a higher level of commercial radio media buy;

Deploying a higher level of print media buying, focusing on mass circulation women’s magazines (particularly That’s Life, Woman’s Day, Take 5, New Idea and Women’s Weekly); and

Extending/ re-incorporating out-of-home advertising placement (including placement in shopping centres, public toilets and dissemination of pamphlets/ leaflets through medical clinics).

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VIII. Survey of partners and family membersA summary of the headline results from this survey is presented in this section.

A. Recall of campaign advertisementsPrompted recognition of the Quit for You Quit for Two campaign was good, with 46% of partners and family members (compared with 58% of the primary target audience) recognising at least one element of the campaign. Recognition levels were relatively high for the TV (18%) and radio (28%) advertisements compared with the print advertisement (14%).

B. Direct measures of campaign impactDespite not forming part of the primary target audience, the Quit for You Quit for Two campaign delivered a notable call-to-action among the small group (n=23) of partners and family members exposed to the ads.

Among this group, over half (57%, or n=13) reported they had taken action as a result of exposure to the campaign – including n=6 who had reduced their level of smoking.

In addition, almost three quarters (74%, or n=17) of those exposed indicated they were intending to take action in the next month as a result of exposure to the campaign – including considering quitting themselves (n=8) and stopping smoking (n=3).

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ABORIGINAL AND TORRES STRAIT ISLANDER AUDIENCE COMPONENT

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I. Demographic and behavioural profile of respondents

The demographic and behavioural profile of respondents was broadly consistent with that for research at Burst 1 (see Table 3). Please note the following definitions for primary target audience and broader audience:

Primary target audience (32% of sample): Female respondents who were either (a) currently pregnant, (b) had previously been pregnant, or (c) not been pregnant but were open to becoming pregnant in the next two years.

Broader target audience (68% of sample): All respondents (including male respondents) who did not fit into the primary target audience.

Smokers: Currently smoke cigarettes at least once a week.

Recent quitters (also referred to as ‘quitters’): Quit smoking cigarettes at least weekly in the past 12-months.

Table 3: Basic demographic profile of respondents(Base: All respondents)

Demographic

Primary Target

Audience (n=160; 32%)3

Broader Audience (n=170;

68%)

Smokers (n=284;

88%)

Recent quitters (n=46; 12%)

Overall (n=330)

Age16-24 years old 33% 49% 33% 24% 32%25-29 years old 21% 17% 21% 27% 21%30-34 years old 20% 17% 17% 22% 17%35-40 years old 26% 17% 30% 27% 29%IncomeLess than $60,000 74% 75% 76% 66% 75%$60,000 to less than $120,000 22% 18% 18% 28% 19%

$120,000 or more 4% 7% 6% 6% 6%GenderMale Nil 54% 29% 20% 28%Female 100% 46% 71% 80% 72%Live in metro region 46% 49% 49% 38% 48%Has children living in same household 77% 61% 66% 64% 66%

Speak a language other than English at home 21% 19% 20% 13% 19%

Have existing health conditions 51% 50% 51% 45% 50%

Education

3 Includes n=17 currently pregnant smokers and n=8 currently pregnant recent quitters.

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Demographic

Primary Target

Audience (n=160;

32%)

Broader Audience (n=170;

68%)

Smokers (n=284;

88%)

Recent quitters (n=46; 12%)

Overall (n=330)

Secondary educated or less 77% 69% 72% 66% 71%

At least some post-secondary school education

23% 31% 28% 34% 29%

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II. Campaign awareness and direct measures of campaign impact

Overview: Following the second burst of campaign activity, unprompted awareness of the Quit for You Quit for Two campaign remained stable, with just under one in ten respondents (8%, consistent with 5% following Burst 1) spontaneously describing an element of the campaign.

The results relating to overall prompted recognition of the Quit for You Quit for Two campaign were positive, with just over half of respondents (51%, consistent with 46% at Burst 1) recognising at least one element of the campaign. Consistent with Burst 1, exposure to the Quit for You Quit for Two campaign was significantly higher among the primary target audience of females who were either (a) currently pregnant, (b) had previously been pregnant, or (c) not been pregnant but were open to becoming pregnant in the next two years (61%, compared to 47% for the broader audience).

At least one in five respondents recognised each of the TV (33%), print (26%) and radio (20%) advertisements. In comparison with Burst 1, a greater proportion of respondents reported exposure to the radio advertisement (20%, compared with 11%), although this medium continued to contribute minimally to the overall campaign reach (4% of respondents were only exposed to the radio advertisement).

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A. Recall of campaign advertisementsConsistent with Burst 1, around two-thirds (67%) of respondents reported exposure to advertising or information relating to the dangers of smoking in the past six months. Following Burst 2, mentions of Quit for You Quit for Two campaign materials continued to feature in descriptions of advertising seen in the past six months (8%, consistent with 5% following Burst 1).

Figure 42: Unprompted awareness of advertisements4


64%

66%

86%

76%

68%

67%

4%

8%

11%

9%

5%

8%

2%

3%

1%

2%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2013 Burst 1 Smokers(n=275)

2013 Burst 2 Smokers(n=284)

2013 Burst 1 Quitters(n=57)

2013 Burst 2 Quitters(n=46)



General smoking-related ads

Quit for You - Quitfor Two

Break the Chain

4 ‘Break the Chain’ refers to an Indigenous-specific campaign which was run in 2011. In contrast with the Quit for You Quit for Two campaign, the ‘Break the Chain’ campaign was specifically developed for, and targeted at, Aboriginal and Torres Strait Islander audiences.

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Overall prompted recognition of the Quit for You Quit for Two campaign was good, with just over half of respondents (51%, slightly but not significantly higher than 46% following Burst 1) recognising at least one element of the campaign (see Figure 43). Following Burst 2, campaign recognition increased significantly among smokers (53%, up from 41% following Burst 1), but declined among recent quitters (40%, down from 68%).

Figure 43: Exposure to any element of the campaign (prompted recognition) – by smoking status


41

53

68

40

46

51

59

47

32

60

54

49

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



2013 Burst 1 Quitters (n=57)




Exposed Not exposed

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As illustrated in Figure 44, respondents typically recognised the television advertisement (33%, up slightly but not significantly from 28% following Burst 1), followed by print advertising (26%, consistent with 25%). Following Burst 2, a significantly higher proportion of respondents reported hearing the radio advertisement (20%, up from 11%), however this did not translate into a significant increase in overall campaign reach.

Figure 44: Prompted awareness of Quit for You Quit for Two campaign elements(Base: All respondents)

2833

2526

1120

1112

7267

7574

8980

8988

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%









Exposed Not exposed

TV advertisement

Print advertisement

Phone app

Radio advertisement

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Figure 45 presents the unduplicated reach analysis for the Quit for You Quit for Two campaign. Similar to Burst 1, radio continued to contribute minimally to campaign reach, with only a very small proportion (4%) of respondents being exposed to only this campaign element.

Figure 45: Unduplicated reach analysis(Base: All respondents, n=330)

TV only14%

Radio only4%

Print only9%

TV and Radio

6%

TV, Radio and Print

5%

TV and Print8%

Radio and Print4%

Total TV33%

Total Radio20%

Total Print 26%

None49%

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Consistent with Burst 1, exposure to the Quit for You Quit for Two campaign was significantly higher among the primary target audience (61%, compared to 47%) (see Figure 46).

Figure 46: Exposure to any element of the campaign (prompted recognition) – by audience type

(Base: All respondents who supplied gender and pregnancy status)

61

47

39

53

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Primary target audience (n=160)

Broader audience (n=170)

Exposed Not exposed

Prompted recognition was higher among the primary audience across almost all campaign elements, with the exception of the radio advertisement where it was similar to that recorded for the broader audience (see Figure 47).

Figure 47: Prompted recognition of Quit for You Quit for Two campaign elements - by audience type

(Base: All respondents who supplied gender and pregnancy status)

42

28

34

23

22

19

19

9

58

72

66

77

78

81

81

91

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









Exposed Not exposed

TV advertisement

Print advertisement

Phone app

Radio advertisement

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As was the case in Burst 1, campaign reach among Aboriginal and Torres Strait Islander smokers and recent quitters was found to be higher in metropolitan locations (61%, higher than 42%) (see Figure 48). Respondents in metropolitan areas reported higher exposure to the Quit for You Quit for Two campaign via:

television advertising (39% of respondents in metropolitan locations recognised the Quit for You Quit for Two television advertisement, compared with 27% of those in non-metropolitan areas); and

Smartphone app (18%, compared with 6%).

The Quit for You Quit for Two television advertisement in particular, played an important role among the metropolitan audiences, with a significantly greater proportion of respondents in metropolitan areas being reached via television advertising only (18%, compared with 10% of those in non-metropolitan locations).

Analysis of television consumption patterns by location found that whilst there were no significant differences in consumption of commercial free-to-air channels, metropolitan respondents were more likely to watch National Indigenous Television (NITV) in general (69%, compared with 60% of those in non-metropolitan areas), and especially daily (20%, compared with 8%). This suggests that the higher campaign reach in metropolitan areas may be due to differences in NITV consumption patterns between metropolitan and non-metropolitan respondents.

Figure 48: Exposure to any element of the campaign (prompted recognition) – by location(Base: All respondents)

61

42

39

58

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metro (n=147)

Non metro (n=183)

Exposed Not exposed

Lower overall campaign reach in non-metropolitan areas primarily reflected limited prompted recognition of the campaign among the broader audience in non-metropolitan areas (35%). However, recognition among the primary audience was also slightly (although not significantly) lower than in metropolitan areas (55%, lower but not significantly than 67% of the primary target audience in metropolitan areas; consistent with 59% of the broader audience in metropolitan areas).

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When those who reported seeing the Quit for You Quit for Two television advertisement on TV were asked if they had seen it on mainstream television, Indigenous television or both, the majority indicated that the source of their exposure was mainstream television (see Figure 49). The prevalence of reported exposure via Indigenous television was found to be slightly higher among non-metropolitan respondents (particularly in relation to exposure via both Indigenous and mainstream TV – 34%, compared with 18%). It is possible that this is due:

Metropolitan respondents misattributing their exposure to NITV to mainstream television, due to this channel only recently (December 2012) being broadcast as a free-to-air TV channel in metropolitan areas; and/ or

Higher campaign exposure in metropolitan areas being aided by greater consumption of SBS (which in media consumption questions is grouped with other commercial free-to-air channels such as Channel 9, 7 or 10, including their digital channels) in metropolitan areas.

Figure 49: Where Quit for You Quit for Two television advertisement was seen – by location

(Base: Respondents exposed to the television advertisement via TV)

8

2

5

74

62

69

18

34

25

3

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metro (n=51)

Non metro (n=50)


Indigenous television Mainstream televisionBoth indigenous and mainstream television Don't know

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Exposure to the radio advertisement was not found to be a significant contributor to the difference in overall campaign reach in either metropolitan or non-metropolitan areas5 (21% of respondents in metropolitan areas reported hearing the radio advertisement, consistent with 18% in non-metropolitan areas).

Figure 50 shows that a significant proportion of overall exposure to the radio advertisement was achieved via Indigenous radio alone (24%). Although exposure via Indigenous radio was slightly (but not statistically significantly) higher among those exposed in non-metropolitan areas, this result should be treated with caution given the small sample sizes of such respondents in metropolitan and non-metropolitan areas.

Figure 50: Where Quit for You Quit for Two radio advertisement was heard – by location(Base: Respondents exposed to the radio advertisement)

18

32

24

60

41

51

17

18

18

5

9

7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metro (n=33)

Non metro (n=32)


Indigenous radio Mainstream radio Both indigenous and mainstream radio Don't know

5 In addition to contributing minimally in terms of unique reach among Aboriginal and Torres Strait Islander audiences.

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Overview: Unprompted message take-out from the Quit for You Quit for Two campaign advertising was strong. Although, the most commonly derived message across television, radio and print advertisements was ‘Don’t smoke when pregnant’, the key campaign tagline ‘Quit for You Quit for Two’ featured prominently in unprompted mentions of messages communicated via campaign advertising.

Consistent with Burst 1, the leading unprompted message recalled among those exposed to the Quit for You Quit for Two television advertisement was ‘Don’t smoke when pregnant’ (69%, up slightly but not significantly from 58% following Burst 1). Other commonly derived messages included (see Figure 51):

‘You should not smoke during or before pregnancy because it affects the health of your baby’ (31%, broadly consistent with 26% following Burst 1);

‘Quit Smoking’ (22%, down from 37%); and

‘Quit for You Quit for Two’ (20%, consistent with 21%).



58%

26%

37%

21%

23%

28%

30%

7%

5%

5%

69%

31%

22%

20%

18%

18%

14%

11%

8%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Don’t smoke when pregnant

You should not smoke during or before pregnancy becauseit affects the health of your baby

Quit smoking

Quit for You. Quit for Two.

Smoking is dangerous/ bad

Smoking when pregnant is dangerous


Smoking causes serious illness

Quitting smoking improves oxygen flow around your bodyand to your baby

Quitting smoking lowers the risk of miscarriage


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Unprompted message take-out for the Quit for You Quit for Two radio advertisement was broadly consistent with the message take-out for the television advertisement, with at least a fifth of respondents deriving the following messages (see Figure 52):

‘Don’t smoke when pregnant (57%, up from 29% following Burst 1);

‘Quit smoking’ (35%, broadly consistent with 27%);

‘Quit for You Quit for Two’ (29%, broadly consistent with 36%);

‘Smoking is dangerous/ bad’ (20%, down from 39%); and

‘Quit smoking and give your baby a healthy start’ (19%, consistent with 17%).

Figure 52: Unprompted message take-out for Quit for You Quit for Two radio advertisement6


29%

27%

36%

39%

17%

17%

33%

2%

19%

17%

57%

35%

29%

20%

19%

16%

15%

11%

10%

4%

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


Quit smoking




It's worth fighting cravings for cigarettes whenyou're pregnant

You should not smoke during or beforepregnancy

Quitting smoking lowers the risk of miscarriageand other serious health problems for your baby

Call the Quitline



6 Results for Burst 1 should be treated with caution due to the low number of respondents (n=37).

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Similar to the television and radio advertisements, the key message derived from the Quit for You Quit for Two print advertisement was ‘Don’t smoke when pregnant’ (70%, broadly consistent with 79% following Burst 1) (see Figure 53). Other commonly derived messages included:

‘Quit for You Quit for Two’ (32%, consistent with 34% following Burst 1);

‘Quit Smoking’ (29%, down from 48%);

‘Quit smoking and give your baby a healthy start’ (21%, in line with 18%); and

‘Smoking is dangerous/ bad’ (18%, down but not significantly from 28%).

Figure 53: Unprompted message take-out for Quit for You Quit for Two print advertisement


79%

34%

48%

18%

28%

8%

7%

14%

5%

4%

70%

32%

29%

21%

18%

12%

11%

9%

6%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%



Quit smoking



If you smoke when pregnant toxic chemicals go intoyour baby including some proven to cause cancer

Call the Quitline

Smoking when pregnant increases the risk ofmiscarriage

Smoking when pregnant deprives your baby of oxygen

Smoking when pregnant increases the risk ofpremature labour


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The majority of respondents exposed to the Quit for You Quit for Two campaign recalled each of the key campaign messages upon prompting (see Figure 54). In comparison with Burst 1 evaluation, significant increases in prompted awareness were recorded for the following messages:

‘You should quit smoking for your baby’ (98%, up from 92% following Burst 1);

‘Your smoking affects your unborn baby’ (96%, up from 90% at Burst 1);

‘Every cigarette you smoke is damaging your unborn child’ (96%, up from 90%);

‘There are many short and long term health benefits to quitting smoking (89%, up from 72%);

‘Every cigarette you don’t smoke, is doing you good’ (86%, up from 70%);

‘Visit the Quitnow website’ (74%, up from 63%); and

‘Download the Quit for You Quit for Two app’ (62%, up from 48%).

Figure 54: Prompted message take-out for Quit for You Quit for Two campaign(Base: Respondents exposed to the campaign)

9298

9096

9096

9394

7289

7086

7783

6374

4862

7

72

73

22

138

1912

95

1410

2218

3

3

43

163

112

1412

2316

3020

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










Yes No Don't know


Every cigarette you smoke is damaging your unborn child


When you choose to quit smoking there is support available

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

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

Call the Quitline

Visit the Quitnow website

Download Quit for You Quit for Two app

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C. Opinions of campaign advertising

Overview: Opinions of the Quit for You Quit for Two television, print and radio advertisements continued to be positive, with each element seen as easy to understand, believable, and thought-provoking.

In comparison with those from the broader audience, respondents in the primary target audience reported stronger levels of self-identification with the television and radio advertisements.

As illustrated in Figure 55, at least three in four of those exposed to the Quit for You Quit for Two television advertisement indicated that it:

was believable (95%, up from 66% following Burst 1);

was easy to understand (91%, up from 82%); and

made them stop and think (75%, up from 54%).

Self-identification with the television advertisement was notably higher among the primary target audience, with a significantly higher proportion reporting that the advertisement ‘related to them’ (46% agreed or strongly agreed, compared with 13% of those in the broader audience).

Figure 55: Opinions of the Quit for You Quit for Two television advertisement(Base: Respondents exposed to the advertisement)

1219

2325

1315

1312

1314

613

77

64

810

5476

5966

3860

3142

2535

3635

1932

2727

1417

164

116

2813

2221

3625

2227

2824

4441

3731

18

63

2112

3421

2320

3421

4532

1919

3930

3

36

5

5

49

212

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











Is believable

Was easy to understand

Makes me stop and think

Makes me feel worried about my smoking

Makes me more likely to try to quit

Taught me something new

Makes me feel uncomfortable

Doesn’t affect me

Relates to me

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Similar to the television advertisement, the Quit for You Quit for Two print advertisements were mostly seen as (see Figure 56):

easy to understand (96%, up from 86% following Burst 1);

believable (91%, up from 67%); and

thought-provoking (76%, up from 50%).

Figure 56: Opinion of the Quit for You Quit for Two print advertisements(Base: Respondents exposed to the advertisement)

1322

1118

813

77

97

47

56

55

2

7374

5673

4263

2647

2840

2831

2030

2023

1316

9

175

3217

4133

3033

3933

3629

3837

5156

53

153

177

2312

3115

2725

3430

3631

2422

2

25

5

66

4

105

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












Is believable





Relates to me


Doesn’t affect me

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The vast majority of respondents exposed to Quit for You Quit for Two radio advertisement agreed or strongly agreed that the ad was believable (91%, unchanged since Burst 1) and easy to understand (89%, down from 98% at Burst 1) (see Figure 57).

Respondents in the primary target audience who recalled hearing the Quit for You Quit for Two radio advertisement (n=37) were significantly more likely to indicate that the radio advertisement:

made them more likely to quit (68%, compared with 45% of those in the broader audience who were exposed to the radio advertisement);

related to them (51%, compared with 25%); and

taught them something new (50%, compared with 28%).

Figure 57: Opinion of the Quit for You Quit for Two radio advertisement7

(Base: Respondents exposed to the advertisement)20

7

1915

113

118

107

2

5

92

7085

7974

5361

5146

4946

5534

4830

2725

613

67

2

3023

2120

2535

2636

2632

3234

5552

32

29

713

1624

1611

1925

1726

3236

2330

2

3

98

2

165

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











Is believable






Relates to me


Doesn’t affect me

7 Results for Burst 1 should be treated with caution due to the low number of respondents (n=35).

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Overview: Overall, the Quit for You Quit for Two campaign continued to deliver a robust level of call-to-action, with around one in two (48%) of those exposed indicating that they had taken some action toward quitting or reducing smoking as a result of exposure to the campaign. The response to the campaign was stronger among smokers and recent quitters in the primary target audience (57%, compared with 43% of the broader audience exposed).The majority (72%) of those who had seen/ heard the Quit for You Quit for Two campaign indicated that they were intending to take action in the next month as a result of their exposure to the campaign.

Almost half (48%) of respondents exposed to the Quit for You Quit for Two campaign indicated that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign (consistent with 50% following Burst 1). As shown in Figure 58, such actions typically included:

considering quitting (36%, up from 21% following Burst 1); and

reducing the amount smoked (12%, broadly consistent with 19%).

Figure 58: Actions taken as a result of exposure to the Quit for You Quit for Two campaign (Base: Respondents exposed to the campaign) (Multiple response)

21%

19%

7%

4%

3%

1%

1%

3%

3%

2%

50%

36%

12%

5%

4%

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1%

<1%

<1%

3%

52%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Considered quitting

Cut down the amount I smoke


Discussed smoking and health with my partner/ family/ friend

Changed the type of cigarettes I smoke

Rang the Quitline

Asked my doctor for help to quit

Began taking NRT, or other pharmaceutical stop smoking product

Read "how to quit" literature

Asked my pharmacist/ other health professional for advice on quitting

Downloaded Quit for You Quit for Two app


Other

Done nothing


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Respondents in the primary audience were more likely to have taken action as a result of the campaign than those in the broader audience (57%, compared to 43%) (see Figure 59). These respondents commonly:

considered quitting (26%, lower than 42% for the broader audience);

cut down the amount they smoke (18%, slightly but not significantly higher than 9%); and

stopped/ quit smoking (10%, higher than 2%).

Figure 59: Actions undertaken as a result of exposure to the Quit for You Quit for Two campaign – by audience type

(Base: Respondents exposed to the campaign) (Multiple response)

26%

18%

10%6%

1%

4%

1%

2%1%

1%

1%8%

43%

42%9%

2%

2%3%

3%

1%

57%

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

Considered quitting



Discussed smoking and health with my partner/ family/ friend


Rang the Quitline

Asked my doctor for help to quit

Began taking NRT, or other pharmaceutical stop smoking product

Read "how to quit" literature

Asked my pharmacist/ other health professional for advice on quitting

Downloaded Quit for You Quit for Two app


Other

Done nothing

Primary target audience (n=94) Broader audience (n=67)

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A large majority (72%) of those exposed to the campaign were intending to take further action in the next month as a result of their exposure to the campaign (up from 56% following Burst 1) (see Figure 60). Most commonly, respondents indicated that they were intending to:

consider quitting (40%, up from 19% following Burst 1);

stop smoking or continue not to smoke (11%, consistent with 12%); and

reduce the number of cigarettes they smoked (11%, broadly in line with 16%).

Figure 60: Actions planned in the next month as a result of exposure to the Quit for You Quit for Two campaign


19%

12%

16%

5%

1%

3%

7%

1%

2%

44%

40%

11%

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28%

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

Consider quitting

Stop/ quit smoking/ continue not to smoke

Reduce the number of cigarettes I smoke

Discuss smoking and health with my partner/ family/ friend

Call the Quitline

Ask my doctor for help to quit

Download other quitting apps


Change the type of cigarettes I smoke

No intentions


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Respondents in the primary and broader target audiences were equally likely to plan to take further action as a result of the campaign in the next month (72% among both). As illustrated in Figure 61, such actions commonly included:

consider quitting (28% of respondents in the primary target audience, lower than 48% of those in the broader audience);

stop smoking or continue not to smoke (12%, consistent with 11%); and

reduce the number of cigarettes they smoke (15%, broadly in line with 9%).

Figure 61: Actions planned in the next month as a result of exposure to the Quit for You Quit for Two campaign – by audience type


28%

12%

15%

4%

3%

4%

2%

1%

1%

28%

48%

11%

9%

3%

3%

1%

1%

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

Consider quitting

Stop/ quit smoking/ continue not to smoke

Reduce the number of cigarettes I smoke

Discuss smoking and health with my partner/ family/ friend

Call the Quitline


Download other quitting apps


Change the type of cigarettes I smoke

No intentions


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III. Indirect measures of campaign impact – Attitudes and awareness

A. Attitudes towards smoking and quitting

Overview: Following Burst 2, widespread improvements were recorded in positive attitudes towards smoking and quitting. Pro-quitting sentiment was particularly prevalent among those exposed to the Quit for You Quit for Two campaign, suggesting that the campaign had an impact on attitudes towards smoking and quitting among the Aboriginal and Torres Strait Islander audience.

Motivation/ confidence towards quitting

Following the second burst of Quit for You Quit for Two campaign activity, there was a significant increase in smokers’ motivation levels towards quitting (see Figure 62), with significant increases recorded in agreement that:

there is support and tools available to help you quit and remain smoke-free (78%, up from 64% following Burst 1); and

they are eager for a life without smoking (63%, up from 48%).

Consistent with Burst 1, sizeable proportions of smokers were confident about their ability to quit if they wanted to (52%, consistent with 47% following Burst 1) and reported that they had been thinking a lot about quitting recently (49%, consistent with 42%).

Figure 62: Motivation/ confidence towards quitting – by burst(Base: Respondents who smoke)

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remain smoke-free



You've been thinking a lot about quitting recently

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As illustrated in Figure 63, exposure to the Quit for You Quit for Two campaign was positively correlated with motivation/ confidence towards quitting among smokers, including:

desire for a life without smoking (71% of those exposed to the campaign agreed or strongly agreed, compared to 55% of those not exposed);

confidence in own ability to quit if they wanted (57%, compared to 47%); and

consideration of quitting (59%, compared to 38%).

Figure 63: Motivation/ confidence towards quitting – by campaign exposure(Base: Respondents who smoke)

27

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19

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Exposed (n=146)

Not exposed (n=132)

Exposed (n=146)

Not exposed (n=132)

Exposed (n=146)

Not exposed (n=131)

Exposed (n=146)

Not exposed (n=132)



remain smoke-free



You've been thinking a lot about quitting recently

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Burst 2 of the Quit for You Quit for Two campaign saw widespread improvements in positive attitudes towards smoking and quitting (see Figure 64), including:

‘If you want to quit smoking you should never give up trying’ (90%, up from 78% following Burst 1);

‘Quitting will reduce your risk of sickness caused by smoking’ (86%, up from 76%);

‘It's never too late to quit smoking’ (84%, up from 77%);

‘There are many benefits to quitting smoking’ (84%, up from 73%); and

‘Smoking is widely disapproved of in my community’ (33%, up from 19%).

Following Burst 2, respondents were significantly less likely to agree or strongly agree that the rewards of smoking outweigh the negative ones (15%, down from 31%), although they were also less likely to perceive quitting smoking as easy (11%, down from 16%).

Figure 64: Attitudes toward smoking and quitting – by burst(Base: All respondents)

3140

2333

2731

2735

36

84

53

4750

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









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




Smoking is widely disapproved of in my community



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Figure 65 shows that respondents exposed to the campaign were significantly more likely to hold pro-quitting attitudes such as:

‘If you want to quit smoking you should never give up trying’ (96% agreed or strongly agreed, compared to 83% of those not exposed to the campaign);

‘It's never too late to quit smoking’ (89%, compared to 80%); and

‘Quitting will reduce your risk of sickness caused by smoking’ (90%, compared to 81%).

Figure 65: Attitudes toward smoking and quitting – by campaign exposure(Base: All respondents)

3347

2241

2541

3040

93

52

34

6336

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1531

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

Exposed (n=168)Not exposed (n=161)








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




Smoking is widely disapproved of in my community



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B. Awareness of benefits of quitting smoking

Overview: Improved fitness/ general health and financial savings continued to be the most widely nominated (unprompted) benefits of quitting smoking.

Over half of respondents felt that they would benefit financially and health-wise from quitting smoking or continuing not to smoke. However, exposure to the Quit for You Quit for Two campaign was not associated with more positive perceptions of financial and health related benefits of not smoking.

Consistent with findings from Burst 1 evaluation research, respondents were most likely to nominate (unprompted) improved fitness/ general health (62%) and financial savings (57%) as benefits of quitting smoking. As shown in Figure 66, other commonly mentioned benefits included:

endorsement from kids/ family (27%, up from 18% following Burst 1);

improved lung function/ breathing (21%, consistent with 19%); and

decreased risk of cancer (19%, consistent with 23%).

Figure 66: Unprompted awareness of benefits of quitting – by burst(Base: All respondents) (Multiple response – top 10 responses shown)

58%

60%

18%

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62%

57%

27%

21%

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10%

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




Improved lung function/ breathing



Not being a bad role model to others in the family orcommunity

Decreased risk of premature death/ less likely to die

Decreased risk of other diseases/ illness/ getting sick

No benefits


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Following Burst 2, over half of respondents felt that quitting smoking or continuing not to smoke would benefit them significantly financially (64% ‘extremely’ or ‘very much’, up from 46% following Burst 1) and health-wise (59%, consistent with 56%).

As illustrated in Figure 67, smokers and recent quitters were substantially different in their views, with recent quitters generally more likely to report that not smoking was ‘extremely’ or ‘very much’ beneficial to their finances and health.

Figure 67: Perceived level of financial & health benefits from not smoking(Base: All respondents)

1927

1436

1828

1924

1640

1926

2535

4146

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6749

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2520

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147

99

2

88

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2013 Burst 1 Smokers (n=271)2013 Burst 2 Smokers (n=280)

2013 Burst 1 Quitters (n=57)2013 Burst 2 Quitters (n=46)


2013 Burst 1 Smokers (n=261)2013 Burst 2 Smokers (n=279)

2013 Burst 1 Quitters (n=56)2013 Burst 2 Quitters (n=46)





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Overall, exposure to the Quit for You Quit for Two campaign was not associated with significant differences in respondents’ perceptions of financial and health related benefits of not smoking (see Figure 68).

Figure 68: Perceived level of financial & health benefits from not smoking – by campaign exposure


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Exposed (n=167)

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Exposed (n=165)

Not exposed (n=160)




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Overview: Awareness of the potential health-related effects of smoking was high, with at least three in four respondents reporting awareness of all of the health effects of smoking listed in the evaluation survey. The vast majority (90%, up from 82% following Burst 1) of respondents were aware that smoking while pregnant could result in increased harm to the baby. Awareness of this aspect was slightly, but not significantly, higher among those exposed to the Quit for You Quit for Two campaign (92%, compared with 88% of those not exposed).

Prompted awareness of health effects of smoking

Awareness of the health-related effects of smoking (listed in the survey) was widespread, and significantly higher among respondents to the Burst 2 evaluation survey (see Figure 69).

In relation to the negative effects of smoking whilst pregnant, nine in ten respondents (90%) were aware that smoking while pregnant could result in increased harm to the baby (up from 82% following Burst 1). Awareness of this negative effect of smoking was only slightly, but not significantly, higher among those exposed to the Quit for You Quit for Two campaign (92%, compared with 88% of those not exposed).

Figure 69: Awareness of health effects of smoking – by burst(Base: All respondents)

9498

8595

8693

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7087

5776

114

5

56

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1911

5

4

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134

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%







Yes No Don't know

Increased risk of harm to baby if pregnant

Increased risk of stroke

Illness and death in non-smokers

Trouble breathing

Heart disease/ Heart attack

Lung cancer

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IV. Indirect measures of campaign impact – Behaviours, experiences and beliefs

A. Intention to quit smoking and intended timing of quit attempt

Overview: Following the second burst of the Quit for You Quit for Two campaign activity, intention to quit smoking was higher among Aboriginal and Torres Strait Islander smokers (56%, compared to 43% following Burst 1), and particularly among those exposed to the Quit for You Quit for Two campaign (74% compared to 35% of those not exposed). However, similar to Burst 1, exposure to the campaign did not impart a sense of urgency among those intending to quit, with the majority remaining non-committal about their intended timing of quitting.

After Burst 2, smokers were significantly more likely to indicate that they intended to quit smoking (56%, compared to 43% following Burst 1) (see Figure 70).

Among those intending to quit, only a small proportion reported intentions to do so in the next month (14%, broadly consistent with 19% following Burst 1). Over half (56% ‘sometime in the future, beyond 6 months’ or ‘don’t know’, in line with 57% following Burst 1) of these respondents were non-committal in relation to when they were intending to quit smoking.

Figure 70: Intention and timing to quit smoking – by burst(Base: Respondents who smoke/ smokers who intend to quit)

43

56

30

31

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14

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30

47

48

27

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%







(among smokers)



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Smokers exposed to the Quit for You Quit for Two campaign were substantially more likely to indicate that they intended to quit smoking, in comparison to those not exposed (74% compared to 35%) (see Figure 71).

As was the case in Burst 1, among those intending to quit, campaign exposure was not associated with a greater sense of urgency to do so in the near future.

Figure 71: Intention and timing to quit smoking – by campaign exposure(Base: Respondents who smoke/ smokers who intend to quit)

74

35

16

47

14

14

25

43

54

32

11

17

7

11

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Exposed (n=145)

Not exposed (n=132)

Exposed (n=103)

Not exposed (n=46)



(among smokers)



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Overview: Respondents displayed an increased understanding of the negative impact that smoking has had on their health and quality of life, with the vast majority acknowledging the possibility of becoming ill in the future from smoking. However, the results did not show a significant link between campaign exposure and respondents’ perceptions.

Respondents to the Burst 2 evaluation survey had an increased understanding of the negative impact that smoking has had on their health, with more than seven in ten respondents (73%, up from 62% at Burst 1) acknowledging that smoking had diminished their quality of life (see Figure 72). This increase was most notable amongst recent quitters (81% following Burst 2, compared to 56% following Burst 1).

Figure 72: Perceived impact of smoking on quality of life – by burst and smoking status(Base: All respondents)

2

2

15

11

4

2

35

27

27

7

33

25

49

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%







Improved it greatly Improved itNeither improved nor lowered your quality of life Lowered itLowered it greatly

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Almost half of respondents (48%) acknowledged that their own health had been damaged by smoking ‘a great deal’ or ‘a fair amount’. Respondents were comparatively less likely to recognise the impact that their smoking may have had on others (35% reported ‘a great deal’ or ‘a fair amount’ of damage).

As shown in Figure 73 and Figure 74, campaign exposure was not associated with higher perceived level of damage to own and others’ health8.

Figure 73: Perceived level of health damage to self - by campaign exposure(Base: All respondents)

13

32

23

26

25

26

52

35

43

9

8

8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=160)

Not Exposed (n=160)



Figure 74: Perceived level of health damage to others - by campaign exposure(Base: All respondents)

5

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18

45

24

35

34

26

30

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=162)

Not Exposed (n=147)



8 Further analysis suggested that these results be due to the sample cohort not exposed to the campaign having a higher proportion of:

those with existing medical conditions (64% of those not exposed reporting having at least one medical condition listed in the survey, compared with 37% of those exposed); and

heavier daily smokers (30% of daily smokers in the not exposed group smoked more than 20 cigarettes per day, compared with 11% of those in the exposed group).

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The vast majority of respondents recognised the possibility of becoming ill in the future from smoking, with almost nine in ten (87%, up from 81% following Burst 1) judging the chances of getting ill as 50/ 50 or higher (see Figure 75).

Perceptions of the likelihood of getting ill from smoking varied widely between smokers and recent quitters, with smokers considerably more likely to believe that they would develop a smoking-related illness in the future (60%, compared to 21% for recent quitters).

Figure 75: Chance of getting ill from smoking – by burst and smoking status(Base: All respondents)

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%








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Furthermore, most (83%) respondents were at least ‘a little’ worried about the possibility of future health damage caused by smoking (see Figure 76).

As was the case for perceptions relating to damage caused by smoking to own and others’ health, campaign exposure was not associated with a greater level of worry in relation to any future smoking-related damage9.

Figure 76: Level of worry that smoking will damage health in the future - by campaign exposure


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34

26

30

18

16

17

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=165)

Not Exposed (n=161)



9 Please see footnote on page 44

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V. Media consumption and favourite media

A. Media consumptionAs shown in Figure 77, consumption of mainstream media was widespread among Aboriginal and/ or Torres Strait Islander respondents, with the majority engaging with mainstream television, radio and print media at least occasionally. Despite their comparatively lower consumption of Indigenous media, National Indigenous Television (NITV) was popular among this audience, and especially those residing in metropolitan areas.

Figure 77: Media consumption(Base: All respondents)

5461

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metro (n=147)Non metro (n=183)











Watch commercial free-to-air television channels 9, 7, 10, or SBS

Use the Internet

Read newspapers

Watch National Indigenous Television

Read Indigenous newspapers or magazines

Listen to commercial radio stations

Read magazines

Watch Indigenous community television

Listen to Indigenous radio stations

Watch Pay TV channels

Almost all Aboriginal and/ or Torres Strait Islander respondents indicated that they watched commercial free-to-air television (99% in both metropolitan and non-metropolitan areas). Consumption of free-to-air television was broadly consistent across the primary and broader target audiences (99% of both watched commercial free-to-air television at least occasionally; 64% of the primary target audience reported daily viewing, broadly consistent with 55% of the broader audience).

Although less commonly consumed than commercial free-to-air television, NITV was watched at least occasionally by the majority of respondents, and particularly those in metropolitan locations (69% in metropolitan areas, compared with 60% in non-metropolitan areas). Daily viewing of NITV was especially more prevalent in metropolitan areas (20%, compared with 8% in non-metropolitan areas). Furthermore, the primary target audience was more likely to report watching NITV (71% reported watching NITV at least occasionally,

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compared with 61% of the broader audience), with two in five reporting that they view it at least a few times a week (42%, compared with 33% of the broader audience).

Much smaller proportions of metropolitan and non-metropolitan respondents reported watching Indigenous community television (33% and 37%, respectively). Consumption of Indigenous community television was however, more pronounced among the primary target audience (42% of the primary target audience reported watching it at least ‘once a month or less’, compared with 32% of the broader audience) – mostly due to their higher infrequent viewing (26% of the primary target audience reported watching it ‘a few times a week’ or ‘a few times a month’, compared with 15% of the broader audience). Daily consumption was low across both the primary and broader target audiences (4% for the primary target audience and 7% for the broader audience).

Consumption of Pay TV was slightly higher than that of Indigenous community television and broadly consistent across metropolitan and non-metropolitan areas (42% in metropolitan areas watched Pay TV at least occasionally, broadly consistent with 35% in non-metropolitan areas). The primary and broader target audiences reported similar levels of Pay TV viewing (35% of the primary target audience watched Pay TV at least ‘once a month or less’, consistent with 40% of the broader audience; 15% of the primary target audience reported daily consumption, consistent with 16% of the broader audience).

Usage of the internet was widespread, with the vast majority reporting at least occasional usage (83% use it at least ‘once a month or less’ in metropolitan areas, and 88% in non-metropolitan areas). Frequent usage (‘daily’ or ‘a few times a week’) was more widespread among non-metropolitan respondents (80%, compared with 66% in metropolitan areas). Overall, internet usage was consistent across the primary and broader target audiences (84% of the primary target audience reported at least some usage of the internet, consistent with 87% of the broader audience; 47% of both audience types reported using the internet daily).

Newspaper readership was more common in metropolitan areas, both in terms of overall and daily consumption (84% of those in metropolitan areas reported reading newspapers at least ‘once a month or less, compared with 74% of those in non-metropolitan areas; 22% of metropolitan respondents reported daily reading of newspapers, compared with 10% in non-metropolitan areas). Moreover, consumption of mainstream newspapers was broadly consistent across the primary and broader target audiences (74% of the primary target audience reported reading newspapers at least ‘once a month or less’, broadly consistent with 82% of the broader target audience; 16% of both audiences reported reading newspapers on a daily basis).

Over half of respondents reported reading magazines (64% in metropolitan areas and 55% in non-metropolitan areas), with significant proportions indicating that they do so ‘a few times a month’ (27% in metropolitan areas and 22% in non-metropolitan areas). Not surprisingly, consumption of magazines was notably more prevalent among the primary target audience (71% of the primary target audience read magazines at least occasionally, compared with 54% of the broader audience).

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Although less commonly consumed than mainstream newspapers and magazines, Indigenous newspapers and magazines were read by the majority of respondents (61% in metropolitan areas reported reading them at least ‘once a month or less’, consistent with 59% in non-metropolitan areas). Consumption of Indigenous print media was broadly consistent across the primary and broader target audiences (61% of the primary target audience reported reading Indigenous print at least occasionally, consistent with 59% of the broader audience).

Consumption of commercial radio was markedly more pronounced in metropolitan areas, both in relation to overall and daily consumption (72% of metropolitan respondents listened to the radio at least occasionally, compared with 57% of non-metropolitan respondents; 43% of metropolitan respondents listened to the radio on a daily basis, compared with 12% of non-metropolitan respondents).

Relative to commercial radio consumption, a comparatively lower proportion of respondents reported listening to Indigenous radio stations. Those in metropolitan areas were more likely to listen to the Indigenous radio both in general and on a daily basis (54% in metropolitan areas listened at least ‘once a month or less’, compared with 42% in non-metropolitan areas; 13% in metropolitan areas listened on a daily basis, compared with 6% in non-metropolitan areas)10. Consumption of Indigenous radio did not vary significantly across the primary and broader target audiences (50% of the primary audience listened at least occasionally, consistent with 47% of the broader audience; 11% of the primary target audience listened daily, consistent with 8% of the broader audience).

10 It is worth noting that despite higher levels of commercial and Indigenous radio consumption among metropolitan audiences, exposure to the Quit for You Quit for Two radio advertisement did not vary significantly across metropolitan and non-metropolitan areas. Moreover, among those exposed to the radio advertisement, a significant proportion indicated that they had heard it on Indigenous radio.

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Consumption of catch-up TV online was limited, particularly in non-metropolitan areas (see Figure 78).

Figure 78: View catch-up TV on the internet(Base: All respondents)

13

4

8

87

96

92

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metro (n=138)

Non metro (n=183)


Yes No

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B. Favourite TV programsAround one in four respondents identified Home and Away (29%) and the News (27%) as their favourite TV programs to watch (see Figure 79).

Figure 79: Favourite TV programs (top 10)(Base: Respondents who watch TV, n=327) (Multiple response)

29%

27%

9%

9%

8%

8%

8%

7%

5%

5%

0% 5% 10% 15% 20% 25% 30% 35%

Home and Away

News

AFL

Neighbours

Movies

Footy Show

The Simpsons

The Block

Sunrise

Football

Table 4: Channel and day when program watched (top 10 programs)TV Program Channel/ Day mostly watchedHome and Away Channel 7. Weeknights.News Most popular Channel 7, then Channel 9 & 10. Mostly daily.AFL Channel 7 and 9. Various days during the week.Neighbours Channel 11. Weeknights.

Movies Channels were mostly unspecified. Various days during the week whenever movies are on.

Footy Show Channel 9/ WIN. Thursdays.The Simpsons Channel 10 and 11. Weekdays.The Block Channel 9. Weeknights.Sunrise Channel 7. Weekday mornings.Football Channel 7 and 9. Various days during the week.

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C. Favourite websitesAs shown in Figure 80, the most popular websites among respondents who used the internet were Facebook (80%), YouTube (48%) and Google (37%).

Figure 80: Favourite websites (top 10)(Base: Respondents who use the internet, n=279) (Multiple response)

80%

48%

37%

8%

7%

6%

6%

3%

3%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Facebook

YouTube

Google

Hotmail

eBay

NineMSN

Gumtree

Centrelink

NRL

Myspace

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D. Favourite magazinesWomen’s general interest magazines were among the most popular magazines read by respondents, led by That’s Life (18%), Women’s Weekly (16%), Take 5 (14%) and New Idea (14%).

Figure 81: Favourite magazines (top 10)(Base: Respondents who read any magazine, n=211) (Multiple response)

18%

16%

14%

14%

11%

8%

6%

5%

5%

5%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

That's Life

Woman's Weekly

Take 5

New Idea

Woman's Day

Zoo

NW

Dolly

Koori Mail

Who

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E. Suggested placements for advertisementsAs shown in Figure 82, advertising via commercial free-to-air TV was the most commonly suggested option for reaching pregnant women and encouraging them not to smoke. Non-metropolitan respondents were generally more likely to suggest mass media advertising placement compared to metropolitan areas (including commercial free-to-air TV, online, magazines and newspapers).

Overall, the primary target audience was more likely to mention the following channels:

doctor’s office/ doctor’s surgery/ health clinics (29%, compared with 15% of the broader audience);

Magazines (28%, compared with 17%);

NITV (18%, compared with 6%); and

Indigenous magazines or newspapers (12%, compared with 6%).

Figure 82: Advertisement placements to encourage pregnant women not to smoke – by region

(Base: All respondents) (Multiple response)57%

39%13%

18%10%

22%14%

6%4%

12%12%12%

9%11%

2%28%

69%28%

26%24%

18%18%

13%12%

9%9%8%

7%7%6%

12%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Commercial free-to-air TV channels


Newspapers

Magazines

Online

Doctor's office/ doctor's surgery/ health clinic


Pay TV channels

Indigenous community television

Indigenous radio stations

National Indigenous Television

Shops and shopping centres

Indigenous newspapers or magazines

Hospital

Public toilets

Other

Metro (n=146) Non metro (n=177)

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VI. ConclusionsBurst 2 of Phase 3 of the Quit for You Quit for Two campaign effectively reached and communicated its key messages to Aboriginal and Torres Strait Islander Australian smokers and recent quitters. The campaign achieved stronger reach among those in the primary target audience.

Key message take-out was strong with the key campaign tagline ‘Quit for You Quit for Two’ featuring prominently in unprompted mentions of the messages derived from the advertisements. The research found no evidence of significant campaign wear-out with perceptions of the campaign advertisements being consistently positive, as a result of a majority of respondents finding them believable, easy to understand and thought-provoking.

Burst 2 of the Quit for You Quit for Two campaign delivered a robust call-to-action among Aboriginal and Torres Strait Islander smokers and recent quitters. Almost half of those exposed to the advertising indicated that they had taken at least one action in relation to quitting/ reducing smoking as a result of seeing the campaign advertisements, whilst a substantial majority were intending to take further actions in the next month (whether or not they had taken action previously). In relation to actions taken, the response to the campaign was significantly stronger among smokers and recent quitters in the primary target audience.

Those exposed to the Quit for You Quit for Two campaign were generally more positive in their attitudes and intentions towards quitting, including increased consideration and intentions of quitting smoking.

These research findings suggest that further Quit for You Quit for Two campaign activity is likely to continue prompting positive attitudinal and behavioural changes among Aboriginal and Torres Strait Islander audiences.

The research findings and ORIMA’s previous Indigenous media consumption studies indicate that greater reach in non-metropolitan areas could be achieved via:

Deploying a higher level of television media buy (Indigenous and non-metropolitan commercial television);

Deploying a higher level of print media buy focusing on mass circulation women’s magazines, local/ community papers and Indigenous publications (particularly Koori Mail, National Indigenous Times, Deadly Vibe and Tracker);

Deploying a higher level of Indigenous radio media buy (including Indigenous community stations); and

Disseminating leaflets/ pamphlets via medical clinics and Indigenous community organisations.

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CULTURALLY AND LINGUISTICALLY DIVERSE AUDIENCES COMPONENT

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II. Demographic and behavioural profile of respondents

The demographic and behavioural profile of respondents varied marginally to that for the previous campaigns in Burst 1 in 2013, 2012 and 2011. In this burst, there was a higher proportion of the primary target audience.

The basic demographic characteristics of respondents to the 2013 Burst 2 survey are presented below.

Primary target audience (26%): Female respondents who were pregnant or had (a) previously been pregnant, or (b) not been pregnant but were open to becoming pregnant in the next two years.

Broader target audience (74%): All respondents (including male respondents) who did not fit into the primary target audience.

Smokers: Currently smoke cigarettes at least once a week.

Recent quitters (also referred to as ‘quitters’): Quit smoking cigarettes at least weekly in the past 12-months.

Table 5: Basic demographic profile of respondents11


Demographic

Primary Target

Audience (n=90; 26%)

Broader Audience

(n=260; 74%)

Smokers (n=302;

86%)

Recent Quitters (n=48; 14%)

Overall (n=350)

Has children living in same household 47% 31% 35% 31% 35%

Have existing health conditions 17% 13% 14% 10% 14%

Age18-24 years old 11% 41% 34% 29% 33%25-29 years old 28% 30% 29% 29% 29%30-34 years old 36% 17% 21% 25% 21%35-40 years old 26% 13% 16% 17% 16%IncomeLess than $60,000 21% 17% 17% 21% 18%$60,000 to less than $120,000 46% 56% 54% 48% 53%

$120,000 or more 33% 28% 29% 31% 29%GenderMale Nil 53% 42% 25% 40%Female 100% 47% 58% 75% 60%EducationSecondary 26% 41% 37% 35% 37%

11 Includes n=1 currently pregnant smokers and n=5 currently pregnant recent quitters

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educated or lessAt least some post-secondary school education

74% 59% 63% 65% 63%

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III. Campaign awareness and direct measures of campaign impact

Overview: Unprompted awareness of the Quit for You Quit for Two campaign increased significantly between Burst 1 and Burst 2 of the campaign, with 3% of respondents spontaneously mentioning an element of the campaign (compared to none following Burst 1).

Prompted campaign recognition of the Quit for You Quit for Two campaign also improved significantly between the two bursts, with more than a quarter of respondents (27%) indicating that they recognised at least one of the campaign advertisements, up from 19% following Burst 1. Campaign recognition was significantly higher amongst the primary target audience for the campaign (40%) when compared to the broader audience (23%).

Unprompted recall of the previous CALD campaign remained at a high level, despite the CALD advertisements not running in Burst 2. This indicates that the campaign advertisements were memorable and the campaign impact has been persistent. Overall, 11% of respondents reported exposure to CALD advertisements or information, only slightly (but not significantly) lower than 15% following Burst 1.

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A. Recall of campaign advertisementsGeneral and campaign-specific unprompted awareness remained consistent between Burst 1 and Burst 2: the vast majority (81% overall, unchanged compared to 2013 Burst 1) of smokers (82%) and recent quitters (77%) reported exposure to information or advertisements relating to the dangers of smoking in the past six months (see Figure 83 and Figure 84, overleaf).

Following the second burst of campaign activity, unprompted recall of the Quit for You Quit for Two campaign increased (3%, compared to nil following Burst 1).

Unprompted recall of elements from the CALD campaign remained relatively steady between Burst 1 and Burst 2, despite the CALD elements not running in Burst 2. Just over one in ten (11%, slightly but not significantly down from 15% following Burst 2) spontaneously mentioned at least one of the CALD advertisements.

Figure 83: Unprompted awareness of advertisements(Base: All respondents)

81%

81%

15%

11%

14%

11%

12%

10%

2%

1%

1%

1%

1%

<1%3%

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

2013 Burst 2Overall(n=350)



All CALD Ad

Any Health Benefits Ad

Health Benefits Print Ad

Health Benefits Radio Ad

Family Ad

Money Ad

Quit for you-Quit for two

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Figure 84: Unprompted awareness of advertisements – by smoking status(Base: All respondents)

81%

77%

82%

10%

19%

11%

9%

19%

11%

8%

19%

10%

1%

1%

1%

1%

<1%

<1%

3%

4%

3%

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


2013 QuittersBurst 2 (n=48)

2013 SmokersBurst 2(n=302)


All CALD Ad

Any Health Benefits Ad

Health Benefits Print Ad

Health Benefits Radio Ad

Family Ad

Money Ad

Quit for you-Quit for two

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Overall, Burst 2 of the Quit for You Quit for Two campaign achieved an effective reach of 27% among CALD audiences, which was significantly higher than that recorded following Burst 1 (19%).

Following Burst 2, there was a significant increase in prompted recognition amongst both smokers and recent quitters:

25% of smokers and 40% of recent quitters recognised at least one element of the campaign in Burst 2, compared to 19% for both cohorts following Burst 1.

Figure 85: Exposure to any element of the campaign (prompted recognition)(Base: All respondents)

1925

1940

1927

8175

8160

8173

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2013 Smokers Burst 1 (n=288)2013 Smokers Burst 2 (n=302)

2013 Quitters Burst 1 (n=62)2013 Quitters Burst 2 (n=48)

2013 Overall Burst 1 (n=350)2013 Overall Burst 2 (n=350)

Exposed Not exposed

Campaign recognition was significantly higher amongst the primary target audience (40%), compared to the broader target audience (23%) (see Figure 86).

Figure 86: Exposure to any element of the campaign (prompted recognition) – by Audience Type


40

23

27

60

77

73

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



2013 Overall Burst 2 (n=350)

Exposed Not exposed

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Recognition of each of the Quit for You Quit for Two campaign elements is shown in Figure 87. Prompted recognition of the television and print advertisements increased significantly between Burst 1 and Burst 2:

14% of respondents indicated that they had seen the television advertisement in Burst 2, more than twice the proportion recorded following Burst 1 (6%); and

17% of respondents reported that they had been exposed to the print advertisement, compared to 9% following Burst 1.

Increased recognition was primarily driven by greater awareness among recent quitters. More than one in five recent quitters reported being exposed to the television and print advertisements (21% and 23% respectively).

Prompted recognition of the radio advertisement and the smartphone app remained low, with less than one in ten respondents reporting exposure to the radio advertisement (6%, consistent with 5% in Burst 1) and smartphone app (3%, consistent with 2% in Burst 1).

Low prompted campaign recognition (at the overall level) is not surprising considering that (a) the campaign material was in English and not distributed via CALD-specific media outlets, and (b) the campaign was specifically targeted at ‘at risk’ smokers or recent quitters, aged 16 – 40 who have been, are or planning to become pregnant, and who comprise only a subset of the broader CALD audience sampled.

Figure 87: Prompted recognition of Quit for You Quit for Two campaign elements(Base: All respondents)

6

14

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94

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97

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Exposed Not exposed

TV advertisement

Radio advertisement

Phone app

Print advertisement

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Prompted recognition of both the television and print advertisements was significantly higher amongst the primary target audience:

24% of the primary target audience were exposed to the television advertisement, substantially more than 11% of respondents from the broader audience; and

23% of the primary target audience were exposed to the print advertisement, significantly higher than 14% of respondents from the broader audience.

For both the radio advertisement and smartphone app, prompted recognition was marginally higher for the primary target audience compared to the broader audience.

Figure 88: Prompted recognition of Quit for You Quit for Two campaign elements – by Audience Type


24

11

23

14

9

5

6

2

76

89

77

86

91

95

94

98

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









Exposed Not exposed

TV advertisement

Radio advertisement

Print advertisement

Phone app

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Figure 89 shows the breakdown of unduplicated reach of the mass media components of the Quit for You Quit for Two campaign. There was limited overlap between the exposure to different elements of the campaign, with less than 1% of respondents indicating that they had been exposed to the television advertisement, the print advertisement, and the radio advertisement. Only 2% of respondents reported that they were only exposed to the radio ad, indicating that the radio advertisement played a minimal role in extending the campaign reach.

Figure 89: Unduplicated reach analysis(Base: All respondents)

TV only6%

Radio only2%

Print only9%

TV and Radio

2%

TV, Radio and Print

<1%TV and Print5%

Radio and Print1%

Total TV14%

Total Radio6%

Total Print 17%

None73%

App only1%

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Overview: Unprompted message take-out was strong for the Quit for You Quit for Two campaign ads, with the most common key message across all three campaigns being ‘Don’t smoke when pregnant’. The following messages also featured prominently: ‘You should not smoke during or before pregnancy as it affects the health of your baby’, ‘Quit smoking and give your baby a healthy start’, and ‘It’s worth fighting cravings for cigarettes when you’re pregnant’.

As shown in Figure 90, the leading unprompted message recalled among those respondents exposed to the Quit for You Quit for Two television advertisement was ‘Don’t smoke when pregnant’, which was mentioned by more than half of respondents. Other commonly derived messages included ‘You should not smoke during or before pregnancy as it affects the health of your baby’, ‘Quit smoking’, ‘Call the Quitline’ and ‘Smoking when pregnant is dangerous’.

Eight in ten respondents (80%) exposed to the television advertisement indicated that they had seen the television advertisement on TV, while 16% of respondents indicated that they had seen the television advertisement on the internet and 10% indicated that they had seen it ‘somewhere else’.



55%

27%

18%

14%

14%

14%

18%

52%

44%

16%

10%

10%

8%

6%

4%

4%

2%

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


You should not smoke during or before pregnancybecause it affects the health of your baby

Quit smoking

Call the Quitline

Smoking when pregnant is dangerous



Quitting improves oxygen flow around your bodyand to your baby

Quitting benefits you and your baby


2013 Overall Burst 1 (n=22) 2013 Overall Burst 2 (n=50)

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The key message take-out for the Quit for You Quit for Two print advertisement was consistent with that for the television advertisement, with almost three quarters of respondents (72%) of those exposed deriving the message ‘Don’t smoke when pregnant’. Other recalled messages were: ‘Quit smoking and give your baby a healthy start’ (24%) and ‘Quit for You Quit for Two’ and ‘Quit smoking’ (both 21%) (see Figure 91).

Figure 91: Unprompted message take-out for Quit for You Quit for Two print advertisement12

(Base: Respondents exposed to the advertisement, n= 58) (Multiple response)

72%

24%

21%

21%

12%

10%

5%

3%

3%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80%




Quit smoking


Smoking when pregnant increases the risk ofmiscarriage

It's twice as important to get the help you needwhen pregnant, or planning to be

If you smoke when pregnant toxic chemicals go intoyour baby including some proven to cause cancer

Call the Quitline

Smoking when pregnant deprives your baby ofoxygen

12 A question relating to unprompted message take-out from the print advertisement was not asked in the previous wave of research with this audience (due to the focus being on the CALD specific activity which occurred as part of Burst 1).

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Respondents exposed to the Quit for You Quit for Two radio advertisement typically derived the following messages: ‘Don’t smoke when pregnant’ (40%), ‘It’s worth fighting cravings for cigarettes when you’re pregnant’ (also 40%), and ‘You should not smoke during or before pregnancy because it affects the health of your baby’ (30%) (see Figure 92).

Figure 92: Unprompted message take-out for Quit for You Quit for Two radio advertisement13

(Base: Respondents exposed to the advertisement, n= 20) (Multiple response)

40%

40%

30%

25%

25%

20%

20%

15%

20%

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


It's worth fighting cravings for cigarettes whenyou're pregnant

You should not smoke during or before pregnancybecause it affects the health of your baby

Quitting smoking lowers the risk of miscarriageand/or other serious health problems for your baby


When you quit smoking, you get the toxins out ofyour system


Quit smoking

Other

13 A question relating to unprompted message take-out from the radio advertisement was not asked in the previous wave of research with this audience (due to the focus being on the CALD specific activity which occurred as part of Burst 1).

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Upon prompting, the vast majority of respondents exposed to any element of the Quit for You Quit for Two campaign recalled its key messages. As shown in Figure 93, more than nine tenths of those exposed to the campaign agreed that the Quit for You Quit for Two advertisements communicated the following:

You should quit smoking for your baby (95%);

Your smoking affects your unborn baby (93%); and

Every cigarette you smoke is damaging your unborn baby (91%).

Over four fifths of respondents (84%) also agreed that ‘There are many short and long term benefits to quitting smoking’ was a key campaign message.

Figure 93: Prompted message take-out for Quit for You Quit for Two campaign (Base: Respondents exposed to the campaign, n=96)

95

93

91

84

80

77

74

54

43

42

2

6

8

11

20

20

41

53

48

4

5

3

7

8

3

6

5

4

10

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Every cigarette you smoke is damaging your unbornchild

There are many short and long term health benefitsto quitting smoking

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

When you choose to quit smoking there is supportavailable

It's twice as important to get the help you needwhen pregnant, or planning to be

Call the Quitline

Use the 4Ds to help with cravings (delay, deepbreathe, do something else, drink water)

Download the Quit for You Quit for Two app

Yes No Don't know

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C. Opinions of campaign advertisements

Overview: Opinions of the Quit for You Quit for Two television advertisement, print and radio advertisements were generally positive: at least eight in ten respondents found the advertisements easy to understand and believable. In addition, over half of respondents agreed that each of these campaign advertisements were thought-provoking.

As shown in Figure 94, opinions of the Quit for You Quit for Two television advertisement were positive, with more than eight in ten respondents agreeing or strongly agreeing that the television advertisement was easy to understand (86%, consistent with Burst 1) and believable (84%, a slight decrease from Burst 1).

It should also be noted that more than half of respondents (52%, in line with Burst 1) indicated that the television advertisement made them stop and think while 46% (higher than Burst 1) felt that it made them feel worried about their smoking.

Respondents were also less likely to agree or strongly agree that the television advertisement didn’t affect them, with only 28% indicating this in Burst 2, a significant decrease from 56% in Burst 1. This finding reflects the fact that in Burst 2 there were more respondents who were part of the primary target audience for the campaign; they were therefore more likely to perceive that the advertisement was intended for them.

Figure 94: Opinion of Quit for You Quit for Two television advertisement(Base: Respondents exposed to the advertisement)

926

2316

914

58

910

56

148

510

6

7760

6868

3638

1438

5030

2334

1828

2722

5028

910

514

1826

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938

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1828

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3218

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2835

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54

1412

510

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%










Strongly Agree Agree Neither agree nor disagree Disagree Strongly disagree


Doesn't affect me



Is believable

Relates to me




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Figure 95 illustrates that ‘ease of understanding’ and ‘believability’ also received the highest level of agreement in relation to the Quit for You Quit for Two print advertisement, with over nine in ten respondents (both 93%) agreeing or strongly agreeing with these statements. Over half of respondents also agreed that the advertisement:

made them stop and think (55%); and

made them more likely to try to quit (53%).

Only one in five respondents (21%) were likely to indicate that the print advertisement made them feel uncomfortable.

Figure 95: Opinion of Quit for You Quit for Two print advertisement(Base: Respondents exposed to the advertisement, n= 58-57)

36

28

9

16

9

16

7

9

9

57

66

47

37

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Doesn't affect me



Is believable

Relates to me




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As shown in Figure 96, respondents exposed to the Quit for You Quit for Two radio advertisement were also most likely to agree that the advertisement:

was easy to understand (100%);

was believable (95%); and

made them stop and think (70%).

They were less likely to indicate that the advertisement didn’t affect them (30%).

Figure 96: Opinion of Quit for You Quit for Two radio advertisement(Base: Respondents exposed to the advertisement, n= 20)

35

30

25

20

15

10

15

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Doesn't affect me



Is believable

Relates to me




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Overview: Overall, Burst 2 of the Quit for You Quit for Two campaign delivered a moderate call-to-action, with a third of respondents (33%) exposed to the advertising indicating that they had taken at least one action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, a significant minority of respondents (42%) reported that they were intending to take further actions as a result of exposure to the campaign. Among respondents in the primary target audience who had been exposed to the campaign (n=36), two fifths had taken action as a result of exposure to the campaign (39%) or intended to take action (42%) in the next month.

Burst 2 of the Quit for You Quit for Two campaign delivered a moderate call-to-action among CALD smokers/ recent quitters, with a third of respondents (33%) reporting that they took action towards quitting/ reducing smoking as a result of exposure to the campaign.

As illustrated in Figure 97, nearly two fifths (39%) of the primary target audience reported that they had taken action as a result of seeing/ hearing the Quit for You Quit for Two advertisements, compared to 30% of the broader audience. In addition, close to one in ten of the primary target audience indicated that they had either quit smoking (8%) or cut down the amount that they smoked (8%) as a result of exposure to the campaign.

Figure 97: Actions taken as a result of exposure to Quit for You Quit for Two campaign – by audience type


14%

8%

8%

8%

6%

6%

3%

3%

3%

61%

13%

7%

2%

2%

2%

70%

Considered quitting



Set a date to give up smoking

Discussed smoking and health with my partner/friend/family


Downloaded the Quit for You Quit for Two app


Read how to quit literature

Accessed Quit information from a website

Visited the Quitnow website

Done nothing


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Furthermore, more than two fifths (42%) of those exposed to the Quit for You Quit for Two campaign were intending to take further action as a result of seeing the advertisements.

Figure 98 shows that almost a fifth of the primary target audience exposed to the campaign indicated that they intended to consider quitting (19%), while 14% of the primary audience intended to stop smoking in the next month as a result of seeing/ hearing these advertisements.

Figure 98: Actions planned in the next month as a result of exposure to Quit for You Quit for Two campaign – by audience type


19%

3%

14%

3%

3%

3%

58%

18%

13%

3%

5%

2%

2%

58%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Consider quitting

Reduce the quantity of cigarettes I smoke

Stop/ quit smoking

Discussed smoking and health with my partner/friend/family

Remain quit

Ring the Quitline


No intentions


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IV. Indirect measures of campaign impact – Attitudes and awareness

In Burst 2 evaluation, the impact of the Quit for You Quit for Two campaign 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 Quit for You Quit for Two 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.

A. Attitudes toward smoking and quitting

Overall: Smoker confidence/ motivation towards quitting smoking was broadly consistent after Burst 1 and Burst 2 of Phase 3 of campaign advertising. A large majority of smokers (84%) were aware that there are tools and support available to help them quit smoking and remain smoke-free. In addition, similar proportions of smokers in Burst 2 were motivated to quit smoking and confident that they could quit, when compared to Burst 1.

Attitudes to smoking and quitting remained positive following Burst 2 and broadly consistent with results in Burst 1. In particular, almost all respondents continued to agree that ‘There are many benefits to quitting smoking before and during pregnancy and following birth’ and ‘There are negative health impacts of smoking before and during pregnancy and around children’.

Comparisons between respondents exposed and not exposed to the Quit for You Quit for Two campaign suggested that exposure to the Quit for You Quit for Two campaign resulted in a positive shift in attitudes toward smoking and quitting.

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Motivation/ confidence to quitting

Figure 99 shows that motivation/ confidence towards quitting was broadly consistent after Burst 1 and Burst 2. A large majority of smokers (84%, similar to Burst 1) agreed or strongly agreed that ‘There is support and tools available to help you quit smoking and remain smoke-free’.

Similar proportions of respondents also agreed with each of the following statements:

You are eager for a life without smoking (72%, slightly up though not significantly from 67% in Burst 1);

You’ve been thinking a lot about quitting recently (59%, broadly consistent with 56% in Burst 1); and

You are confident could quit smoking if wanted to (57%, broadly in line with 59% in Burst 1).

Figure 99: Motivation/ confidence towards quitting(Base: Respondents who smoke)

18

18

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17

18

18

15

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51

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

2013 Smokers Burst 1 (n=288)












There is support and tools available to help quit and

remain smoke-free

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As shown in Figure 100, smokers exposed to the campaign were significantly more likely to agree they had been ‘Thinking a lot about quitting recently’ (69%, compared to 56% of not exposed) and were significantly more confident in their ability to quit smoking (66% of those exposed to the campaign were confident, compared to 54% of smokers not exposed).

Respondents exposed to at least one element of the campaign were also slightly more likely (not statistically significantly) to strongly agree that they were ‘Eager for a life without smoking’ (27%, compared to 19% of not exposed) and that ‘There is support and tools available to help you quit smoking and remain smoke-free’ (22%, compared to 17% of respondents not exposed).

Figure 100: Motivation/ confidence towards smoking – by campaign exposure(Base: Respondents who smoke)

22

17

27

19

25

16

21

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Exposed (n=77)

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Exposed (n=77)

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There is support and tools available to help quit and

remain smoke-free

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Figure 101 illustrates that agreement with positive statements about smoking and quitting that were introduced in Burst 1 remained high in Burst 2: nearly all respondents agreed that ‘There are many benefits to quitting smoking before and during pregnancy and following birth’ (98% for both bursts) and ‘There are negative health impacts of smoking before and during pregnancy and around children’ (97%, in line with 98% in Burst 1).

As shown in Figure 102 (overleaf), there was a significant increase in respondents who strongly agreed with the following statements:

Quitting will reduce their risk of sickness caused by smoking (35% strongly agreed in Burst 2, up from 29% in Burst 1); and

It is never too late to quit smoking (30%, an increase from 22%).

Figure 101: Attitudes towards smoking and quitting – highest level of agreement(Base: All respondents)

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There are many benefits to quitting smoking before and during pregnancy

and following birth

There are negative health impacts of smoking before and during pregnancy

and around children

Quitting smoking improves oxygen flow around your body and to your

baby

Quitting at any time during pregnancy decreases the risk of harm to the

unborn child

Passive smoking affects pregnant women and their unborn children

There are support and tools available to help smokers quit

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Figure 102: Attitudes towards smoking and quitting – high to moderate level of agreement(Base: All respondents)

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It's possible to quit smoking and remain a non-smoker

Smoking is widely disapproved of in Australia

You should not quit smoking when pregnant as the baby will suffer

withdrawal


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The impact of the Quit for You Quit for Two campaign on attitudes towards smoking and quitting is examined below.

The mean index score for respondents exposed to the Quit for You Quit for Two campaign (86) was significantly above that of respondents who were not exposed (82), suggesting that there may be a link between campaign exposure and attitudes towards smoking and quitting on an aggregate basis.

Figure 103: Attitudes toward smoking and quitting and pregnancy (pregnancy related questions)

– by campaign exposure

86

82

0 10 20 30 40 50 60 70 80 90 100

Exposed (n=96)

Not exposed (n=254)

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Figure 104 shows that respondents exposed to the campaign were significantly more likely to strongly agree with all the positive pregnancy related statements, including:

There are many benefits to quitting smoking before and during pregnancy and following birth (57% strongly agreed, compared to 42% of those not exposed to the campaign);

There are negative health impacts of smoking before and during pregnancy and around children (60% strongly agreed, compared to 41% of those not exposed); and

Quitting smoking improves oxygen flow around your body and to your baby (58% strongly agreed, compared to 38% of those not exposed).

However, respondents exposed to the campaign had similar disagreement to the statement ‘You should not quit smoking when pregnant as the baby will suffer withdrawals’ when compared with those not exposed.

Figure 104: Attitudes towards smoking and quitting – by campaign exposure (pregnancy related questions)


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Quitting smoking improves oxygen flow around your body and to

your baby

There are many benefits to quitting smoking before and during pregnancy

and following birth

There are negative health impacts of smoking before and during pregnancy

and around children

Quitting at any time during pregnancy decreases the risk of harm to the

unborn child

Passive smoking affect pregnantwomen and their unborn children

You should not quit smoking when pregnant as the baby will suffer

withdrawals

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B. Awareness of benefits of quitting

Overview: The two most cited benefits of quitting smoking (without prompting) remained unchanged between Burst 1 and Burst 2 with around two thirds of respondents mentioning improved fitness and other general health-related benefits and financial benefits.

Upon prompting, around two fifths of respondents acknowledged that quitting smoking or continuing not to smoke would benefit both their finances (37%) and their health (47%).Respondents who reported that they had been exposed to the Quit for You Quit for Two campaign were significantly more likely to believe that their health would benefit if they were to quit smoking, or continued not to smoke – these findings suggest that the Quit for You Quit for Two campaign resulted in increased awareness of the health benefits of quitting smoking.

Unprompted awareness of benefits of quitting

As shown in Figure 105, when asked about the benefits of quitting smoking, most respondents cited two main benefits:

Improved fitness and other general health benefits (68% of respondents, in line with 67% in Burst 1); and

Financial savings (63%, down from 77% in Burst 1).

Figure 105: Unprompted awareness of benefits of quitting (Top 10)(Base: All respondents) (Multiple response)

67%

77%

31%

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13%

9%

6%

10%

9%

6%

68%

63%

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Improved lung function/breathing



Not being a bad role model to others in thefamily or community

Decreased risk of premature death/ less likely todie

Improved smell and taste

Stopping others from being exposed to cigarettesmoke (passive smoking)

2013 Overall Burst 1 (n=350) 2013 Overall Burst 2 (n=350)

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Almost four in ten respondents (37%, broadly consistent with 40% in Burst 1) felt that quitting smoking or continuing not to smoke would financially benefit them ‘extremely’ or ‘very much’. The acknowledgement of health benefits was slightly more widespread, with 47% of respondents indicating that their health would benefit greatly if they were to quit smoking or continue to not smoke, compared to 45% in Burst 1 (see Figure 106).

Figure 106: Perceived levels of financial or health benefits from not smoking(Base: All respondents)

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Respondents who indicated that they had been exposed to the Quit for You Quit for Two campaign were significantly more likely to indicate that their finances would benefit ‘Extremely’ if they were to quit smoking (19% compared to 11% of those not exposed to the campaign) (see Figure 107). Likewise, respondents exposed to the Quit for You Quit for Two campaign were also significantly more likely to indicate that their health would benefit either ‘Extremely’ or ‘Very much’ if they were to quit smoking (54%, compared to 44% of those not exposed to the campaign).

Figure 107: Perceived levels of financial or health benefits from not smoking – by campaign exposure


1911

1915

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53

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=96)

Not exposed (n=253)

Exposed (n=96)

Not Exposed (n=252)




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Overview: Awareness of the potential health-related effects of smoking remained consistently high between Burst 1 and Burst 2, with more than nine in ten respondents aware that smoking could result in lung cancer, smoking while pregnant increases the risk of harm to the baby, and trouble breathing.

Awareness of the potential health-related effects of smoking did not correlate with exposure to the Quit for You Quit for Two campaign, with respondents not exposed to campaign similarly likely to be aware of the health effects of smoking as those exposed to the campaign.

Prompted awareness of health effects of smoking

Prompted awareness of the health-related effects of smoking remained high in Burst 2, with more than seven in ten respondents being aware of each of the health effects listed in the questionnaire (see Figure 108).

Figure 108: Awareness of health effects of smoking(Base: All respondents)

9999

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Yes No Don't know

Heart disease/ Heart attack

Increased risk of stroke

Illness and death in non-smokers

Trouble breathing

Increased risk of harm to baby if pregnant

Lung cancer

Furthermore, more than nine in ten respondents were aware that smoking could result in lung cancer (99%); smoking while pregnant could result in increased risk of harm to the baby (98%), and that smoking would result in trouble breathing (94%).

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The results did not show a significant association between campaign exposure and awareness.

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V. Indirect measures of campaign impact – Behaviours and experiences

A. Intention to quit smoking and intended timing of quit attempt

Overview: Burst 2 results in relation to intention to quit smoking and intended timing of quit attempt were consistent with results from Burst 1 evaluation. Over seven in ten (72%) Burst 2 smokers indicated that they intended to quit compared to 73% of Burst 1 smokers, while almost half (49%) of both Burst 2 and Burst 1 smokers with quitting intentions indicated that they intended to quit smoking in the next six months.

Smokers who reported that they had been exposed to the Quit for You Quit for Two campaign were slightly more likely to indicate that they intended to quit smoking when compared to smokers who had not been exposed to the campaign (74% compared to 71%). However, among those who intended to quit, six in ten (61%) smokers who had been exposed to the campaign were significantly more likely to indicate that they intended to quit ‘Within the next six months’ (compared to 44% of those not exposed).

Smokers in Burst 2 were just as likely to indicate that they intended to quit smoking as those in Burst 1 (72%, in line with 73% in Burst 1) (see Figure 109).

Figure 109: Intention to quit smoking(Base: Respondents who smoke)

73

72

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Yes No Don't know

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As shown in Figure 110, almost one in two smokers with quitting intentions (49%, the same as in Burst 1) were planning to quit smoking within the next six months, while another 49% (consistent with 48% in Burst 1) were planning to quit ‘Sometime in the future, beyond six months’.

Figure 110: Intended timing to quit smoking(Base: Respondents who smoke and intended to quit)

12

8

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42

49

48

2

3

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Within the next month Within the next 6 months

Sometime in the future, beyond 6 months Don't know

Figure 111 shows that smokers who reported exposure to the Quit for You Quit for Two campaign were slightly more likely to indicate that they intended to quit smoking when compared to smokers who had not been exposed to the campaign (74%, compared to 71%).

Figure 111: Planning and timing to quit – by campaign exposure(Base: Respondents who smoke/ smokers who intend to quit)

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71

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Exposed (n=77)

Not exposed (n=225)

Exposed (n=57)

Not exposed (n=159)



(among smokers)



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Additionally, smokers exposed to the campaign were significantly more likely to indicate that they intended to quit within the next six months (61%, compared to 44% of those not exposed to the campaign) and significantly less likely to indicate that they intended to quit ‘sometime in the future, beyond six months’ (35%, compared to 54% of those not exposed to the campaign).

This suggests that exposure to the Quit for You Quit for Two campaign increased the perceived urgency of intentions to quit smoking.

Perceived likelihood of quitting successfully among smokers varied only slightly based on exposure to Quit for You Quit for Two campaign elements, with almost six in ten smokers indicating that it was ‘likely’ that they would remain quit ‘for good’ (58% of respondents exposed to the campaign, compared to 52% of respondents not exposed) (see Figure 112).

Figure 112: Perceived likelihood of quitting successfully – by campaign exposure(Base: Respondents who smoke)

58

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54

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18

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29

30

29

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=77)

Not exposed (n=225)


Likely Unlikely Unsure

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Overview: Compared to Burst 1, respondents in Burst 2 were slightly more likely to acknowledge the harmful impact that smoking was having on their life/ health and, to a lesser extent, the health of others. Following Burst 2, such perceptions were significantly more prevalent among those exposed to the campaign advertising (than among those not exposed), which suggests that the Quit for You Quit for Two campaign had a positive impact on the attitudes and beliefs of CALD smokers and recent quitters exposed to the campaign.

As shown in Figure 113, since Burst 1 there has been a slight increase in the proportion of respondents who agreed that smoking had lowered their quality of life. Over half of respondents (54%, up slightly from 48% in Burst 1) indicated that smoking had diminished their quality of life. Recent quitters were more likely to indicate this than smokers (69%, compared with 52% respectively).

Figure 113: Perceived impact on quality of life and health from smoking(Base: All respondents)

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5

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



2013 Quitters Burst 1 (n=62)




Improved your life greatly Improved your lifeNeither improved nor lowered your quality of life Lowered your quality of lifeLowered your quality of life greatly

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As shown in Figure 114 and Figure 115, respondents were twice as likely to acknowledge the damage that their current/ past smoking had caused them (34% indicating ‘a great deal’ or ‘a fair amount’) than to others around them (17% indicating ‘a great deal’ or ‘a fair amount’). Likewise, there was a considerable tendency to believe that the level of health damage caused to others was minimal, with over two fifths (43%) assessing the damage to other people as being nil.

Four in ten respondents who reported that they had been exposed to the Quit for You Quit for Two campaign indicated that their current or previous smoking had damaged their health ‘a great deal’ or ‘a fair amount’, slightly higher when compared to respondents who had not been exposed to the campaign (40% compared to 31%). This indicates that the campaign successfully communicated the negative health consequences of smoking.

Figure 114: Perceived level of health damage to self – by campaign exposure(Base: All respondents)

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=96)

Not exposed (n=252)



Respondents who were not exposed to the Quit for You Quit for Two campaign were also less likely to acknowledge that their smoking may be harming others, with 45% of those not exposed to the campaign indicating that their current or previous smoking harmed others ‘Not at all’ (compared to 36% of those exposed to the campaign) (see Figure 115).

Figure 115: Perceived level of health damage to others – by campaign exposure(All respondents)

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=95)

Not exposed (n=252)



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Figure 116 shows that the respondents in Burst 2 reported, on average, higher perceived likelihood of getting ill in the future from smoking than respondents in Burst 1. Over two fifths (44%) of respondents in Burst 2, significantly above those in Burst 1 (37%), judged their chances of getting ill in the future from smoking as very likely or higher.

Perceptions of the likelihood of getting ill from smoking/ previous smoking varied widely between smokers and recent quitters. Not surprisingly, smokers were considerably more likely to believe that they would develop a smoking-related illness if they continued to smoke:

Half of smokers (49%) indicated that they were ‘Very likely’ or ‘Certain’ to become ill if they continued to smoke, compared to only 13% of recent quitters.

Figure 116: Perceived likelihood of getting ill from continued/ previous smoking(Base: All respondents)

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Given their perceptions on likelihood of getting ill, it is not surprising that most respondents indicated that they were worried about the possibility of future health damage caused by smoking. As shown in Figure 117, a large majority (89%) of respondents indicated that they were at least ‘A little worried’ about becoming ill in the future.

Respondents exposed to the Quit for You Quit for Two campaign were significantly more likely to indicate that they were ‘Very worried’ when compared to respondents who were not exposed to this campaign (20% compared to 11%). This result provides further evidence that campaign exposure may be having a positive impact on the attitudes and beliefs of CALD smokers and recent quitters.

Figure 117: Level of worry that smoking will damage health in future(Base: All respondents)

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Exposed (n=96)

Not exposed (n=254)



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VII.Media consumption and favourite media

A. Media consumptionAs shown in Figure 118, mainstream media consumption (in English) was widespread among CALD respondents, with the majority engaging with the internet, commercial television, print media and commercial radio in English.

Figure 118: Media consumption14

(Base: All respondents, n=349-350)

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Watch English commercial free-to-air television channels 9, 7, 10, or SBS

Use the Internet in English

Listen to English language commercial radio stations

Read English language newspapers and magazines

Read newspapers and magazines in my own language

Listen to radio in my own language

Watch English Pay TV channels

Use the Internet in my own language

Nearly all respondents (99%) used the internet in English, with a large majority on a daily basis (78%). In-English internet usage was consistent across the primary and broader target audiences (99% of both reported at least occasional usage; 72% of the primary target audience used the internet in English on a daily basis, broadly consistent with 80% of the broader audience).

Consumption of English commercial free-to-air television was widespread and consistent across the primary and broader target audiences (98% of the primary target audience watched at least ‘once a month or less’, consistent with 95% of the broader audience; 50% of the primary target audience were daily viewers, consistent with 47% of the broader audience).

14 CALD interviews were conducted in metro regions only (i.e. Sydney, Melbourne and Brisbane)

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One in two (51%) respondents reported viewing Pay TV channels, with almost one in five (17%), watching on a daily basis. Pay TV consumption was consistent across the primary and broader target audiences (49% of the primary target audience reported watching Pay TV at least ‘once a month or less’, consistent with 51% of the broader target audience; 19% of the primary target audience were daily viewers, consistent with 16% of the broader target audience).

Most CALD respondents indicated that they read English language newspapers and magazines (91% ‘once a month or less’), with one in five (17%) doing so on a daily basis. Consumption of print media in English was broadly consistent across the primary and broader target audiences (88% of the primary target audience read English language print publications at least ‘once a month or less’, consistent with 93% of the broader target audience).

The vast majority of CALD respondents reported that they listened to English language commercial radio stations (90% listened at least occasionally), with over one in four listening on a daily basis (28%)15. The prevalence of in-English radio consumption was lower among the primary target audience (83% of the primary target audience reported listening at least occasionally, compared with 92% of the broader audience).

In-language consumption of different media was comparatively lower, however at least one in two respondents reported engaging with the internet, newspapers and magazines, and radio in their own language:

Three in four (76%) indicated using the internet in their own language at least occasionally (‘once a month or less’), with one in five (17%) doing so on a daily basis.

The prevalence (i.e. at least occasional use) of in-language internet use did not vary significantly across the primary and broader target audiences (78% of the primary target audience used the internet in own language at least ‘once a month or less’, consistent with 75% of the broader audience. However, those in the primary target audience reported more frequent usage of the internet in own language (40% ‘daily’ or ‘a few times a week’, compared with 29% of the broader audience).

Just over one in two (56%) reported in-language consumption of newspapers and magazines, although only a very small proportion indicated that they read them frequently (13% ‘daily’ or ‘a few times a week’).

Whilst the incidence of in-language consumption of newspapers and magazines was broadly consistent across the primary and broader target audiences (62% of the primary target audience reported reading such publications ‘once a month or less, broadly consistent with 54% of the broader target audience), the frequency of consumption was higher among the primary target audience (20% ‘daily’ or ‘a few times a week’, compared with 11% of the broader audience).

One in two (50%) indicated that they listened to the radio in their own language, although infrequently (39% ‘a few times a month’ or less often).

15 Please note that this is lower than the proportions of metropolitan mainstream (42%) and Aboriginal and/ or Torres Strait Islander (43%) respondents who reported listening to commercial radio stations on a daily basis.

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In-language consumption of the radio was consistent across the primary and broader target audiences (52% of the primary audience listened to the radio in-language at least ‘once a month or less’, consistent with 50% of the broader target audience; 6% of the primary target audience listened ‘daily’, consistent with 3% of the broader target audience).

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Almost a quarter (23%) of CALD respondents watched catch-up TV online in the last 7 days (see Figure 119).

Figure 119: View catch-up TV on the internet16


23 77

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Yes No Don't know

16 Comparison between metro and non metro regions was not possible as CALD interviews were conducted in metro regions only (i.e. Sydney, Melbourne and Brisbane)

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B. Favourite TV programsCALD respondents most commonly watched the News on English commercial free-to-air television (mainly on Channel 7, 9 and 10) (see Figure 120 and Table 6). One in five (20%) watched MasterChef (when on air) and one in ten (10%) watched Home and Away on weekdays.

Figure 120: Favourite English television programs(Base: Respondents who view TV, n=334) (Multiple response)

37%

20%

10%

9%

7%

7%

7%

7%

6%

6%

0% 5% 10% 15% 20% 25% 30% 35% 40%

News

MasterChef

Home and Away

The Big Bang Theory

A Current Affair

The Block

Today Tonight

Sports

60 Minutes

The Voice

Table 6: Channel and day when program watched

TV Program Channel/ Day mostly watched

News Most commonly on channel 7, 9 and 10 but viewed across all channels, Mostly daily

MasterChef Channel 10, Mostly dailyHome and Away Channel 7, WeeknightsThe Big Bang Theory Channel 9, WeeknightsA Current Affair Channel 9, Mostly weeknightsThe Block Channel 9, Mostly dailyToday Tonight Channel 7, WeeknightsSports Mostly Channel 9, Weeknights60 Minutes Channel 9, SundaysThe Voice Channel 9, Saturday to Monday

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C. Favourite newspapers/ magazinesMetropolitan newspapers such as mX (22%), Sydney’s Daily Telegraph (16%) and Sydney Morning Herald (15%), and Melbourne’s Herald Sun (11%) and The Age (8%) were the most commonly read print media (among those that read newspapers or magazines). Only a minority reported a non-English print publication as their favourite newspaper or magazine.

Figure 121: Favourite newspapers/ magazines (any language)17

(Base: Respondents who read newspapers or magazines, n=325) (Multiple response)

22%

16%

15%

11%

8%

8%

8%

6%

6%

6%

0% 5% 10% 15% 20% 25%

mX

Daily Telegraph

SMH

Herald Sun

The Age

Cosmpolitan

Famous

NW

Local Newspaper

ZOO


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D. Favourite websitesAs shown in Figure 122, among those who used the internet, Google (55%), Facebook (33%) and eBay (25%) were the top 3 favourite websites. Other commonly mentioned websites included ninemsn (13%), SMH (8%), Yahoo7 (6%) and news.com.au (6%).

Figure 122: Favourite websites (any language)(Base: Respondents who use the internet, n=347) (Multiple response)

55%

33%

25%

22%

15%

13%

8%

6%

6%

5%

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

Google

Facebook

eBay

YouTube

Gumtree

ninemsn

SMH

Yahoo7

news.com.au

Asos

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E. Suggested placements for advertisementsFigure 123 shows the advertisement placements suggested by CALD respondents to reach and encourage pregnant women not to smoke. Other than in mainstream mass media, it was suggested that such advertisements be displayed in:

doctor’s offices (14%) and hospitals (11%);

shopping centres (9%); and

public toilets (5%).

Figure 123: Advertisement placements to encourage pregnant women not to smoke18

(Base: All respondents, n=350) (Multiple response)

58%

35%

27%

26%

17%

16%

14%

13%

11%

9%

5%

20%

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

Commercial free-to-air television channels 9, 7, 10,or SBS


Magazines

Online

Newspapers


Medical centres and doctor's offices

Pay TV channels

Hospitals

Shopping centres

Public toilets

Other

The primary target audience was more likely to suggest placing such advertisements in:

free-to-air television (69%, compared to 55% of the broader audience);

pay TV (23%, compared to 9%);

commercial radio (26%, compared to 12%);

newspapers (27%, compared to 13%);

magazines (37%, compared to 24%);

outdoor advertising (42%, compared to 32%);

medical centres and doctor’s offices (22%, compared to 12%); and

public toilets (12%, compared to 3%).


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VI. ConclusionsDespite the campaign material being in English only and not distributed via CALD-specific media outlets, the Quit for You Quit for Two campaign was successful in reaching CALD smokers and recent quitters. Over a quarter (27%) of respondents indicated they recognised at least one campaign element, a significant increase from 19% following the Burst 1 campaign, while 3% of respondents spontaneously described it (up from none following Burst 2).

The campaign reached two fifths (40%) of the primary target audience, which was significantly higher when compared to the broader target audience (23%).

Key message take-out for the Quit for You Quit for Two campaign advertisements was strong, with the most common unprompted key message across all three campaigns (television, print and radio advertisements) being ‘Don’t smoke when pregnant’.

Furthermore, perceptions of the Quit for You Quit for Two advertisements were generally positive, with a large majority of respondents perceiving the advertisements as easy to understand and believable. This, in combination with additional reach achieved by Burst 2 of the campaign, indicates that the campaign has not reached the wear-out stage among this audience.

The Quit for You Quit for Two campaign delivered a moderate call-to-action among CALD smokers and recent quitters who were exposed, prompting actions leading to quitting or plans to quit in the near future for a significant proportion of respondents. A third of those (33%) exposed to the advertising indicated they had taken at least one action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, 42% of those exposed indicated they were intending to take further actions as a result of exposure to the campaign.

The research also found that exposure to the Quit for You Quit for Two campaign among CALD smokers and recent quitters was associated with:

increased consideration of quitting smoking and confidence in their ability to quit smoking;

greater alignment with positive pregnancy related attitudinal statements and other anti-smoking and pro-quitting sentiments;

higher awareness of the health benefits of quitting smoking and health risks of continuing to smoke; and

greater likelihood of intending to quit in the next six months.

These findings suggest that another wave of Quit for You Quit for Two campaign advertising would most likely lead to further constructive behavioural changes within this audience.

In addition, the research found that recall of the previous CALD targeted campaign remains at a high level, despite this advertising not running in Burst 2. This indicates these campaign

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advertisements were highly memorable for their target audience and that their impact is likely to be relatively persistent (please see Appendix A for discussion of results).

The effectiveness and longevity of this CALD specific activity (particularly the high reach of the Health Benefits campaign which included in-language versions of the mainstream advertisements and distribution via CALD-specific media outlets) suggests that the effectiveness of the Quit for You Quit for Two campaign among CALD audiences could be further enhanced through inclusion of in-language materials and incorporation of CALD-specific media outlets.

In addition, the research findings indicate that the reach of the mainstream components of the Quit for You Quit for Two campaign among this audience could be efficiently expanded by deploying a higher level of mainstream print media buy and expanding out-of-home advertising (particularly via the dissemination of pamphlets/ leaflets through medical clinics).

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APPENDICES

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Commercial-in-Confidence 162

Appendix A – CALD campaign awareness

Recall of campaign advertisements

Overview: Unprompted awareness of the previous CALD campaign (including ‘Health Benefits’, ‘Family’, and ‘Money’ advertisements) was moderate following Burst 2 and broadly consistent with Burst 1. One in ten respondents (11%, down marginally from 15% in Burst 1) mentioned at least one of the campaign elements when they were asked to describe information or advertisements about the dangers of smoking that they had seen/ heard in the past six months.

There was a decrease in overall prompted campaign recognition of the CALD campaign between Burst 1 and Burst 2, with about two thirds of respondents (66%) indicating that they recognised at least one element of the CALD campaign (down from 76% in Burst 1). However, this result was still very high and illustrates the persistent impact of this advertising, which was not run in Burst 2.

Overall prompted CALD campaign recognition remained high in Burst 2, despite the advertising not being run as part of Burst 2, with two thirds of respondents (66%, down from 76% in Burst 1) indicating that they recognised at least one element of the CALD campaign (including the ‘Health Benefits’, ‘Family’, and ‘Money’ advertisements) (see Figure 124).There was a significant decrease in prompted recognition amongst recent quitters between Burst 1 and Burst 2, with 67% of recent quitters recognising at least one element of the CALD campaign compared to 84% in Burst 1.

Figure 124: Exposure to any CALD campaign advertisement (prompted recognition)(Base: All respondents)

74

66

84

67

76

66

26

34

16

33

24

34

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%







Exposed Not exposed

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As expected with no advertising buy, there was a significant decrease in prompted recognition of the ‘Health Benefits’ campaign advertising between Burst 1 and Burst 2. In particular, 64% of respondents recognised at least one campaign element in Burst 2, compared to 74% in Burst 1 (see Figure 125).

Decreased recognition was mostly driven by reduced awareness among recent quitters: two thirds of recent quitters (67%, significantly lower than 81% in Burst 1) reported being exposed to the ‘Health Benefits’ print, radio, or ‘other materials’ advertising.

Figure 125: Exposure to any CALD ‘Health Benefits’ campaign advertising (prompted recognition)


72

64

81

67

74

64

28

36

19

33

26

36

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%







Exposed Not exposed

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The decrease in the ‘Health Benefits’ and hence overall CALD campaign recall was primarily driven by a significant drop in prompted recognition of the ‘Health Benefits’ print advertisement between Burst 1 and Burst 2, with 39% of respondents indicating that they had seen the print advertisement in Burst 2 compared to 55% of respondents in Burst 1 (see Figure 126).

Half of respondents recalled hearing the ‘Health Benefits’ radio advertisement (50%, broadly consistent with 48% in Burst 1) or seeing campaign material with the ‘Health Benefits’ imagery and translated messages (5%, broadly in line with Burst 1 results).

Figure 126: Prompted awareness of CALD ‘Health Benefits’ campaign advertisements(Base: All respondents)

55

39

48

50

6

5

45

61

52

50

94

95

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%







Exposed Not exposed

Print advertisement

Radio advertisement

Other advertisement

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Prompted recognition of the CALD ‘Family’ and ‘Money’ print advertisements remained relatively steady over time, with around one in ten respondents reporting exposure to the ‘Family’ (11%, unchanged from Burst 1) advertisement and one in twenty being exposed to the ‘Money’ (5%, broadly consistent with 6% in Burst 1) material (see Figure 127).

Figure 127: Exposure to CALD ‘Family’ or ‘Money’ advertisements (Base: All respondents / respondents not from Arabic or Pacific Islander cultures19)

11

11

6

5

89

89

94

95

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%





Exposed Not exposed

Family advertisement

Money advertisement

19 People of Arabic or Pacific Islander cultures were not part of the target audience for the ‘Money’ ad.

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Appendix B – Campaign materials

Quit for You Quit for Two campaign

Creative materials: Television

As noted above, Burst 2 of Quit for You Quit for Two advertising utilised the same television advertisements (30 and 45 second versions) that were specifically developed for Phase 3 of the MTA. The television advertisements were shown (a) nationally on SBS, (b) on free-to-air television in regional locations only, (c) nationally on Indigenous television and (d) online from the week commencing 19 May 2013 to the week commencing 9 June 2013.

Key screenshots from the television advertisements are shown below.

The Quit for You Quit for Two 45-second TVC script reads:

When you’re pregnant, everything you do is for two.You’re sleeping for two.Breathing for two.Everything you do is for two, and for your baby.So when you choose to quit smoking and get the toxins out of your system you’re not just quitting for you – you’re quitting for two.You’ll improve the oxygen flow around your body and to your baby. You’re lowering the risk of miscarriage and serious health problems for your baby. And because it’s twice as important to get the help you need, Quitline has people to support you, whether you’re already pregnant or planning to be.There’s even a free app packed with games and baby fun to get you through the cravings. Phone Quitline today and ask about ‘Quit for you. Quit for two’.Authorised by the Australian Government Canberra.

The Quit for You Quit for Two 30-second TVC script reads:

When you choose to quit smoking you’ll be able to breathe easier, and so will your baby.With more oxygen and more nutrients, your baby has a better chance of reaching a healthy weight and developing in the womb for the full term of your pregnancy.Start by downloading the free ‘Quit for you Quit for Two’ app. It can really help you beat the cravings. And so can a chat with people who are there to support you. Just call Quitline, and ask about

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“Quit for you. Quit for two”.Authorised by the Australian Government Canberra.


The Quit for You Quit for Two print advertisements (i.e. ‘Hayley’ and ‘Rebecca’) were shown in magazines, street press and Indigenous press from the week commencing 26 May 2013 to the week commencing 23 June 2013. The Quit for You Quit for Two print advertisements are shown overleaf.

The text included on the 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: Radio

The Quit for You Quit for Two radio advertisement was broadcast on (a) national syndicated radio, (b) radio stations in regional areas and (c) Indigenous radio from the week commencing 19 May 2013 to the week commencing 9 June 2013.

The Quit for You Quit for Two radio script reads:

1st woman: For me... it was anchovies.2nd woman: Pineapple. From a can.FVO: When you’re pregnant, some cravings are okay to give in to.But when your craving is for cigarettes, that's worth fighting.When you choose to quit smoking you get the toxins out of your system. And you lower the risk of miscarriage and serious health problems for your baby.So quit for you; quit for two. Phone Quitline to talk to people who'll give you the support you need.And ask about our free smartphone app, full of great tips to help you get through the cravings.Woman: Pickled... onions.Voiceover: Well, at least one of your cravings!Quit for you. Quit for two.

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Creative materials: Smartphone app

A smartphone application was developed specifically for Phase 3 of the MTA for specialist audiences. This app was mentioned in all other advertising material, as well as in online banner advertisements which were displayed from the week commencing 19 May 2013 to the week commencing 9 June 2013. Key screenshots of the app. are shown below:

CALD campaign


The print advertising – which included the ‘Health Benefits’, ‘Family, and ‘Money’ executions – was shown in non-English newspapers from:

week commencing 4 November 2012 to the week commencing 11 November 2012;

week commencing 2 December 2012 to the week commencing 9 December 2012; and

week commencing 30 December 2012 to the week commencing 6 January 2013.

Online advertising was undertaken from the week commencing 4 November 2012 to the week commencing 16 January 2013.

Health Benefits: The ‘Health Benefits’ creative materials, originally developed for the mainstream National Tobacco Campaign, were adapted and translated for the More Targeted Approach campaign.

The advertising features a male sitting in his doctor’s surgery for a health check. He 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.The print advertising was translated in Arabic, Chinese, Korean, Vietnamese, Spanish, Greek, and Italian – with Pacific Islander material being produced in English. A culturally representative male was shown specific to each language group. These are shown below.

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Family: The ‘Family’ print advertisement was developed for Phase 2 of the campaign. The advertisement features are family-meal scene in which the ‘father’ is missing, but shown in a framed photo on the wall. The following text is included above the scene: ‘If you won’t quit smoking for yourself, quit for your family’. In addition, the following text is included under the scene: ‘Smoking doesn’t just reduce your quality of life. It also cuts lives short. But if you stop smoking now you’ll have a healthier life, and probably live much longer. Which means you can spend more time with your family.’

The ‘Every cigarette you don’t smoke is doing you good’ logo is shown as well as the Quitline number 13 7848 and the Quitnow website. A culturally representative version of this advertisement was developed for each language group. These are shown below.

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Money: The ‘Money’ print advertisement was also developed for Phase 2 of the campaign. Targeted versions of this advertisement – which was designed to appear like a travel advertisement – were developed for each target group. The Chinese version, for example, included a picture of Beijing, with the following text overlayed: Beijing return from 58 packs. In addition, the following text is included under the picture: You could fly to Beijing and back from around the same price as 58 packs of cigarettes. If you stop smoking you can get things you really want. And you’ll improve your health and reduce your risk of cancer or heart disease. Both the location and number of cigarette packs varied depending on the CALD target group. Each version is shown below.

Creative material: Radio

The ‘Health Benefits’ – ‘The day you stop smoking, your body starts to repair’ radio script was translated and voiced by a culturally representative male in the Arabic, Mandarin, Spanish and Vietnamese radio commercials with a female voice used in the Cantonese, Korean and Pacific Islander 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’ 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].

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Appendix C – Phase 3 Burst 1 evaluation research findings – executive summaries

I. Executive summary – mainstream (women ‘at risk’) audience

A. BackgroundThe aim of the National Tobacco Campaign - More Targeted Approach (MTA) is to reduce smoking prevalence among high-need and hard to reach groups. This group includes people who have high smoking rates, and/or whom mainstream campaigns struggle to reach, such as people from certain culturally and linguistically diverse (CALD) backgrounds, and pregnant women and their partners where smoking rates are high.

The third phase of the campaign commenced on Sunday 4 November 2012, with the launch of the new pregnancy component - Quit for You Quit for Two. This stage of the campaign specifically targeted pregnant women, those planning on becoming pregnant and their partners from socially disadvantaged, CALD, and Aboriginal and Torres Strait Islander (ATSI) backgrounds. The campaign included TV, radio, print, online, digital search, and out of home advertising, and was supported by a smartphone app.

The department commissioned independent research company, ORIMA Research, to undertake research to evaluate the effectiveness of the Quit for You Quit for Two campaign among:

Community members ‘at risk’ of smoking while pregnant,

Community members from Culturally and Linguistically Diverse Backgrounds, and

Aboriginal and/ or Torres Strait Islander Australians.

This report covers the component among ‘at risk’ women aged 16-40 who were:

pregnant and currently smoke;

pregnant and recently quit;

pregnant and smoked during pregnancy; or

may become pregnant and smoke in the next two years.


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B. MethodologyConsistent with the previous waves of research, respondents to the survey were recruited through GP clinics. In all cases potential respondents were screened for eligibility over the phone before being booked for an appointment to conduct the main survey. The main survey was a phone (Computer Assisted Telephone Interviewing (CATI)) interview.

The sample included representation from each state and territory across both metropolitan and non-metropolitan locations except for the Australian Capital Territory, Tasmania and the Northern Territory. State and territory quotas were set in line with the approximate population of 16-40 year old females in each location.

After being screened for eligibility and recruited to participate, a pack containing the campaign materials (with instructions not to open the pack prior to interview) was mailed out to each respondent prior to the CATI interview.

The rationale for this approach was that it combined nationally representative coverage whilst enabling reliable measurement of recognition and other key advertising diagnostics (the media buy was expected to generate low levels of spontaneous awareness within an already cluttered tobacco control environment).

Survey fieldwork included interviews with n=300 qualifying respondents and was undertaken between 22 February 2013 and 27 March 2013.

The data has been weighted by age to represent the national population of 16-40 year old females with children aged less than three months old, which is closely aligned with the target audience for the campaign.



Recall of campaign advertisements: Unprompted awareness of the Quit for You Quit for Two campaign was low, with only 4% of respondents mentioning the campaign when they were asked to describe information or ads about the dangers of smoking that they had seen/ heard in the past six months. In contrast, prompted recognition was moderate, with nearly two fifths (41%, consistent with 42% in 2012 and higher than 31% in 2011) of respondents recalling at least one element of the Quit for You Quit for Two campaign. Recognition levels were broadly similar for the print (19%), TV (16%) and radio (13%) advertisements.

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The moderate campaign reach can be attributed to the Quit for You Quit for Two media buy, which was limited and skewed towards a regional (non-metropolitan) market, in order to target groups considered to be at greater risk of smoking during pregnancy. Reflecting this, the campaign had a significantly higher reach in non-metropolitan areas (54%, compared to 34% in metropolitan areas).

Key message take-out: Key message take-out was assessed for the Quit for You Quit for Two television, radio and print advertisements through unprompted and prompted questions. Unprompted message take-out was solid, with the following key campaign messages frequently derived from the various ads: ‘Don’t smoke when pregnant’, ‘Smoking during/ before pregnancy can affect the health of a baby’ and ‘Quit for You Quit for Two’. Prompted message take-out was very high, with over 90% of respondents recalling all but one of the key messages.

Opinions of campaign advertising: Opinions of the Quit for You Quit for Two television, radio and print advertisements were consistently positive. For each of these campaign elements, over 80% of respondents indicated the advertisement was easy to understand, believable and thought-provoking.

Direct measures of campaign impact: Overall, the Quit for You Quit for Two campaign delivered a solid call-to-action, with 44% of respondents who were exposed to it reporting that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. In addition, 74% of these respondents indicated they were intending to take action in the next month (whether or not they had already taken action) as a result of exposure to the campaign.


Attitudes toward smoking and quitting: Respondents’ confidence/ motivation and other attitudes towards quitting smoking were generally positive. The ratings provided for these topics were either consistent with or improvements on the results recorded in 2012 (these related to a different campaign that did not include television advertising). Significant increases were recorded in agreement that:

there are many benefits to quitting smoking;

there are many benefits to quitting smoking before and during pregnancy and following birth;

it is never too late to quit smoking;

quitting will reduce your risk of sickness caused by smoking;

passive smoking affects pregnant women and their unborn children; and

quitting at any time during pregnancy decreases risk of harm to unborn child.

Furthermore, respondents who had been exposed to the Quit for You Quit for Two campaign had significantly higher:

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confidence they could quit smoking if they wanted to (65%, compared to 52% of those not exposed); and

agreement with a range of other anti-smoking and pro-quitting sentiments.

This suggests that exposure to the Quit for You Quit for Two campaign resulted in a positive shift in attitudes towards smoking and quitting, beyond any changes seen in response to Phases 1 and 2 of the campaign.

Awareness of benefits of quitting smoking: When asked about the benefits of quitting smoking, respondents were by far most likely to identify improved fitness and general health, and cost savings.

Similarly, the main benefit respondents identified for the baby of not smoking while pregnant was that it was better/ healthier for them in general. There were also a number of more specific benefits nominated, including:

decreased risk of a low birth weight;

decreased risk of the baby having breathing difficulties; and

decreased risk of the baby having asthma or impaired lung function.

Respondents who had been exposed to the Quit for You Quit for Two campaign were significantly more likely than those who were not exposed to feel that their health would benefit greatly if they were to quit smoking, or continued not to smoke. Those exposed to the campaign were also moderately (although, not statistically significantly) more likely to perceive a high level of financial benefits. As such, the campaign appears to have been successful in communicating the health (as well as the financial benefits) of quitting smoking.

Awareness of health effects of smoking: Awareness of the health-related effects of smoking during pregnancy was high. Around three quarters or more of respondents knew that smoking during pregnancy increases the risk of:

infection and breathing problems due to low birth weight;

premature labour;

miscarriage; and

Sudden Infant Death Syndrome.

Respondents exposed to the campaign were significantly more likely than those who were not exposed to be aware that smoking while pregnant could result in increased risk of infection and breathing problems due to low birth weight. Those exposed were also moderately (although, not statistically significantly) more likely to be aware of other health risks to the baby of smoking during pregnancy. These findings indicate that the campaign was effective in communicating the adverse health impacts of smoking.

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Intention to quit smoking and intended timing of quit attempt: Smokers’ intentions to quit smoking remained high in 2013, with the majority of those intending to quit planning to do so in the next six months. Overall intention to quit smoking did not, however, vary by exposure to the campaign.

Three fifths (60%) of respondents who intended to quit planned to do so in the next six months. Those who had been exposed to the campaign were significantly more likely to plan to quit in the next six months than those who had not been exposed. These findings suggest that exposure to the campaign, while not linked with greater intentions of Smokers to quit smoking, did prompt Smokers who intended to quit to bring forward the timing for quitting.

Smoking and health: The majority of respondents felt that smoking had, and would likely continue to have, a negative impact of their life, in particular:

three fifths (60%) of respondents conceded that smoking had diminished their quality of life;

only about one in ten (11%) respondents did not feel their smoking had damaged their own health, while over half (57%) conceded their smoking had done at least some health damage to others; and

the vast majority of respondents (97%) recognised the possibility of becoming ill in the future from smoking, and three quarters (74%) were at least moderately worried about this outcome.

The prevalence of these beliefs did not vary significantly by exposure to the campaign.

F. ConclusionsOverall, the findings of this evaluation research indicate that the Quit for You Quit for Two campaign was effective in terms of its stated objectives. In particular, the research indicates that exposure to the campaign among women in the target audience resulted in:

increased confidence that they can quit smoking;

greater alignment with a range of other anti-smoking and pro-quitting sentiments;

higher awareness of the health benefits of quitting smoking;

higher awareness of the health risks of continuing to smoke; and

greater likelihood of intending to quit in the next six months.

The campaign also delivered a good call to action, with just under half of those exposed to it reporting that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. In addition, about three quarters of these respondents indicated they were intending to take action in the next month as a result of exposure to the campaign.

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The Quit for You Quit for Two campaign was effective in delivering key messages, promoting positive attitudes and prompting quitting/ reduction of smoking (or consideration of) among women in the target audience that were exposed to the advertising. This suggests that achieving greater reach by extending the media buy by repeating the campaign has significant potential to further drive positive behaviour change within the target audience.

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II. Executive summary – Aboriginal and Torres Strait Islander audience

A. BackgroundThe aim of the National Tobacco Campaign - More Targeted Approach (MTA) is to reduce smoking prevalence among high-need and hard to reach groups. This group includes people who have high smoking rates, and/or whom mainstream campaigns struggle to reach, such as people from certain culturally and linguistically diverse (CALD) backgrounds, and pregnant women and their partners where smoking rates are high.

The third phase of the campaign commenced on Sunday 4 November 2012, with the launch of the new pregnancy component - Quit for You Quit for Two. This stage of the campaign specifically targeted pregnant women, those planning on becoming pregnant and their partners from socially disadvantaged, CALD, and Aboriginal and/or Torres Strait Islander (ATSI) backgrounds. The campaign included TV, radio, print, digital search, online, and out of home advertising, and was supported by a smartphone app.

The Department commissioned an independent research company, ORIMA Research, to undertake research to evaluate the effectiveness of the Quit for You Quit for Two campaign amongst the following audiences:




This report covers the component amongst Aboriginal and/ or Torres Strait Islander Australians aged 16-40 years.

B. MethodologyThis evaluation was conducted via a survey of n=332 Aboriginal and/ or Torres Strait Islander smokers and recent quitters aged 16-40 years. The sample was stratified geographically in proportion to the Indigenous population in metropolitan and non-metropolitan locations in each state or territory from the relevant age cohort (based on 2011 Census data).

Interviewing was not undertaken in Tasmania or the ACT on fieldwork efficiency grounds (because of the very small share of the Indigenous population they each account for). The research approach consisted of initial recruitment of respondents (via face-to-face screening) followed by a face-to-face interview. All interviewing was undertaken by ORIMA’s network of Indigenous interviewers.

The data has been weighted by age and gender to represent the national Indigenous population aged 16-40 years.

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Five per cent of respondents mentioned the campaign when they were asked to describe information or advertisements about the dangers of smoking that they had seen/ heard in the past six months (unprompted awareness). Forty six per cent of respondents recognised as least one element of the Quit for You Quit for Two campaign (prompted recognition).Campaign recognition was higher amongst women who had either (a) previously been pregnant, or (b) not been pregnant but would love to/ wouldn't mind in next two years, with 68% of respondents in this group indicating that they recognised at least one element of the campaign.

Unprompted message take-out was solid, with the following key campaign messages featuring prominently across all advertisements: ‘Quit for You Quit for Two’, ‘Don’t smoke when pregnant’, and ‘Smoking during/ before pregnancy can affect the health of a baby’.Opinions of the Quit for You Quit for Two television, print, and radio advertisements were generally positive: for each of these campaign elements, more than 50% of respondents found the advertisement easy to understand, believable, and thought-provoking.

Overall, the Quit for You Quit for Two campaign delivered a solid call-to-action, with 50% of respondents who had been exposed indicating that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. In addition, 56% of exposed respondents reported that they were intending to take further actions as a result of exposure to the campaign. Most commonly, Smokers reported that they had/ would consider quitting or had/ would reduce the amount that they smoked. Recent Quitters most commonly reported that they had quit smoking (or would maintain their quit attempt) as a result of exposure to the campaign.


Attitudes toward smoking and quitting: Respondents in the 2013 evaluation were less motivated to quit smoking, and less confident that they could quit smoking, than respondents in a 2011 evaluation of a smoking cessation campaign which targeted all Indigenous smokers. Less than half of 2013 respondents agreed or strongly agreed with each of the following statements:

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‘You are eager for a life without smoking’ (48%, down from 74% in 2011);

‘You are confident you could quit smoking if you wanted to’ (47%, down from 69%); and

‘You’ve been thinking a lot about quitting recently’ (42%, down from 65%).

The negative shift in attitudes is likely to be at least partly due to a change in methodology between the 2011 and 2013 evaluation. Note that the interviews for the 2011 evaluation were undertaken by Indigenous interviewers employed by AFS while the 2013 interviews were undertaken by Indigenous interviewers employed by ORIMA Research. The interviewers employed by ORIMA Research received extensive training – including in managing social desirability bias – and therefore may have been able to elicit more honest responses from respondents. It is also possible that changes in the campaign environment between 2011 and 2013 – including the presence of a dedicated Indigenous campaign in 2011 – may have contributed to this shift in attitudes.

Despite modest levels of motivation and confidence, almost two thirds of respondents (64%) were aware that there are tools and support available to help them quit smoking and remain smoke-free.

Attitudes to smoking and quitting also differed significantly by evaluation year, with 2011 respondents consistently holding more anti-smoking and pro-quitting attitudes than respondents in the 2013 evaluation.It should, however, be noted that:

Respondents exposed to the Quit for You Quit for Two campaign were (a) more knowledgeable about available quitting aids, and (b) more eager to quit smoking than respondents not exposed to the campaign.

Respondents exposed to the campaign also consistently held more positive anti-smoking and pro-quitting attitudes than respondents not exposed to the campaign.

This suggests that exposure to the Quit for You Quit for Two campaign resulted in a positive shift in attitudes toward smoking and quitting.

Awareness of benefits of quitting smoking: Despite a significant reduction in awareness of the benefits of quitting smoking between 2011 and 2013, the most cited benefits (without prompting) remained unchanged:

57% of respondents mentioned financial benefits (down from 67% in 2011); and

55% of respondents mentioned improved fitness and other general health-related benefits (down from 66%).

Upon prompting, almost half of respondents acknowledged that quitting smoking or continuing not to smoke would financially benefit them either ‘Extremely’ (18%, down from 33% in 2011) or ‘Very much’ (28%, down from 41%).

Respondents who reported that they had been exposed to the Quit for You Quit for Two campaign were significantly more likely to believe that their health and/ or finances would benefit if they were to quit smoking, or continued not to smoke – this result provides evidence that the Quit for You Quit for Two campaign increased awareness of the health benefits of quitting smoking.

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Awareness of health effects of smoking: Awareness of the potential health-related effects of smoking decreased significantly between 2011 and 2013, however, more than 8 in 10 respondents were aware that smoking could result in:

Trouble breathing (94%, down from 99% in 2011);

Heart disease or heart attack (86%, down from 91% in 2011); and

Lung cancer (85%, down from 98% in 2011).

Awareness of the potential health-related effects of smoking differed significantly based on exposure to the Quit for You Quit for Two campaign, with respondents exposed to campaign significantly more likely to be aware that (a) smoking while pregnant could result in harm to the baby (95%, compared to 71% of those not exposed to the campaign), (b) smoking can result in lung cancer (96%, compared to 75% of those not exposed to the campaign), and (c) smoking can result in increased risk of stroke (77%, compared to 64% of those not exposed to campaign).


Intention to quit smoking and intended timing of quit attempt: Intention to quit smoking differed significantly depending on year, with 65% of Smokers in 2013 indicating that they intended to quit compared to 43% of Smokers in 2011. Intended timing of quit attempt was, however, relatively consistent over time, with 43% of 2013 Smokers with quitting intentions and 36% of 2011 Smokers with quitting intentions indicating that they intended to quit smoking in the next six months. Smokers who reported that they had been exposed to the Quit for You Quit for Two campaign were significantly more likely to indicate that they intended to quit smoking when compared to Smokers who had not been exposed to the campaign (51% compared to 38%). Smokers who reported that they had been exposed to the campaign were also significantly more likely to indicate that it was ‘Likely’ that they would remain quit ‘for good’ if they attempted to stop smoking, with 32% of those exposed to campaign selecting ‘Likely’ compared to 23% of those not exposed to the campaign.

Smoking and health: The majority of respondents acknowledged that smoking had, and may continue to have, a negative impact on their life:

62% of respondents acknowledged that smoking had diminished their quality of life;

Only 9% of respondents failed to acknowledge that their current and previous smoking damaged their health at least ‘a little’; and

80% of respondents judged the chances of getting ill in the future from smoking to be 50/50 or higher.

Respondents who had been exposed to the Quit for You Quit for Two campaign were:

Significantly less likely to indicate that their current or previous smoking had damaged their health ‘Not at all’ when compared to respondents who had not been exposed to the campaign (5%, compared to 14%);

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Significantly more likely to acknowledge that their smoking may be harming others when compared to respondents who had not been exposed to the campaign, with 47% of those not exposed to the campaign indicating that their current or previous smoking harmed others ‘Not at all’ (compared to 24% of those exposed to the campaign); and

Significantly more likely to be worried about the possibility of future health damage caused by smoking, with 17% of respondents exposed to the campaign indicating that they were ‘Not at all worried’ compared to 25% of those not exposed to the campaign.

These results provide further evidence that the Quit for You Quit for Two had a positive impact on the beliefs, attitudes and behaviour of Smokers and Recent Quitters exposed to the campaign.

F. ConclusionsTaken together, the results of the evaluation suggest that the Quit for You Quit for Two campaign had a significant positive impact on Aboriginal and Torres Strait Islander Smokers and Recent Quitters aged 16-40 years. Specifically, exposure to the Quit for You Quit for Two campaign resulted in the following impacts:

Increased awareness of the range of health harms and certainty of health damage associated with smoking;

Increased awareness of the benefits (to self and others) of quitting and the support available;

Increased salience and personal relevance (‘felt risk’) of the negative health impacts of smoking; and

Increased knowledge about quitting aids and eagerness to quit smoking.

Overall, the Quit for You Quit for Two campaign delivered a solid call-to-action, with half of respondents who had been exposed indicating that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, just over half of respondents exposed to the campaign reported that they were intending to take further actions as a result of exposure to the campaign.

It should be noted that while the campaign was specifically targeted at pregnant women (and women intending to become pregnant) who either smoke or recently quit smoking and their partners, this component of the evaluation was undertaken more broadly with all Aboriginal and/ or Torres Strait Islander Smokers and Recent Quitters aged 16-40. With this in mind, we are able to conclude that the Quit for You Quit for Two campaign promoted positive behaviour change amongst community members outside of the primary target audience of the campaign.

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III. Executive summary – CALD audience

A. BackgroundThe aim of the National Tobacco Campaign - More Targeted Approach (MTA) is to reduce smoking prevalence among high-need and hard to reach groups. This group includes people who have high smoking rates, and/or whom mainstream campaigns struggle to reach, such as people from certain culturally and linguistically diverse (CALD) backgrounds and pregnant women and their partners where smoking rates are high.

The third phase of the campaign commenced on Sunday 4 November 2012, with the launch of the new pregnancy component - Quit for You Quit for Two. The third phase of the campaign included the existing CALD component (from earlier phases); however, no new CALD advertisements were developed for this phase.

The Quit for You Quit for Two campaign specifically targeted pregnant women, those planning on becoming pregnant and their partners from socially disadvantaged, CALD, and Aboriginal and/ or Torres Strait Islander (ATSI) backgrounds. The campaign included TV, radio, print, digital search, and out of home advertising, and was supported by a smartphone app. The Phase 3 CALD campaign consisted of three executions: ‘Health Benefits’ (including print, radio, and online advertisements), ‘Family’ (print only), and ‘Money’ (print only).

The Department commissioned an independent research company, ORIMA Research, to undertake research to evaluate the effectiveness of the third phase of the National Tobacco Campaign – More Targeted Approach for special audience campaign amongst the following audiences:




This report covers the component amongst CALD Australians aged 16-40.

B. MethodologyThe evaluation research comprised a face-to-face survey of n=50 interviews with individuals from each of seven cultural/linguistic backgrounds (Arabic, Cantonese, Korean, Mandarin, Pacific Islanders, Spanish and Vietnamese) aged 18-40 years, for a total of 350 interviews. 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 cities, according to the 2006 Census of Population and Housing.

The research approach consisted of initial recruitment of respondents from a variety of sources, including Migrant Resource Centres, ethno-specific community organisations, community service announcements on SBS radio, and street intercept interviewing in areas with high known concentrations of the groups in question. Potential respondents were pre-

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screened for eligibility based on smoking status and having a preference for communicating or consuming media in one of the relevant non-English languages. As the Pacific Islander campaign material was in English (and therefore screening by language was not appropriate), eligibility for this group was instead based on self-identification with the Pacific Islander community. After being screened, eligible individuals were interviewed face-to-face. When necessary, interpreting services were provided by either the community organisation where the interviews were held, by a trusted friend or family member accompanying the respondent or by bilingual interviewers.

Recruitment and pre-screening of respondents took place throughout late January and early February 2013, with survey fieldwork being undertaken between 16 February 2013 and 24 March 2013.

The impact of CALD 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 CALD 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.

The impact of the Quit for You Quit for Two campaign was only measured indirectly.

C. Campaign awareness and direct measures of campaign impact (CALD)

Unprompted awareness of the 2013 CALD campaign (including ‘Health Benefits’, ‘Family’, and ‘Money’ advertisements) was moderate, with 15% of respondents mentioning at least one of the campaign advertisements when they were asked to describe information or advertisements about the dangers of smoking that they had seen/ heard in the past six months.

Overall prompted campaign recognition was high, with about three quarters of respondents (76%, up from 70% in 2012) indicating that they recognised at least one element of the 2013 CALD campaign (including the ‘Health Benefits’, ‘Family’, and ‘Money’ advertisements).

Prompted recognition of the ‘Health Benefits’ advertisements increased significantly between 2012 and 2013 – this increase was primarily driven by improved recognition of the print advertisement, especially amongst Recent Quitters.

Prompted recognition was primarily driven by recognition of the print and radio advertisements, with around two thirds and half of respondents respectively recalling seeing each of these campaign elements.

Key message take-out was assessed for the CALD campaign (including the ‘Health Benefits’ radio and print advertisements, the ‘Family’ print advertisement, and the ‘Money’ print advertisement) via unprompted and prompted questions. Unprompted message take-out was solid, with the following key campaign messages featuring prominently: ‘Quitting smoking has many health benefits’, ‘The day you stop smoking, your body starts repairing’,

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‘Your smoking affects your family too’, and ‘You could travel to your country for the money you spend on cigarettes’.

Prompted message takeout was consistently high, with more than eight in ten respondents recalling the following key messages:

There are many short and long term health benefits to quitting smoking (97%);

Every cigarette you don’t smoke is doing you good (97%);

The day you stop smoking, your body starts to repair itself (95%); and

Stop smoking today (86%).

Opinions of the CALD ‘Health Benefits’, Family’ and ‘Money’ print advertisements were generally positive: seven in ten respondents found the advertisements easy to understand, believable, and thought-provoking. In addition, over three quarters of respondents agreed that each of these campaign advertisements related to them.

Overall, the CALD campaign delivered a solid call to action, with 45% of respondents indicating that they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, 50% of respondents reported that they were intending to take further actions as a result of exposure to the campaign. Most commonly, Smokers reported that they had/ would consider quitting or had/ would reduce the amount that they smoked. Recent Quitters most commonly reported that they had quit smoking as a result of exposure to the campaign and were also likely to encourage family or friends to quit.

D. Campaign awareness and direct measures of campaign impact (Quit for You Quit for Two)

Prompted and unprompted awareness of the Quit for You Quit for Two campaign was low, with no respondents spontaneously mentioning an element of the campaign and only one in five respondents indicating that they recognised at least one of the campaign advertisements.

Campaign recognition was significantly higher amongst female respondents who were currently pregnant or had either (a) previously been pregnant, or (b) not been pregnant but were open to becoming pregnant in the next two years (31%, compared to 16% of respondents who do not fit into these groups).

Opinions of the Quit for You Quit for Two TVC were positive, with more than 8 in 10 respondents who had seen the TVC agreeing or strongly agreeing that the TVC was believable (91%) and easy to understand (86%).

The leading unprompted message recalled among those respondents exposed to the Quit for You Quit for Two campaign was ‘Don’t smoke when pregnant’, which was mentioned by more than half of respondents (55%). Other commonly derived messages included ‘You

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should not smoke during or before pregnancy as it affects the health of your baby (27%), ‘Quit for You Quit for Two’ (18%, and ‘Quit smoking’ (14%).

E. Indirect measures of campaign impact – Attitudes and awareness

Attitudes toward smoking and quitting: Respondents in the 2013 evaluation were less motivated to quit smoking and less confident that they could quit, when compared to 2012. In particular, respondents were less likely to indicate:

they are eager for a life without smoking (67%, down from 76% in 2012); and

they are confident they could quit smoking if they wanted to (59%, down from 67%).

Despite somewhat lower motivation and confidence, a large majority (84%) were aware that there are tools and support available to help them quit smoking and remain smoke-free.

Attitudes to smoking and quitting remained broadly consistent between 2012 and 2013.Comparisons between respondents exposed and not exposed to the CALD campaign revealed that:

Respondents exposed to the campaign were (a) more knowledgeable about available quitting aids, (b) more eager and confident to quit smoking and (c) thinking more about quitting than those not exposed to the campaign.

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Awareness of benefits of quitting: The most cited benefits of quitting smoking (without prompting) remained unchanged between 2012 and 2013:

77% of respondents mentioned financial benefits (up from 70% in 2012); and

67% of respondents mentioned improved fitness and other general health-related benefits (down from 81% in 2012).

Upon prompting, over two fifths of respondents acknowledged that quitting smoking or continuing not to smoke would benefit both their finances (40%) and their health (45%).Respondents who reported that they had been exposed to the CALD campaign were significantly more likely to believe that their health and/ or finances would benefit if they were to quit smoking, or continued not to smoke – these findings suggest that the CALD campaign may be increasing awareness of the health and financial benefits of quitting smoking.

Awareness of health effects of smoking: Awareness of the potential health-related effects of smoking remained consistently high between 2012 and 2013, with nine in ten respondents aware that smoking could result in:

Lung cancer (99%, in line with 98% in 2012);

Trouble breathing (97%, in line with 98% in 2012); and

Heart disease of heart attack (89%, in line with 92% in 2012).

Awareness of the potential health-related effects of smoking varied based on exposure to the CALD campaign, with respondents exposed to campaign significantly more likely to be aware that (a) smoking can result in lung cancer (100%, compared to 96% of those not exposed to the campaign), and (b) smoking can result in increased risk of stroke (90%, compared to 79% of those not exposed to campaign).

F. Indirect measures of campaign impact – Behaviours and experiences

Intention to quit smoking and intended timing of quit attempt: Intention to quit smoking differed significantly depending on year, with 83% of 2012 Smokers indicating that they intended to quit compared to 73% of 2013 Smokers. However, the intended timing of quit attempt was relatively consistent over time, with 42% of 2013 Smokers with quitting intentions and 40% of 2012 Smokers with quitting intentions indicating that they intended to quit smoking in the next six months.

Smokers who reported that they had been exposed to the CALD campaign were significantly more likely to indicate that they intended to quit smoking when compared to Smokers who had not been exposed to the campaign (79% compared to 55%). Among those who intended to quit smoking, almost half of Smokers who had been exposed to the campaign were significantly more likely to indicate that they intended to quit ‘Within the next six months’ (46% of Smokers exposed to the campaign compared to 24% of those not exposed).

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Smoking and health: On the whole, respondents acknowledged the harmful impact that smoking was having on their life/ health and, to a lesser extent, the health of others:

48% of respondents acknowledged that smoking had diminished their quality of life;

15% of respondents failed to acknowledge that their current and previous smoking damaged their health at least ‘a little’;

41% assessed the level of health damage caused to others was minimal (‘nil’); and

90% of respondents judged the chances of getting ill in the future from smoking to be 50/50 or higher.

Respondents who reported that they had been exposed to the CALD campaign were:

Significantly less likely to indicate that their current or previous smoking had damaged their health ‘Not at all’ when compared to respondents who had not been exposed to the campaign (13% compared to 23%);

Significantly more likely to acknowledge that their smoking may be harming others when compared to respondents who had not been exposed to the campaign, with 49% of those not exposed to the campaign indicating that their current or previous smoking harmed others ‘Not at all’; and

Significantly more worried about the possibility of future health damage caused by smoking, with 8% of respondents exposed to the campaign indicating that they were ‘Not at all worried’ compared to 19% of those not exposed to the campaign.

Taken together, these results provide further evidence that the CALD campaign had a positive impact on the beliefs and attitudes of Smokers and Recent Quitters exposed to the campaign.

G. ConclusionsRespondents exposed to the CALD campaign were (a) more knowledgeable about available quitting aids, (b) more eager to quit smoking, and (c) thinking more about quitting. Campaign exposure was also associated with:

higher awareness of the health and financial benefits of quitting smoking;

greater awareness of some health-related effects of smoking;

increased acknowledgement that smoking is harmful to the smoker and to others; and

increased worry about future health damage caused by smoking.

The CALD campaign also delivered a solid call-to-action, with 45% of respondents indicating they had taken action toward quitting/ reducing smoking as a result of exposure to the campaign. Furthermore, 50% of respondents reported they were intending to take further actions as a result of exposure to the campaign.

Consistent with Phase 1 and Phase 2, Phase 3 of the CALD campaign has been effective in reaching the target audience, delivering key messages, promoting positive attitudes, and prompting quitting/ reduction of smoking (or consideration of) among those exposed to the

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campaign. These findings – coupled with the observation that less than 20%of those exposed indicated they are tired of seeing the advertisements – suggest that another wave of campaign advertising will most likely lead to further constructive behaviour changes within the target audience.

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Appendix D - Questionnaires

Mainstream (women ‘at risk’) component

Women ‘at risk’ of smoking while pregnant

NTC Special Audiences – Mainstream Audience ComponentDepartment of Health and Ageing

FINAL

INTRODUCTION AND CONFIRMATORY SCREENING

S1 Good (morning/ afternoon/ evening), my name is <INTERVIEWER NAME> from Australian Fieldwork Solutions and I’m conducting an important health survey for ORIMA Research and the Department of Health and Ageing. Could I please speak with [NAMED RESPONDENT]?

IF NECESSARY: [RESPONDENT NAME] has put her name down to take part in our survey.

1. Yes, Continue2. Respondent not available – make appointment to call back

SAY TO NAMED RESPONDENT:S2 Good (morning/ afternoon/ evening), my name is <INTERVIEWER NAME> from AFS

and I’m conducting an important women’s health survey for ORIMA Research and the Department of Health and Ageing. You may recall recently signing up to see if you were eligible to participate in our study. If you are eligible, the interview will take around 20 minutes and I will be providing a voucher for $50 for all completed interviews. All answers given to me will be completely private. If there are any questions you don’t want to answer I can either skip over them or work out if we can continue this interview. Would you be willing to help me?

1. Yes, Continue2. Make appointment3. Respondent refusal (Thank and end interview: “Thanks for your time.”)

SCREENING FOR ELIGIBILITY

Age ScreeningFirstly, I need to ask you a few questions to make sure you are part of the group of people we would like to talk to.

(ASK ALL)S3 Could you please tell me your age?

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1. Record exact age (MUST BE AGED 16-40 TO BE ELIGIBLE)2. Refused

(ASK IF REFUSED AGE) S4 Could you tell me which of the following age groups you are in?

1. Under 16 (NOT ELIGIBLE – “Sorry, but you need to be aged between 16 and 40 to take part.”)

2. 16-173. 18-244. 25-295. 30-346. 35-407. (41 years or older) (NOT ELIGIBLE - “Sorry, but you need to be aged between

16 and 40 to take part.”)98. (Refused) (NOT ELIGIBLE - “Thanks for your time, but we need to know your

age for you to take part.”)

Pregnancy Screening

CURRENTLY PREGNANTS5. Could you tell me if you are pregnant?

1. Yes (GO TO S7) (SMOKING STATUS)2. No (Continue to S5a)3. Unsure (Continue to S5a)

SMOKING WHILE PREVIOUSLY PREGNANT(ASK IF NOT CURRENTLY PREGNANT)S5a. Do you have a child under 3 months of age?

1. Yes2. No (GO TO S6)

S5b. How often, if at all, did you smoke cigarettes when you first found out you were pregnant with that child? Did you smoke them…

READ OUT. SINGLE ANSWER ONLY

1. Daily2. At least weekly (but not daily)3. At least monthly (but not weekly)4. Less often than monthly97. Not at all99. (DO NOT READ OUT) Can’t Say

S5c. And how often, if at all, were you smoking cigarettes one week after that child was born? Did you smoke them…


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1. Daily2. At least weekly (but not daily)3. At least monthly (but not weekly)4. Less often than monthly97. Not at all99. (DO NOT READ OUT) Can’t Say

PROGRAMMER NOTE – IF DAILY OR WEEKLY SMOKER DURING PREVIOUS PREGNANCY (CODE 1 OR 2 AT S5b or S5c) THEN QUALIFIES FOR SURVEYAS ‘SMOKER DURING RECENT PREGNANCY’ - CONTINUE TO S7

PREGNANCY INTENTIONS6. Which of these statements best describe how you feel about getting pregnant in the next 2 years?

1. I definitely do not want to get pregnant in the next 2 years - Terminate2. I don’t really want to get pregnant in the next 2 years - Continue3. I wouldn’t mind too much if I got pregnant in the next 2 years. – Continue4. I would love to get pregnant in the next 2 years - Continue

SMOKING STATUS(ASK ALL)S7 How often, if at all, do you CURRENTLY smoke cigarettes? Do you smoke them…


EXPLAIN AS NECESSARY: By cigarettes we mean cigarettes you get from a packet or cigarettes that you roll yourself/rollies (if asked – not including marijuana/ ganga).

1. Daily2. At least weekly (but not daily)3. At least monthly (but not weekly) (NOT ELIGIBLE - “Sorry, but you need to

smoke at least weekly to take part in the survey.”)4. Less often than monthly (NOT ELIGIBLE - “Sorry, but you need to smoke at

least weekly to take part in the survey.”)97. Not at all (GO TO S9)99. (DO NOT READ OUT) Can’t Say (NOT ELIGIBLE - “Sorry, but you need to smoke

at least weekly to take part in the survey.”)

(ASK CURRENT SMOKERS)S8 Which of the following best describes your smoking behaviour in the last month or so?


1. I have not thought about quitting smoking2. I thought about quitting, but did not actually try to quit3. I tried to quit, but started smoking again97. (DO NOT READ OUT) None of the above

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99. (DO NOT READ OUT) Can’t say

PROGRAMMER NOTE – IF DAILY OR WEEKLY SMOKER DURING PREVIOUS PREGNANCY (CODE 1 OR 2 AT S5b or S5c) AND RECENT QUITTER (CODE 97 AT S7), SKIP TO 12.

(ASK IF DO NOT CURRENTLY SMOKE AT ALL: S7=97)S9 Have you ever smoked cigarettes at least weekly?

1. Yes2. No, never (NOT ELIGIBLE - “Sorry, but you do not qualify for our survey.

Thanks for your time.”)99. Can’t say (NOT ELIGIBLE - “Sorry, but you do not qualify for our survey. Thanks

for your time.”)

(ASK IF DO NOT CURRENTLY SMOKE AT ALL: S7=97 AND S9=1)

S10 Did you stop smoking cigarettes at least weekly more or less than one year ago?

1. Less than one year ago2. One year ago or longer (NOT ELIGIBLE - “Sorry, but you need to be either a

current smoker or to have quit smoking in the last 12 months to take part.”)99. Can't say (NOT ELIGIBLE - “Sorry, but you need to be either a current smoker or

to have quit smoking in the last 12 months to take part.”)

(FOR ALL)

INTERVIEWER CHECK : SMOKING DEFINITIONSREGULAR SMOKER (S7=1 to 2)Daily smoker (S7=1)Weekly smoker (S7=2)RECENT QUITTER (S7=97 AND S10=1)

(ASK IF NOT CURRENTLY PREGNANT, S5>1)

S11. Smoking behaviour if pregnantWhich of these statements best describes how likely you would be to smoke if you were pregnant?

1. I definitely would smoke sometimes if I was pregnant (QUALIFIES - Continue to S12)

2. I probably would smoke sometimes if I was pregnant (QUALIFIES - Continue to S12)

3. I would try not to, but I might smoke occasionally if I was pregnant (QUALIFIES - Continue to S12)

4. I definitely would not smoke if I was pregnant (NOT ELIGIBLE - “Sorry but you do not qualify for our survey.”)

99. (DO NOT READ OUT) CAN’T SAY (QUALIFIES - Continue to S12)

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INTERVIEWER CHECK: PREGNANCY AND SMOKING ELIGIBILITYPREGNANT SMOKER (S7=1 to 2 AND S5=1)PREGNANT RECENT QUITTER (S10=1 AND S5=1)SMOKER MAY BECOME PREGNANT (S7=1 to 2 AND S6=2 to 4 AND S11=1 to 3)RECENT QUITTER MAY BECOME PREGNANT (S10=1 AND S6=2 to 4 AND S11=1 to 3)‘SMOKER DURING RECENT PREGNANCY’ AND CURRENT SMOKER (S5b = 1 or 2 OR S5c = 1 or 2 AND S7 = 1-2)‘SMOKER DURING RECENT PREGNANCY’ AND RECENT QUITTER (S5b = 1 or 2 OR S5c = 1 or 2 AND S7 = 97)

(FOR ALL)

S12 You qualify for our survey. Now, could I please just confirm your postcode?

IF NECESSARY: This is just so we can look at the results across different areas.

1. Yes, Record postcode2. No/ Refused

SMOKING BEHAVIOUR

IF DAILY SMOKER CONTINUE, ELSE GO TO Q2

(ASK DAILY SMOKERS)Q1 How many cigarettes would you smoke each day (on average)?

IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM RANGE

1. Record number of cigarettes per day : 2. Refused

IF WEEKLY SMOKER CONTINUE, ELSE GO TO Q3

(ASK WEEKLY SMOKER)Q2 How many cigarettes would you smoke each week (on average)?


1. Record number of cigarettes per week : 2. Refused

(ASK ALL)Q3 Did any of your parents or guardians ever smoke?

1. Yes2. No, never99. Can’t say

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(ASK ALL)Q4 Do you have a husband or partner?

1. Yes2. No (GO TO Q6)99. Refused

IF YES AT Q4 ASK:Q5 Do they smoke?

1. Yes2. No99. Can’t say

QUITTING STATUS & EXPERIENCE – RECENT QUITTERSIF S7= 97 (NOT CURRENT SMOKER) AND S10=1 (QUIT IN THE LAST 12 MONTHS) CONTINUE, ELSE GO TO Q9.

Q6 You mentioned earlier that you smoked in the past. Roughly how long ago did you quit smoking? (ENCOURAGE BEST GUESS)

IF NECESSARY: by quit I mean stop totally.

1. Record days (ALLOWABLE RANGE: 1 TO 356) : 2. Record weeks (ALLOWABLE RANGE: 1 TO 52) : 3. Record months (ALLOWABLE RANGE: 1 TO 12) : 98. Refused99. Can’t say

Q7 Is it likely or unlikely that you’ll be able to continue not smoking?(ENCOURAGE BEST GUESS)

1. Likely2. Unlikely99. Can’t say

Q8 What, if anything, specifically prompted you to quit smoking? DO NOT READ OUT. MULTIPLES ACCEPTED

Health & Fitness1. Asthmatic/ trouble breathing2. Had a cough/ cold/ flu/ chest infection3. Health scare (E.g. pneumonia, coughing fits)4. Heart attack5. Decline in health/ bad for my health6. Affecting my fitness7. Other health or fitness reason (SPECIFY)8. Health reasons/ ill health (Unspecified, not codes 1-6)

Family & Friends

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9. I became pregnant10. I am planning on becoming pregnant11. My partner/ relative/ friend became pregnant12. Children in the house/ children's health/ role model for children/ children

encouraged me to quit13. Family/ partner/ parents14. Friends/ colleagues15. Family history of illness (E.g. throat cancer)16. Know someone who is ill/ has died from smoking related illness17. Public perception

Money18. Cost/ too expensive19. Waste of money20. Wanted to save money

Physical Appearance 21. The smell (On my body/ clothes)22. Causing ageing (Wrinkles, etc.)

Advertising & Promotions23. Health warnings on packs or new ‘plain packaging’24. Health warning advertisements/ anti-smoking advertisements/ health

information25. Smoking support groups/ programs26. GP or other health worker advice27. Visiting the Quitnow Website

Others28. Just stopped/ spur of the moment29. Just wanted to30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,

inhaler, lozenges etc.) 96. Other (SPECIFY)97. No particular reason99. Can't say

CURRENT SMOKERS’ QUITTING ATTEMPTS & EXPERIENCEIF S7=1 TO 2 (CURRENT SMOKER) CONTINUE, ELSE GO TO Q14.

Q9 Have you ever tried to quit smoking?IF NECESSARY: by quit I mean stop totally.

1. Yes2. No (GO TO Q15)99. Can’t Say (GO TO Q15)

Q10 How many times have you tried to quit smoking?

IF UNSURE: Your best guess will do

1. Once

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2. Twice3. Three times4. Four times5. Five times6. 6-10 times7. More than 10 times99. Can’t say

Q11 How long ago did you (last) try to quit smoking? 1. Record days (ALLOWABLE RANGE: 1 TO 356):2. Record weeks (ALLOWABLE RANGE: 1 TO 52) :3. Record months (ALLOWABLE RANGE: 1 TO 12):4. Record years : 98. Refused99. Can’t say

Q12 Thinking about the last time you quit smoking, what, if anything, made you quit?

Health & Fitness1. Asthmatic/ trouble breathing2. Had a cough/ cold/ flu/ chest infection3. Health scare (E.g. pneumonia, coughing fits)4. Heart attack5. Decline in health/ bad for my health6. Affecting my fitness7. Other health or fitness reason (SPECIFY)8. Health reasons/ ill health (Unspecified, not codes 1-6)

Family & Friends9. I became pregnant10. I am planning on becoming pregnant11. My partner/relative/ friend became pregnant12. Children in the house/ children's health/ role model for children/ children




Advertising & Promotions23. Health warnings on packs or new ‘plain packaging’

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24. Health warning advertisements/ anti-smoking advertisements/health information

25. Smoking support groups/programs26. GP or other health worker advice27. Visiting the Quitnow Website


inhaler, lozenges etc.) 96. Other (SPECIFY)97. No particular reason98. Can't say

Q13 And how long did you stay off the cigarettes?

1. Record days (ALLOWABLE RANGE=1 TO 356): 2. Record weeks (ALLOWABLE RANGE=1 TO 52) : 3. Record months (ALLOWABLE RANGE=1 TO 12): 4. Record years : 98. Refused99. Can’t say

(ASK CURRENT SMOKERS WHO HAVE TRIED TO QUIT AND RECENT QUITTERS)Q14 Which, if any, of the following have you ever done to help you quit smoking?

READ OUT. MULTIPLES ACCEPTED.

Quitting Aids1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges etc.) 2. Used Zyban3. Used Champix4. Used a smartphone app5. E-cigarettes

Advice6. Rang the Quitline7. Asked your doctor for help to quit (including health nurses, Aboriginal Medical

Services)8. Asked a pharmacist/ other health professional for advice on quitting 9. Taken part in Quit smoking programs (individual or group)10. Used an online/ internet support tool such as an online Quitcoach11. Visited the Quitnow website12. Got support from family/ friends13. Talked to midwife about quitting14. Enrolled in or discussed Antenatal (post-birth) Smokefree Pregnancy Program

No quitting aids or advice15. Reduced the amount of cigarettes I smoke/ cut down16. Gave up on my own

Other

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96. Other (SPECIFY) : 97. (DO NOT READ OUT) None of the above 99. (DO NOT READ OUT) Can't say

IF CURRENT SMOKER CONTINUE, ELSE GO TO Q21Q15 During the past 6 months has anybody you know been trying to get you to quit

smoking?

1. Yes2. No (GO TO Q17)99. Can't say (GO TO Q17)

(ASK CURRENT SMOKERS WHO HAVE HAD SOMEBODY TRYING TO GET THEM TO QUIT)Q16 And who has been trying to get you to quit smoking?

DO NOT READ OUT. MULTIPLES ACCEPTED.

1. Partner/ spouse2. Child/ children3. Sibling (brother or sister)4. Parents/ guardians5. Other family member (e.g. aunts and uncles)6. Friend/ flatmate/ work colleague7. Doctor/ medical practitioner/ health worker/ midwife96. Other (SPECIFY) : 99. Don’t know

(ASK CURRENT SMOKERS)Q17 Do you intend to quit smoking?

1. Yes2. No (GO TO Q20)3. Don't know (GO TO Q20)

(ASK CURRENT SMOKERS WHO INTEND TO QUIT).Q18 Are you planning to quit . . .

READ OUT

1. Within the next month2. Within the next 6 months3. Sometime in the future, beyond 6 months99. (DO NOT READ OUT) Don't know

(ASK CURRENT SMOKERS WHO INTEND TO QUIT AND ARE PREGNANT).Q19 Are you planning to quit smoking either before or when your baby is born?

1. Yes2. No99. (DO NOT READ OUT) Don't know

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(ASK CURRENT SMOKERS)Q20 If you were trying to quit smoking, is it likely or unlikely that you would be able to do

so for good?

1. Likely2. Unlikely99. Can't say

SMOKING & HEALTH(ASK ALL)Q21 Now I'd like to ask you about smoking, your quality of life and your health.

How much, if at all, has smoking affected your life? Would you say it has….

READ OUT

1. Improved it greatly2. Improved it3. Neither improved nor lowered your quality of life4. Lowered it5. Lowered it greatly98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know

Q22 How much, if at all, has smoking damaged your health? Would you say….

READ OUT

1. Not at all 2. Just a little 3. A fair amount 4. A great deal 98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know

Q23 How much, if at all, has your smoking affected the health of others? Would you say….

READ OUT

1. Not at all 2. Just a little 3. A fair amount 4. A great deal 5. (DO NOT READ OUT) Not applicable 98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know

(ASK ALL WHO ARE PREGNANT – code 1 at S5)

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Q23a How much, if at all, are you concerned that your smoking has affected the health of your unborn baby? Would you say…

READ OUT


Q24.(IF CURRENT SMOKER) How likely do you think it is that your smoking will make you ill if you keep smoking?(IF RECENT QUITTER) What do you think is the likelihood of you becoming ill from your past smoking?

Would you say…

READ OUT1. Not at all likely2. Not very likely3. 50/ 504. Very likely5. Certain99. (DO NOT READ OUT) Can't say

Q25.(IF CURRENT SMOKER) How worried are you, if at all, that smoking WILL damage your health in the future? (IF RECENT QUITTER) How worried are you, if at all, that your past smoking WILL damage your health in the future?

Would you say you are…

READ OUT

1. Not at all worried2. A little worried 3. Moderately worried4. Very worried 97. (DO NOT READ OUT) Not applicable 98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know

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ATTITUDES TOWARDS SMOKING AND QUITTING

IF CURRENT SMOKER CONTINUE, OTHERWISE GO TO Q27.Q26 I would now like to ask you how much you agree or disagree with the following

statements about smoking and quitting.

Do you Strongly Agree, Agree, Neither agree nor disagree, Disagree or Strongly disagree that:

(STATEMENTS)a. 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. There is support and tools available to help you quit and remain smoke-free

(RESPONSE FRAME)1. Strongly Agree2. Agree3. Neither Agree nor Disagree4. Disagree5. Strongly Disagree99. (DO NOT READ OUT) Don’t know

(ASK ALL)Q27 I will now read out some statements about smoking and quitting. How much do you

agree or disagree that …

Do you Strongly Agree, Agree, Neither agree nor disagree, Disagree or Strongly disagree that:

(STATEMENTS)a. People generally do not approve of smoking in Australiab. The rewards of smoking outweigh the negativesc. Quitting smoking is easyd. It’s never too late to quit smokinge. Quitting will reduce your risk of sickness caused by smokingf. There are many benefits to quitting smokingg. There are negative health impacts of smoking before and during pregnancy and

around childrenh. There are many benefits to quitting smoking before and during pregnancy and

following birthi. Passive smoking affects pregnant women and their unborn childrenj. Quitting at any time during pregnancy decreases the risk of harm to the unborn

childk. Quitting smoking improves oxygen flow around your body and to your babyl. You should not quit smoking when pregnant as the baby will suffer withdrawalsm. There are support and tools available to help smokers quitn. It’s possible to quit smoking and remain a non-smoker

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(RESPONSE FRAME)1. Strongly agree2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

AWARENESS OF BENEFITS OF QUITTING SMOKING - UNPROMPTED(ASK ALL)Q28 In your opinion, what, if any, are the benefits to you of quitting smoking?


1. Decreased risk of premature death/ less likely to die2. Decreased risk of cancer3. Decreased risk of stroke4. Decreased risk of heart disease5. Decreased risk of other diseases/ illness/ getting sick 6. Improved smell and taste7. Improved lung function/ breathing8. Improved blood flow to the skin9. Improved fitness/ general health10. Save money/ more money11. Kids/ family would like it12. Not being a bad role model to others in the family or community13. Stopping others from being exposed to cigarette smoke (passive smoking)14. Easier when going out15. Public perception16. Not smelling like smoke/ cigarettes17. Fewer complications during pregnancy (general)18. Decreased risk of miscarriage19. Decreased risk of premature labour/ birth20. Decreased risk of ectopic pregnancy21. Better for baby/ Healthier baby (general)22. Decreased risk of SIDS (Sudden Infant Death Syndrome)23. Decreased risk of baby with low birth weight24. Decreased risk of baby getting infection25. Decreased risk of baby having breathing difficulties26. Decreased risk of baby developing cleft lip/ cleft palate27. Decreased risk of baby having asthma/ impaired lung function later in life28. Other benefit (SPECIFY) : 29. No benefits99. Don’t know98. Refused

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Q28a In your opinion, what, if any, are the benefits to a baby of its mother not smoking while pregnant? DO NOT READ OUT. MULTIPLES ACCEPTED.

1. Fewer complications during mother’s pregnancy (general)2. Decreased risk of miscarriage3. Decreased risk of premature labour/ birth4. Decreased risk of ectopic pregnancy5. Better for baby/ Healthier baby (general)6. Decreased risk of SIDS (Sudden Infant Death Syndrome)7. Decreased risk of baby with low birth weight8. Decreased risk of baby getting infection9. Decreased risk of baby having breathing difficulties/ asthma10. Decreased risk of baby developing cleft lip/ cleft palate11. Decreased risk of baby having asthma/ impaired lung function later in life12. Other benefit (SPECIFY) : 13. No benefits99. Don’t know98. Refused

Q29 How much do you think you would benefit financially if you were to (IF NON-CURRENT SMOKER) continue not to smoke / (IF SMOKE AT ALL) quit smoking in the next 6 months?

READ OUT

1. Not at all2. Slightly3. Moderately4. Very much5. Extremely99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

Q30 How much do you think your health would benefit if you were to (IF NON-CURRENT SMOKER) continue not to smoke/ (IF SMOKE AT ALL) quit smoking in the next 6 months?

READ OUT


AWARENESS OF HEALTH EFFECTS OF SMOKING

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(ASK ALL)Q31 I am going to read you a list of health effects and diseases that may or may not be

caused by smoking cigarettes. Based on what you know or believe, does smoking cause . . .

(STATEMENTS)a. Heart disease/ Heart attack? b. Lung cancer? c. Trouble breathing? d. Increased risk of stroke? e. Illness and death in non-smokers?f. Increased risk of miscarriageg. Increased risk of premature labourh. increased the risk of infection and breathing problems due to low birth weighti. increased risk of SIDS (Sudden Infant Death Syndrome)j. increased risk of ectopic pregnancy

(RESPONSE FRAME)1. Yes 2. No99. Don't know

PREVALENCE OF ADVICE TO KEEP SMOKING WHILE PREGNANT

(ASK IF S5>1 AND S5a=2: i.e. not currently or recently pregnant)Q32 Have you ever been pregnant?

1. Yes 2. No (GO TO AD1)99. (DO NOT READ OUT) Don’t know (GO TO AD1)98. (DO NOT READ OUT) Refused (GO TO AD1)

(ASK IF S5=1 OR S5a=1 OR Q32=1: i.e. has been pregnant)Q33 Has anyone ever told you not to try to quit smoking while you are pregnant?

1. Yes 2. No (GO TO AD1)99. (DO NOT READ OUT) Don’t know (GO TO AD1)98. (DO NOT READ OUT) Refused (GO TO AD1)

Q34 Who told you to keep smoking while pregnant? DO NOT READ OUT. MULTIPLES ACCEPTED.

1. Partner/ spouse2. Child/ children3. Sibling (brother or sister)4. Parents/ guardians5. Other family member (e.g. aunts and uncles)

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6. Friend/ flatmate/ work colleague7. Doctor/ medical practitioner/ health worker/ midwife97. Other (SPECIFY) : 99. Don’t know98. Refused

ADVERTISING AWARENESS

Unprompted Recall(ASK ALL)The next few questions are about 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. Yes2. No (GO TO AD3)99. Can’t Say (GO TO AD3)

(ASK THOSE WHO RECALL SMOKING ADVERTISING)AD2 i. Can you please describe the first ad that comes to mind? And what was the ad trying

to say?

Record Responseii. Can you please describe the next ad that comes to mind? And what was the ad trying to say?

1. Record Response 2. Don’t know98. Refused

(ASK ALL)AD3 In the past 4 months, do you recall seeing any television advertising relating to

smoking and pregnancy?

1. Yes 2. No 98. Don’t know 99. Refused

‘Smoking During Pregnancy’ Campaign – Prompted Recall

(ASK ALL)AD4 I’d now like you to open the envelope you were sent and have a look at the sheet that

shows some pictures from a recent TV ad.

Have you seen this ad?

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1. Yes2. No (GO TO AD8)99. Don’t know (GO TO AD8)98. Refused (GO TO AD8)

AD4a. Where did you see this ad? Did you see it?READ OUT. MULTIPLES ACCEPTED.

A. On TV B. On the internet (Where on the internet? - specify)C. Somewhere else (Specify)

(RESPONSE FRAME)1. Yes2. No99. (DO NOT READ OUT) Don’t know

(ASK IF SEEN TVC)AD5 We want to see what you remember about this ad from seeing it before, so

putting the sheet back into the envelope, what would you say were the MAIN things that this ad was trying to say?


1. Smoking causes serious illness2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the health

of your baby4. Quitting smoking improves oxygen flow around your body and to your baby5. Quitting smoking lowers the risk of miscarriage6. Quitting smoking lowers the risk of premature labour7. Quitting smoking lowers the risk of infection and breathing problems due to

low birth weight8. Quitting smoking lowers the risk of Sudden Infant Death Syndrome (SIDS) 9. Talk to your doctor about quitting smoking for good10. It’s twice as important to get the help you need when pregnant, or planning to

be11. Every cigarette you don’t smoke is doing you good12. Smoking is dangerous/ bad13. Quit for You. Quit for Two.14. Quit smoking15. Quit smoking and give your baby a healthy start16. Call the Quitline17. Download the free phone app to help you quit18. Visit the Quitnow website19. Support is available20. Smoking when pregnant is dangerous21. When you quit smoking you get the toxins out of your body22. Quitting benefits you and your baby23. Other (SPECIFY) :

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(ASK IF SEEN TVC)AD6 Thinking about this ad, how much do you agree or disagree it …

Do you Strongly Agree (SA), Agree (A), Neither agree nor disagree (N), Disagree (D) or Strongly Disagree (SD)?

(STATEMENTS)a. ...was easy to understandb. ...taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me

(RESPONSE FRAME) 1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree99. (Don’t know)98. (Refused)

AD7 And how much do you agree or disagree that you are getting tired of seeing this ad?

Do you strongly agree, agree, neither agree nor disagree, disagree or strongly disagree?

1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree99. (Don’t know)98. (Refused)

AD8 Okay, I’m now going to play you a radio ad and would like to know if you have heard it. (IF RECORDING DOES NOT PLAY BACK PROPERLY, DESCRIBE AD: The ad starts with women describing some food cravings that they’ve had during pregnancy. Another woman then states while some cravings during pregnancy are okay to give into, it is worth fighting cravings for cigarettes. This woman goes onto list some of the benefits of quitting smoking, including getting toxins out of your system, and reduced risk of miscarriage and other serious health problems for your baby. Listeners are prompted

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to Quit for You Quit for Two. Assistance is offered via Quitline and a free smartphone app.

Have you heard this ad?

1. Yes2. No (GO TO AD11) 99 Don’t know (GO TO AD11)98 Refused (GO TO AD11)

(ASK IF HEARD RADIO AD)AD9 Thinking about the radio ad, what would you say were the MAIN things this ad

was trying to say?DO NOT READ OUT. MULTIPLES ACCEPTED.

1. Smoking causes cancer (unspecific)2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the health

of your baby4. It’s worth fighting cravings for cigarettes when you’re pregnant5. When you quit smoking, you get the toxins out of your system6. Quitting smoking lowers the risk of miscarriage and/or other serious health

problems for your baby7. Smoking is dangerous/ bad8. Quit for You. Quit for Two9. Quit smoking10. Quit smoking and give your baby a healthy start11. It’s twice as important to get the help you need when pregnant, or planning to

be12. Call the Quitline13. Download the free phone app to help you quit14. Visit the Quitnow website15. Other (SPECIFY) :

(ASK IF HEARD RADIO AD)AD10 Thinking about this radio ad, how much do you agree or disagree it …


(STATEMENTS)a. ...was easy to understandb. ...taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smoking

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h. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me


(ASK ALL)AD11 There is also a print ad in the envelope you were sent. It shows a pregnant woman

with the words ‘Quit for You Quit for Two’ beside her.

Have you seen this print ad before today? (MULTIPLES ACCEPTED)

1. Yes – seen in magazine2. Yes – seen in newspaper3. Yes – seen online4. Yes – in shopping centre bathroom5. Yes – seen, but not sure where6. No (GO TO AD14)99. Don’t know (GO TO AD14)98. Refused (GO TO AD14)

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD12 We want to see what you remember about this ad from seeing it before, so putting

the ad back into the envelope, what would you say were the MAIN things that this ad was trying to say?

(DO NOT READ OUT) (MULTIPLES ACCEPTED)

1. Smoking causes cancer (unspecific)2. Don’t smoke when pregnant3. Smoking when pregnant deprives your baby of oxygen4. If you smoke when pregnant toxic chemicals go into your baby including some

proven to cause cancer5. Smoking when pregnant increases the risk of miscarriage6. Smoking when pregnant increases the risk of premature labour7. Smoking when pregnant increases the risk of ectopic pregnancy8. Smoking when pregnant increases the risk of Sudden Infant Death Syndrome

(SIDS)9. Quitting smoking can save you money 10. When you feel the urge to smoke remember the 4 Ds (delay, deep breathe, do

something else, drink water)11. Smoking is dangerous/ bad12. Quit for You. Quit for Two

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13. Quit smoking14. Quit smoking and give your baby a healthy start15. It’s twice as important to get the help you need when pregnant, or planning to


(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD13 Now, taking the ad back out of the envelope and having another look at it, to what

extent do you agree or disagree it …

Do you Strongly agree, Agree, Neither agree nor disagree, Disagree or Strongly disagree.

(STATEMENTS)a. ...was easy to understandb. ...taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me

(RESPONSE FRAME)1. Strongly agree2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (Don’t know)98. (Refused)

AD14 In the envelope you were sent there is also a sheet containing images of a phone app that was developed to assist pregnant women to quit smoking.

Have you seen this app before today? (MULTIPLES ACCEPTED)

1. Yes – I downloaded it2. Yes – I saw it on someone else’s phone 3. Yes – I saw it in an ad 4. No 99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

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IF AD14>1, GO TO AD22

(ASK AD15-AD21 IF DOWNLOADED PHONE APP; I.E. AD14=1)

AD15 How useful did you find the Quit for You Quit for Two phone app? Was it…?

1. Very useful2. Somewhat useful3. Not at all useful99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD16 How easy or difficult was it to use the Quit for You Quit for Two phone app? Was it… ?

1. Very easy2. Easy3. Neither easy nor difficult4. Difficult5. Very difficult99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

AD17 Which of the following statements best describe how you used the app?

1. I used the app consistently throughout my pregnancy2. I used the app from time to time throughout my pregnancy3. I stopped using the app after a while4. I never really used the app after downloading it99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

AD18 How frequently did you use the app?

1. Daily2. At least weekly (but not daily)3. Less often than weekly4. Not at all99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused


AD19 Which of the following was the most valuable feature of the app?

1. Daily tips2. Baby growth3. Savings

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4. Games5. Other (SPECIFY) : 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

AD20 Did you use the app to manage cravings?1. Yes 2. No 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

AD21 Would you recommend the app to other women?1. Yes 2. No 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

AD22 Have you tried any other apps to help you quit smoking?1. Yes (SPECIFY NAME OF APP) : 2. No 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

Key Campaign Message Takeouts

(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT OF THE NATIONAL TOBACCO CAMPAIGN)

AD23 Whether or not you have seen ALL of the ads we’ve discussed today, we are interested in YOUR THOUGHTS about the ads.

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 ads were trying to say to you.

READ OUT EACH STATEMENT … THEN … Do you think the ad communicated this message to you?

(STATEMENTS)a. There are many short and long term health benefits to quitting smokingb. Your smoking affects your unborn babyc. You should quit smoking for your babyd. Every cigarette you don’t smoke, is doing you goode. Every cigarette you smoke is damaging your unborn childf. Call the Quitlineg. Download the Quit for You Quit for Two apph. When you choose to quit smoking there is support available

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i. Use the 4D’s to help with cravings (delay, deep breathe, do something else and drink water)

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

(RESPONSE FRAME) 1. Yes2. No99. Don’t know98. Refused

Direct influence of the campaign(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT OF THE NATIONAL TOBACCO CAMPAIGN)AD24 What, if anything, have you done as a result of seeing these ads?

MULTIPLES ACCEPTED. DO NOT READ OUT.

1. Considered quitting2. Downloaded the Quit for You Quit for Two app3. Downloaded another smartphone app for quitting4. Discussed smoking and health with my partner/ friend/ family5. Changed the type of cigarettes I smoke 6. Cut down the amount I smoke7. Stopped/ quit smoking 8. Rang the Quitline 9. Read "how to quit" literature 10. Accessed Quit information from a website 11. Visited the Quitnow website12. Asked my doctor for help to quit 13. Began taking Nicotine replacement therapy (NRT), or other pharmaceutical

stop smoking product14. Set a date to give up smoking15. Asked my pharmacist/other health professional for advice on quitting16. Other (SPECIFY) : 17. Done nothing99. (Don’t know)98. (Refused)

(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT OF THE NATIONAL TOBACCO CAMPAIGN)AD25 What, if anything, will you do in the next month in response to seeing these ads?


1. Consider quitting2. Download the Quit for You Quit for Two app3. Download other quitting apps4. Discuss smoking and health with my partner/ friend/ family5. Change the type of cigarettes I smoke

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6. Reduce the quantity of cigarettes I smoke 7. Stop/ quit smoking 8. Ring the Quitline 9. Read "how to quit" literature10. Visited the Quitnow website 11. Access Quit information from a website 12. Ask my doctor for help to quit 13. Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop

smoking products14. Other (SPECIFY) : 15. No intentions99. (Don’t know)98. (Refused)

(ASK ALL)AD26 In future, where do you think ads should be placed to encourage pregnant women not

to smoke?MULTIPLES ACCEPTED. DO NOT READ OUT.

1. Commercial free-to-air television channels 9, 7, 10,or SBS (and their digital channels)

2. Pay TV channels 3. Commercial radio stations 4. Newspapers 5. Magazines6. Online7. Outdoor advertising like billboards and at bus stops8. Other (SPECIFY) :

ENVIRONMENTAL TOBACCO SMOKE(ASK ALL)AD27 If someone wanted to smoke in your house, which of the following best describes

what they usually can do? READ OUT. SINGLE ANSWER ONLY

1. Smoke anywhere inside the house2. Smoke inside the house, but only in certain rooms, or3. Smoke outside only4. (DO NOT READ OUT) Smoking not allowed inside or outside 99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

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DEMOGRAPHICS (ASK ALL)

Now I just have a few simple questions about your use of TV, radio, magazines and the internet.

D1 How often do you:

a. Watch commercial free-to-air television channels 9, 7, 10, or SBS (and their digital channels)?

b. Watch Pay TV channels?c. Listen to commercial radio stations?d. Read newspapers?e. Read magazines?f. Use the Internet to search for information or to read articles or view video clips?

(RESPONSE FRAME)1. Daily2. A few times a week3. A few times a month4. Once a month or less5. Never6. Refused

D2. Can you please tell me your three favourite TV programs and the channel and day of the week when they are on.

ASK IF D1(e) < 5

D2a What are your three favourite magazines?

ASK IF D1(f) < 5

D3 And what are your three favourite internet websites?

D3a In the last 7 days have you watched any Australian catch-up TV online, for example on SBS on Demand, Plus7, ninemsn video or the Channel Ten website?

1 Yes 2 No99 (Do not read out) Don’t know

To make sure we’ve spoken with a good range of people, I’d like to ask you a few final questions.

D4 Do you speak a language other than English at home?

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1. Yes – please specify2. No98. Refused99. Can’t Say

D5 Broadly speaking, what is the gross annual income of your household before tax..?(Gross = income from all sources (e.g. wages, salary, rent, dividends, government payments) for all people living in the household)

Read out

1. Under $30,0002. $30,000 to under $60,0003. $60,000 to under $90,0004. $90,000 to under $120,0005. $120,000 to under $150,0006. $150,000 or more7. (Refused)

D6 What is the main income earner's job? PROBE IF NECESSARY.IF RETIRED OR NOT CURRENTLY WORKING, PROBE FOR PREVIOUS OCCUPATION IF ANY

8. Manager9. Professional10. Technician or trades worker11. Community or personal service worker12. Clerical or administrative worker13. Sales worker14. Machinery operator or driver15. Labourer16. Student96. Other (SPECIFY) : 97. No occupation (excludes students)98. Refused99. Can’t say

D7 Are there any people aged under 18 years of age living in this household?

1. Yes2. No98. Refused99. Can’t Say

D8 Can you please tell me what is your highest level of education?

1. Some primary school2. Finished primary school

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3. Some secondary school4. Finished secondary school5. Apprenticeship, trade, certificate6. Some tertiary education (university, tafe or college)7. Finished tertiary education8. Higher degree or higher diploma (E.g. phd, masters, grad dip)99. (Can’t say)98. (Refused)

D9 And finally, have you been told by a doctor or nurse that you currently have any of the following health conditions: MUTIPLES ACCEPTED

READ OUT 1. Arthritis2. Asthma3. Heart disease4. Have had, or at risk of, stroke5. Chronic kidney disease6. Cancer of any kind7. Mental Health problems such as Depression8. Type 2 Diabetes9. Oral Disease (E.g. Gum disease)10. Osteoporosis97. (DO NOT READ OUT) None of these 99. (DO NOT READ OUT) Can’t say

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 and Ageing 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 when all interviewing is completed.

Can I just confirm your name and phone number?

Respondent’s Name: Respondent’s Phone:

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 and Ageing by AFS.

IF NECESSARY: If you have any queries about this survey, or would like any further information, you can call us on 1800 883 345.

As this is a market research interview, I can assure you it is carried out in compliance with the Privacy Act and the information you provided will be used only for research purposes.

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IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:

www.quitnow.info.au

Quitline 131 848

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Family members

NTC Special Audiences – Partners/family members of women ‘at risk’

Department of Health and Ageing

FINAL


S1 Good (morning/ afternoon/ evening), my name is <INTERVIEWER NAME> from Australian Fieldwork Solutions and I’m conducting an important health survey for ORIMA Research and the Department of Health and Ageing. Could I please speak with [NAMED RESPONDENT]?

IF NECESSARY: <RELATIONSHIP & NAME OF REFERRER> thought <HE/SHE> might be interested in participating in our survey.

1. Yes, Continue2. Respondent not available – make appointment to call back

SAY TO NAMED RESPONDENT:S2 Good (morning/ afternoon/ evening), my name is <INTERVIEWER NAME> from AFS

and I’m conducting an important health survey for ORIMA Research and the Department of Health and Ageing.

<RELATIONSHIP & NAME OF REFERRER> thought you might be interested in participating in our survey. If you are eligible, the interview will take around 20 minutes and I will be providing a voucher for $50 for all completed interviews. <NAME OF REFERRER> also received $10 for referring you to us. All answers given to me will be completely private. If there are any questions you don’t want to answer I can either skip over them or work out if we can continue this interview. Would you be willing to help me?


SCREENING FOR ELIGIBILITY

Firstly, I need to ask you a few questions to make sure you are part of the group of people we would like to talk to.

PARTNER OR FAMILY MEMBER OF WOMAN WHO IS CURRENTLY PREGNANT

(ASK MALES ONLY. FEMALES GO STRAIGHT TO S5.)S3 Could you please tell me, do you have a wife or partner?

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1. Yes2. No (GO TO S5)3. Can’t say (GO TO S5)

S4 Could you tell me, is your partner pregnant?

1. Yes (GO TO S13)2. No3. Unsure

S5 Could you tell me, is a member of your family pregnant?

1. Yes (GO TO S13)2. No3. Unsure

IF INTERVIEWEE IS THE PARTNER OR FAMILY MEMBER OF A PREGNANT WOMAN, GO TO S13. OTHERWISE:

- IF THEY HAVE A PARTNER GO TO S6- IF THEY DON’T HAVE A PARTNER, GO TO S7.

PARTNER OR FAMILY MEMBER OF WOMAN WHO SMOKED WHILE RECENTLY PREGNANT

(ASK THOSE WHO HAVE A PARTNER)S6 Do you and your partner have a child under 3 months of age?

1. Yes (GO TO S8)2. No

S7 Does a member of your family have a child under 3 months of age?1. Yes2. No (GO TO S10)

S8 How often, if at all, did your partner <OR family member> smoke cigarettes when she first found out she was pregnant with that child? Did she smoke them…READ OUT. SINGLE ANSWER ONLY

1. Daily2. At least weekly (but not daily)3. At least monthly (but not weekly)4. Less often than monthly97. Not at all99. (DO NOT READ OUT) Can’t say

S9 And how often, if at all, was she smoking cigarettes one week after that child was born? Did she smoke them…READ OUT. SINGLE ANSWER ONLY

1. Daily

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2. At least weekly (but not daily)3. At least monthly (but not weekly)4. Less often than monthly97. Not at all99. (DO NOT READ OUT) Can’t Say

IF INTERVIEWEE IS THE PARTNER OR FAMILY MEMBER OF A WOMAN WHO SMOKED DAILY OR WEEKLY DURING RECENT PREGNANCY (i.e. code 1 or 2 at S8 or S9), THEY QUALIFY AS ‘PARTNER/FAMILY MEMBER OF A SMOKER DURING RECENT PREGNANCY’ AND GO TO S13. OTHERWISE:

- IF THEY HAVE A PARTNER GO TO S10- IF THEY DON’T HAVE A PARTNER, GO TO S11.

PARTNER OR FAMILY MEMBER OF WOMAN WHO INTENDS TO BECOME PREGNANT AND WOULD/ MIGHT SMOKE WHILE PREGNANT

(ASK THOSE WHO HAVE A PARTNER)S10 Does your partner intend to get pregnant in the next two years?

1. Yes (GO TO S12)2. No 3. Unsure

S11 To the best of your knowledge, do any of your female family members intend to get pregnant in the next two years?

1. Yes 2. No (NOT ELIGIBLE – “Sorry, but you do not qualify for our survey. Thanks for your

time.”)3. Unsure (NOT ELIGIBLE – “Sorry, but you do not qualify for our survey. Thanks for your

time.”)

S12 Which of these statements best describes how likely your partner <OR family member> would be to smoke if she was pregnant? Would you say…

1. She definitely would smoke sometimes if she was pregnant (QUALIFIES - Continue to S13)

2. She probably would smoke sometimes if she was pregnant (QUALIFIES - Continue to S13)

3. She would try not to, but she might smoke occasionally if she was pregnant (QUALIFIES - Continue to S13)

4. She definitely would not smoke if she was pregnant (NOT ELIGIBLE - “Sorry but you do not qualify for our survey.”)

99. (DO NOT READ OUT) CAN’T SAY (QUALIFIES - Continue to S13)

IF INTERVIEWEE IS THE PARTNER OR FAMILY MEMBER OF A WOMAN WHO INTENDS TO BECOME PREGNANT IN THE NEXT TWO YEARS, AND WOULD OR MIGHT SMOKE WHILE PREGNANT, GO TO S13. OTHERWISE, INTERVIEWEE IS NOT ELIGIBLE TO COMPLETE SURVEY – THANK AND END.

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AGE SCREENING

(ASK ALL)S13 Could you please tell me the age of your partner <or family member who is pregnant /

has a child under 3 months of age / intends to get pregnant in the next two years>?

(IF MORE THAN ONE FAMILY MEMBER FITS IN THIS CATEGORY, PLEASE ANSWER THINKING OF THE FAMILY MEMBER WITH THE NEXT BIRTHDAY)

1. Record exact age: (MUST BE AGED 16-40 TO BE ELIGIBLE)2. Refused

(ASK IF REFUSED AGE) S14 Could you tell me which of the following age groups she is in?

1. Under 16 (NOT ELIGIBLE – “Sorry but she need to be aged between 16 and 40 for you to take part in the survey.”)

2. 16-173. 18-244. 25-295. 30-346. 35-407. (41 years or older) (NOT ELIGIBLE - “Sorry but she needs to be aged between

16 and 40 for you to take part in the survey.”)98. (Refused) (NOT ELIGIBLE - “Thanks for your time, but we need to know her age

for you to take part.”)

SMOKING STATUS(ASK ALL)S15 How often, if at all, does your partner <OR family member> CURRENTLY smoke

cigarettes? Does she smoke them…READ OUT. SINGLE ANSWER ONLY

1. Daily (GO TO S18)2. At least weekly (but not daily) (GO TO S18)3. At least monthly (but not weekly) (NOT ELIGIBLE - “Sorry but she needs to

smoke at least weekly for you to take part in the survey.”)4. Less often than monthly (NOT ELIGIBLE - “Sorry but she needs to smoke at

least weekly for you to take part in the survey.”)97. Not at all99. (DO NOT READ OUT) Can’t Say (NOT ELIGIBLE - “Sorry but she needs to smoke

at least weekly for you to take part in the survey.”)

(ASK IF SHE DOES NOT CURRENTLY SMOKE AT ALL: S15=97)S16 Has she ever smoked cigarettes at least weekly?

1. Yes

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2. No, never (NOT ELIGIBLE - “Sorry, but you do not qualify for our survey. Thanks for your time.”)

99. Can’t say (NOT ELIGIBLE - “Sorry, but you do not qualify for our survey. Thanks for your time.”)

(ASK IF SHE DOES NOT CURRENTLY SMOKE AT ALL: S15=97 and S16=1)S17 Did she stop smoking cigarettes at least weekly more or less than one year ago?

1. Less than one year ago2. One year ago or longer (NOT ELIGIBLE - “Sorry, but you do not qualify for our

survey. Thanks for your time.”)99. Can't say (NOT ELIGIBLE - “Sorry, but you do not qualify for our survey. Thanks

for your time.”)

INTERVIEWER CHECK: SMOKING STATUS

INTERVIEWEE QUALIFIES FOR THE SURVEY IF THEY ARE THE PARTNER/ FAMILY MEMBER OF A WOMAN WHO IS EITHER:

A ‘CURRENT REGULAR SMOKER’ - current daily/weekly smokers (S15=1 or S15=2); or

A ‘RECENT QUITTER’ i.e. current non-smokers (S15=97) who used to smoke daily/weekly in the last year (S16=1 AND S17=1).

(FOR ALL)

S18 You qualify for our survey. Now, could I please just confirm your postcode?


1. Yes, Record postcode 2. No/ Refused

SMOKING BEHAVIOUR

(ASK ALL)Q1 Now let’s talk about you. Do you smoke cigarettes?

1. Yes2. No (GO TO Q4)

Q2 How often do you smoke? Do you smoke cigarettes…READ OUT. SINGLE ANSWER ONLY

1. Daily2. At least weekly (but not daily)3. At least monthly (but not weekly)4. Less often than monthly

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97. Not at all (GO TO Q4)99. (DO NOT READ OUT) Can’t say (GO TO Q4)

(ASK DAILY/ WEEKLY/ OCCASIONAL SMOKERS)Q3 Do you intend to quit smoking?

1. Yes2. No99. Can’t say

DAILY/ WEEKLY SMOKERS GO TO Q9ALL ELSE CONTINUE

Q4 Have you ever smoked cigarettes at least weekly?

1. Yes2. No, never (GO TO Q15)99. Can’t say (GO TO Q15)

Q5 Did you stop smoking cigarettes at least weekly more or less than one year ago?

1. Less than one year ago2. One year ago or longer (GO TO Q15)99. Can't say (GO TO Q15)

INTERVIEWER CHECK: CATEGORIES OF RESPONDENTS

‘CURRENT SMOKERS’ are:- current daily/weekly smokers (Q2=1 or Q2=2)- current occasional smokers (Q2=3 or Q2=4) who used to smoke daily/weekly in the

last year (Q4=1 AND Q5=1)

‘RECENT QUITTERS’ are:- current non-smokers (Q1=2 or Q2=97 or Q2=99) who used to smoke daily/weekly in

the last year (Q4=1 AND Q5=1)

‘OTHERS’ are:- current non-smokers (Q1=2 or Q2=97 or Q2=99) who have never smoked

daily/weekly (Q4=2 or Q4=99) OR stopped smoking daily/weekly more than one year ago (Q5=2 or Q5=99)

- current occasional smokers (Q2=3 or Q2=4) who have never smoked daily/weekly (Q4=2 or Q4=99) OR stopped smoking daily/weekly more than one year ago (Q5=2 or Q5=99)

CURRENT SMOKERS GO TO Q9RECENT QUITTERS GO TO Q6OTHERS GO TO Q15

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QUITTING STATUS & EXPERIENCE – RECENT QUITTERSIF A RECENT QUITTER CONTINUE, ELSE GO TO Q9.

Q6 Roughly how long ago did you quit smoking? (ENCOURAGE BEST GUESS)IF NECESSARY: by quit I mean stop totally.

1. Record days (ALLOWABLE RANGE=1 TO 356) : 2. Record weeks (ALLOWABLE RANGE=1 TO 52) : 3. Record months (ALLOWABLE RANGE =1 TO 12) : 98. Refused99. Can’t say

Q7 Is it likely or unlikely that you’ll be able to continue not smoking?(ENCOURAGE BEST GUESS)


Q8 What, if anything, specifically prompted you to quit smoking? DO NOT READ OUT. MULTIPLES ACCEPTED

Health & Fitness1. Asthmatic/ trouble breathing2. Had a cough/ cold/ flu/ chest infection3. Health scare (E.g. pneumonia, coughing fits)4. Heart attack5. Decline in health/ bad for my health6. Affecting my fitness7. Other health or fitness reason (SPECIFY) : 8. Health reasons/ ill health (Unspecified, not codes 1-6)

Family & Friends9. I became pregnant10. I am planning on becoming pregnant11. My partner/ relative/ friend became pregnant12. Children in the house/ children's health/ role model for children/ children



Physical Appearance 21. The smell (On my body/ clothes)

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22. Causing ageing (Wrinkles, etc.)Advertising & Promotions

23. Health warnings on packs or new ‘plain packaging’24. Health warning advertisements/ anti-smoking advertisements/health

information25. Smoking support groups/programs26. GP or other health worker advice27. Visiting the Quitnow Website


inhaler, lozenges etc.) 96. Other (SPECIFY) : 97. No particular reason98. Can't say

CURRENT SMOKERS’ QUITTING ATTEMPTS & EXPERIENCEIF A CURRENT SMOKER CONTINUE, ELSE GO TO Q14.

Q9 Have you ever tried to quit smoking?IF NECESSARY: by quit I mean stop totally.




1. Once2. Twice3. Three times4. Four times5. Five times6. 6-10 times7. More than 10 times99. Can’t say

Q11 How long ago did you (last) try to quit smoking?

1. Record days (ALLOWABLE RANGE: 1 TO 356): 2. Record weeks (ALLOWABLE RANGE: 1 TO 52) : 3. Record months (ALLOWABLE RANGE: 1 TO 12): 4. Record years : 98. Refused99. Can’t say

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DO NOT READ OUT. MULTIPLES ACCEPTED


Family & Friends9. I became pregnant10. I am planning on becoming pregnant11. My partner/ relative/friend became pregnant12. Children in the house/ children's health/ role model for children/ children




Advertising & Promotions23. Health warnings on packs or new ‘plain packaging’24. Health warning advertisements/ anti-smoking advertisements/health

information25. Smoking support groups/programs26. GP or other health worker advice27. Visiting the Quitnow Website


inhaler, lozenges etc.) 98. Other (SPECIFY) : 99. No particular reason99. Can't say

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1. Record days (ALLOWABLE RANGE: 1 TO 356): 2. Record weeks (ALLOWABLE RANGE: 1 TO 52) : 3. Record months (ALLOWABLE RANGE: 1 TO 12): 4. Record years : 98. Refused99. Can’t say

(ASK CURRENT SMOKERS WHO HAVE TRIED TO QUIT (Q9=1) AND RECENT QUITTERS)Q14 Which, if any, of the following have you ever done to help you quit smoking?


Quitting Aids1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges etc.) 2. Used Zyban3. Used Champix4. Used a smartphone app5. E-cigarettes

Advice6. Rang the Quitline7. Asked your doctor for help to quit (including health nurses, Aboriginal Medical

Services)8. Asked a pharmacist/ other health professional for advice on quitting 9. Taken part in Quit smoking programs (individual or group)10. Used an online/internet support tool such as an online Quitcoach11. Visited the Quitnow website12. Got support from family/ friends13. Talked to midwife about quitting14. Enrolled in or discussed Antenatal (post-birth) Smokefree Pregnancy Program

No quitting aids or advice15. Reduced the amount of cigarettes I smoke/ cut down16. Gave up on my own

Other96. Other (SPECIFY) : 97. (DO NOT READ OUT) None of the above 99. (DO NOT READ OUT) Can't say

SMOKING AND HEALTH

(ASK ALL)Q15 Now I'd like to ask you some questions about smoking and quality of life.

If a CURRENT SMOKER or a RECENT QUITTER: How much, if at all, has smoking affected your life?Otherwise: How much, if at all, has your partner’s smoking <OR your family member’s smoking> affected your life?

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Would you say it has….

READ OUT


Q16 How worried are you, if at all, that your partner’s smoking will affect the health of your baby <OR that your family member’s smoking will affect the health of her baby>?


READ OUT


(ASK CURRENT SMOKERS)Q17 And how worried are you, if at all, that your smoking will affect the health of your

baby <OR that your smoking will affect the health of your family member’s baby>?


READ OUT

1. Not at all worried2. A little worried3. Moderately worried4. Very worried97. (DO NOT READ OUT) Not applicable98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know

(ASK ALL)Q18 During the past 6 months have you tried to get your partner <OR pregnant family

member> to quit smoking?

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1. Yes2. No99. Can't say


(ASK ALL)Q19 I would now like to ask you how much you agree or disagree with the following

statements about smoking and quitting.

Do you Strongly Agree, Agree, Neither agree nor disagree, Disagree or Strongly disagree that . . .

(STATEMENTS)a. People generally do not approve of smoking in Australiab. The rewards of smoking outweigh the negativesc. Quitting smoking is easyd. It’s never too late to quit smokinge. Quitting will reduce your risk of sickness caused by smokingf. There are many benefits to quitting smokingg. There are negative health impacts of smoking before and during pregnancy and

around childrenh. There are many benefits to quitting smoking before and during pregnancy and

following birthi. Passive smoking affects pregnant women and their unborn childrenj. Quitting at any time during pregnancy decreases the risk of harm to the unborn

childk. Quitting smoking improves oxygen flow around the body and to the babyl. You should not quit smoking when pregnant as the baby will suffer withdrawalsm. There are support and tools available to help smokers quitn. It’s possible to quit smoking and remain a non-smoker

(RESPONSE FRAME)1. Strongly agree2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

AWARENESS OF BENEFITS OF QUITTING SMOKING - UNPROMPTED(ASK ALL)Q20 In your opinion, what, if any, are the benefits of quitting smoking?


1. Decreased risk of premature death/ less likely to die2. Decreased risk of cancer

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3. Decreased risk of stroke4. Decreased risk of heart disease5. Decreased risk of other diseases/ illness/ getting sick 6. Improved smell and taste7. Improved lung function/ breathing8. Improved blood flow to the skin9. Improved fitness/ general health10. Save money/ more money11. Kids/ family would like it12. Not being a bad role model to others in the family or community13. Stopping others from being exposed to cigarette smoke (passive smoking)14. Easier when going out15. Public perception16. Not smelling like smoke/ cigarettes17. Fewer complications during pregnancy (general)18. Decreased risk of miscarriage19. Decreased risk of premature labour/birth20. Decreased risk of ectopic pregnancy21. Better for baby/ Healthier baby (general)22. Decreased risk of SIDS (Sudden Infant Death Syndrome)23. Decreased risk of baby with low birth weight24. Decreased risk of baby getting infection25. Decreased risk of baby having breathing difficulties26. Decreased risk of baby developing cleft lip/ cleft palate27. Decreased risk of baby having asthma/ impaired lung function later in life28. Other benefit (SPECIFY) : 29. No benefits99. Don’t know98. Refused

Q21 In your opinion, what, if any, are the benefits to a baby of its mother not smoking while pregnant? DO NOT READ OUT/ MULTIPLES ACCEPTED/

1. Fewer complications during mother’s pregnancy (general)2. Decreased risk of miscarriage3. Decreased risk of premature labour/birth4. Decreased risk of ectopic pregnancy5. Better for baby/ Healthier baby (general)6. Decreased risk of SIDS (Sudden Infant Death Syndrome)7. Decreased risk of baby with low birth weight8. Decreased risk of baby getting infection9. Decreased risk of baby having breathing difficulties/ asthma10. Decreased risk of baby developing cleft lip/ cleft palate11. Decreased risk of baby having asthma/ impaired lung function later in life12. Other benefit (SPECIFY) : 13. No benefits99. Don’t know

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98. Refused



caused by smoking cigarettes. Based on what you know or believe, does smoking cause…

(STATEMENTS)a. Heart disease/ Heart attack?b. Lung cancer?c. Trouble breathing?d. Increased risk of stroke?e. Illness and death in non-smokers?f. Increased risk of miscarriageg. Increased risk of premature labourh. increased the risk of infection and breathing problems due to low birth weighti. increased risk of SIDS (Sudden Infant Death Syndrome)j. increased risk of ectopic pregnancy

(RESPONSE FRAME)1. Yes2. No99. Don't know

ADVERTISING AWARENESSUnprompted Recall(ASK ALL)The next few questions are about advertising.

AD1 In the past six months, have you seen or heard any information or ads about the dangers of smoking, or to encourage people to quit smoking?


(ASK THOSE WHO RECALL SMOKING ADVERTISING)AD2 i. Can you please describe the first ad that comes to mind? And what was the ad trying

to say?

Record Response ii. Can you please describe the next ad that comes to mind? And what was the ad trying to say?

1. Record Response 2. Don’t know

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99. Refused



1. Yes 2. No (GO TO AD5)98. Don’t know (GO TO AD5)99. Refused (GO TO AD5)

‘Smoking During Pregnancy’ Campaign – Prompted Recall

(ASK ALL)AD4 I’d now like you to open the envelope you were sent and have a look at the sheet that

shows some pictures from a recent TV ad.



AD4a. Where did you see this ad? Did you see it?


(RESPONSE FRAME)1. Yes2. No99. (DO NOT READ OUT) Don’t know

(ASK IF SEEN TVC)AD5 We want to see what you remember about this ad from seeing it before, so

putting the sheet back into the envelope, what would you say were the MAIN things that this ad was trying to say?

DO NOT READ OUT. MULTIPLES ACCEPTED.1. Smoking causes serious illness2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the health

of your baby4. Quitting smoking improves oxygen flow around your body and to your baby5. Quitting smoking lowers the risk of miscarriage6. Quitting smoking lowers the risk of premature labour

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7. Quitting smoking lowers the risk of infection and breathing problems due to low birth weight

8. Quitting smoking lowers the risk of Sudden Infant Death Syndrome (SIDS) 9. Talk to your doctor about quitting smoking for good10. It’s twice as important to get the help you need when pregnant, or planning to


(ASK IF SEEN TVC)AD6 Thinking about this ad, how much do you agree or disagree it …


(STATEMENTS)a. …was easy to understandb. ...taught me something newc. ...makes me stop and thinkd. ...is believablee. ...relates to mef. ...makes me feel worried about my <past> smoking <if a current smoker or

recent quitter only>g. ...makes me more likely to <try to quit / want to stay quit> <if a current smoker

or recent quitter only>h. … makes me feel worried about my partner’s <OR pregnant family member’s>

smokingi. … makes me more likely to encourage my partner <OR pregnant family

member> to quit smokingj. ...doesn’t affect me

(RESPONSE FRAME)1. Strongly agree2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree

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99. (Don’t know)98. (Refused)

(ASK IF SEEN TVC)AD7 And how much do you agree or disagree that you are getting tired of seeing this

ad?



(ASK ALL)AD8 Okay, I’m now going to play you a radio ad and would like to know if you have heard

it. (IF RECORDING DOES NOT PLAY BACK PROPERLY, DESCRIBE AD: The ad starts with women describing some food cravings that they’ve had during pregnancy. Another woman then states while some cravings during pregnancy are okay to give into, it is worth fighting cravings for cigarettes. This woman goes onto list some of the benefits of quitting smoking, including getting toxins out of your system, and reduced risk of miscarriage and other serious health problems for your baby. Listeners are prompted to Quit for You Quit for Two. Assistance is offered via Quitline and a free smartphone app.


1. Yes2. No (GO TO AD11) 99 Don’t know (GO TO AD11)98 Refused (GO TO AD11)

(ASK IF HEARD RADIO AD)AD9 Thinking about the radio ad, what would you say were the MAIN things this ad



of your baby including some proven to cause cancer4. It’s worth fighting cravings for cigarettes when you’re pregnant5. When you quit smoking, you get the toxins out of your system

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6. Quitting smoking lowers the risk of miscarriage and/or other serious health problems for your baby

7. Smoking is dangerous/ bad8. Quit for You. Quit for Two9. Quit smoking10. Quit smoking and give your baby a healthy start11. It’s twice as important to get the help you need when pregnant, or planning to


(ASK IF HEARD RADIO AD)AD10 Thinking about this radio ad, how much do you agree or disagree it …


(STATEMENTS)a. ...was easy to understandb. …taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me


(ASK ALL)AD11 There is also a print ad in the envelope you were sent. It shows a pregnant woman

with the words ‘Quit for You Quit for Two’ beside her.

Have you seen this print ad before today? (MULTIPLES ACCEPTED)

1. Yes – seen in magazine2. Yes – seen in newspaper3. Yes – seen online

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4. Yes – in shopping centre bathroom5. Yes – seen, but not sure where6. No (GO TO AD14)99. Don’t know (GO TO AD14)98. Refused (GO TO AD14)

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD12 We want to see what you remember about this ad from seeing it before, so putting



1. Smoking causes cancer (unspecific)2. Don’t smoke when pregnant3. Smoking when pregnant deprives your baby of oxygen4. If you smoke when pregnant toxic chemicals go into your baby 5. Smoking when pregnant increases the risk of miscarriage6. Smoking when pregnant increases the risk of premature labour7. Smoking when pregnant increases the risk of ectopic pregnancy8. Smoking when pregnant increases the risk of Sudden Infant Death Syndrome


something else, drink water)11. Smoking is dangerous/ bad12. Quit for You. Quit for Two13. Quit smoking14. Quit smoking and give your baby a healthy start15. It’s twice as important to get the help you need when pregnant, or planning to

be16. Call the Quitline17. Download the free phone app to help you quit18. Visit the Quitnow website19. Other (SPECIFY)

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD13 Now, taking the ad back out of the envelope and having another look at it, to what



(STATEMENTS)a. …was easy to understandb. ...taught me something newc. ...makes me stop and thinkd. ...is believablee. ...relates to me

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f. ...makes me feel worried about my <past> smoking <if a current smoker or recent quitter only>

g. ...makes me more likely to <try to quit / want to stay quit> <if a current smoker or recent quitter only>

h. … makes me feel worried about my partner’s <OR pregnant family member’s> smoking

i. … makes me more likely to encourage my partner <OR pregnant family member> to quit smoking

j. ...doesn’t affect me


(ASK ALL)

AD14 In the envelope you were sent there is also a sheet containing images of a phone app that was developed to assist pregnant women to quit smoking.

Have you ever seen this app before? (MULTIPLES ACCEPTED)

1. Yes – I downloaded it2. Yes – My partner downloaded it3. Yes – I saw it on someone else’s (i.e. not partner) phone4. Yes – I saw it in an ad5. No 99. Don’t know98. Refused






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(STATEMENTS)a. There are many short and long term health benefits to quitting smokingb. Smoking affects an unborn babyc. Pregnant women should quit smoking for their babyd. Every cigarette you don’t smoke, is doing you goode. Every cigarette a pregnant woman smokes is damaging her unborn childf. Call the Quitlineg. Download the Quit for You Quit for Two apph. When you choose to quit smoking there is support availablei. Encourage your partner <OR pregnant family member> to quit smoking for the

sake of the babyj. Use the 4D’s to help with cravings (delay, deep breathe, do something else and

drink water)k. It’s twice as important to get the help you need when pregnant, or planning to

be


Direct influence of the campaign(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT OF THE NATIONAL TOBACCO CAMPAIGN)AD16 What, if anything, have you done as a result of seeing these ads?

MULTIPLES ACCEPTED/ DO NOT READ OUT

1. Considered quitting2. Encouraged my partner<OR pregnant family member> to download the Quit

for You Quit for Two app.3. Downloaded the Quit for You Quit for Two app4. Downloaded other quitting apps5. Discussed smoking and health with my partner <OR pregnant family member>6. Discussed smoking and health with someone other than my partner <OR

pregnant family member>7. Encouraged my partner <OR pregnant family member> to quit smoking8. Cut down the amount I smoke9. Stopped/ quit smoking 10. Encouraged my partner<OR pregnant family member> to ring the “Quit” help

line11. Rang the Quitline 12. Read "how to quit" literature13. Accessed Quit information from a website 14. Encouraged my partner<OR pregnant family member> to visit the Quitnow

website15. Visited the Quitnow website

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16. Asked my doctor for help to quit 17. Asked my pharmacist/ other health professional for advice on quitting18. Began taking Nicotine replacement therapy (NRT), or other pharmaceutical

stop smoking product19. Set a date to give up smoking20. Other (SPECIFY) : 21. Done nothing99. (Don’t know)98. (Refused)



1. Consider quitting2. Encourage my partner<OR pregnant family member> to download the Quit for

You Quit for Two app3. Download the Quit for You Quit for Two app4. Download other quitting apps5. Discuss smoking and health with my partner <OR pregnant family member>6. Discuss smoking and health with someone other than my partner <OR

pregnant family member>7. Encourage my partner <OR pregnant family member> to quit smoking8. Cut down the amount I smoke9. Stop/ quit smoking10. Encourage my partner<OR pregnant family member> to ring the “Quit” help

line11. Ring the Quitline12. Read "how to quit" literature13. Access Quit information from a website14. Encourage my partner<OR pregnant family member> to visit the Quitnow

website15. Visit the Quitnow website16. Ask my doctor for help to quit17. Ask my pharmacist/ other health professional for advice on quitting18. Begin taking Nicotine replacement therapy (NRT), or other pharmaceutical stop

smoking product19. Other (SPECIFY)20. No intentions99. (Don’t know)98. (Refused)

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what they usually can do?






1. Yes – please specify2. No98. Refused99. Can’t Say

D2 Broadly speaking, what is the gross annual income of your household before tax..?(Gross = income from all sources (e.g. wages, salary, rent, dividends, government payments) for all people living in the household)

Read out



1. Manager2. Professional3. Technician or trades worker

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4. Community or personal service worker5. Clerical or administrative worker6. Sales worker7. Machinery operator or driver8. Labourer9. Student96. Other (SPECIFY) : 97. No occupation (excludes students)98. Refused99. Can’t say



D5 And finally, can you please tell me what is your highest level of education?

1. Some primary school2. Finished primary school3. Some secondary school4. Finished secondary school5. Apprenticeship, trade, certificate6. Some tertiary education (university, tafe or college)7. Finished tertiary education8. Higher degree or higher diploma (E.g. phd, masters, grad dip)99. (Can’t say)99. (Refused)

D6 RECORD SEX OF RESPONDENT (do not read out)

1. Male2. Female

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 when all interviewing is completed.


Respondent’s Name:

Respondent’s Phone:

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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 and Ageing by AFS.




www.quitnow.info.au

Quitline 131 848

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Aboriginal and Torres Strait Islander audience componentScreener

NTC Special Audiences – Aboriginal and Torres Strait Islander ComponentDepartment of Health and Ageing

FINAL

This screener questionnaire is to be attached to the main questionnaire (either the smoker or recent quitter version)

This screener is broken into 2 parts: S) Introduction & Confirmatory Screening SS) Smoking Status

I just need to ask you a few questions to make sure you are part of the group of people we would like to talk to.

S1 Including yourself, how many people in your house are Aboriginal or Torres Strait Islander and aged 16-40 years old?

1. Yes, Record Number2. None (Thank and end interview: “Sorry, but we need to speak to

Aboriginal or Torres Strait Islander people aged 16 to 40.”)3. Refused (Thank and end interview: “Sorry, but we need to speak to

Aboriginal or Torres Strait Islander people aged 16 to 40.”)

S2 Of those people, how many currently smoke cigarettes?

1. Yes, Record Number2. None3. Refused

S3 Including yourself, are there any Aboriginal or Torres Strait Islander people aged 16-40 years old living in your house who quit smoking cigarettes in the last 12 months and used to smoke at least weekly?

1. Yes, Record Number2. None3. Refused

IF NONE AT S2 AND S3 (NO SMOKERS OR RECENT QUITTERS IN HOUSE) THANK AND END INTERVIEW “Sorry, but we need to speak to people who are smokers or who recently smoked.”)

S4 Are you of Aboriginal or Torres Strait Islander background?

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1. Yes2. No3. Refused


1. Record exact age: (MUST BE AGED 16-40 TO BE PERSONALLY ELIGIBLE) (SKIP TO S7)

2. Refused


1. Under 16 (NOT PERSONALLY ELIGIBLE)2. 16-173. 18-244. 25-295. 30-346. 35-4098. (41 years or older) (NOT PERSONALLY ELIGIBLE)99. (Refused)

S7 RECORD SEX OF RESPONDENT (do not read out)

1. Male2. Female

IF RESPONDENT IS PERSONALLY ELIGIBLE (IS ATSI AGED 16-40) GO TO SS1

IF RESPONDENT IS NOT PERSONALLY ELIGIBLE (IS NOT ATSI AGED 16-40), SAY:May I speak to the Aboriginal or Torres Strait Islander person in your house aged 16-40 years old who currently smokes - or who quit smoking in the last 12 months and used to smoke at least weekly?

IF MORE THAN ONE AVAILABLE, SAY: Could I speak to the person who is going to have the next birthday? (This is just a way of randomising which person to interview)

1. Continue2. Make appointment to speak to selected 16-40 year old3. If refuse to pass over the selected 16-40 year old (Thank and end interview)

REPEAT INTRODUCTION AND SCREEN NEW RESPONDENT FOR AGE ELIGIBILITY

S8 Could you please tell me your age?

1. Record exact age:(ALLOWABLE RANGE 16-40) (SKIP TO SS1)

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2. Refused


1. Under 16 (Thank and end interview)2. 16-173. 18-244. 25-295. 30-346. 35-4098. (41 years or older) (Thank and end interview) 99. (Refused) (Thank and end interview)

(ASK ALL)SS1 How often, if at all, do you CURRENTLY smoke cigarettes? Do you smoke them…


EXPLAIN AS NECESSARY:

1. Daily (regular smoker)2. At least weekly (regular smoker)3. At least monthly (occasional smoker) (Thank and end interview)4. Less often than monthly (occasional smoker) (Thank and end interview)97. Not at all (GO TO SS3)99. (DO NOT READ OUT) Can’t Say (Thank and end interview)

SS2 (ASK CURRENT SMOKERS ONLY) Which of the following best describes your smoking behaviour in the last month or so?


1. I have not thought about quitting smoking2. I thought about quitting, but did not actually try to quit3. I tried to quit, but started smoking again97. (DO NOT READ OUT) NONE OF THE ABOVE 99. (DO NOT READ OUT) CAN’T SAY

(IF SS1=1 – DAILY SMOKER - GO TO SS5) (IF SS1=2 – WEEKLY SMOKER - GO TO SS6)(ASK SS3 AND SS4 ONLY IF SS1=97 – i.e. DO NOT CURRENTLY SMOKE)

SS3 Have you ever smoked cigarettes at least weekly?


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IF SS3>1 (NEVER SMOKED AT LEAST WEEKLY OR CAN’T SAY) THANK AND END INTERVIEW, OTHERWISE CONTINUE

SS4 Did you stop smoking cigarettes at least weekly within the last 12 months?

1. Yes2. No – it was 12 months ago or longer99. Can't say

IF SS4>1 (NOT A CURRENT SMOKER AND DID NOT STOP SMOKING AT LEAST WEEKLY IN PAST 12 MONTHS OR CAN’T SAY) THANK AND END INTERVIEW, OTHERWISE GO TO SS7

IF SS1=1 (DAILY SMOKER) CONTINUE, ELSE GO TO SS6

(ASK DAILY SMOKERS)SS5 How many cigarettes would you smoke each day (on average)?


1. Record number of cigarettes per day : (Go to SS7)2. Refused (Go to SS7)

IF SS1=2 (WEEKLY SMOKER) CONTINUE, ELSE GO TO SS7.

(ASK WEEKLY SMOKER)SS6 How many cigarettes would you smoke each week (on average)?


1. Record number of cigarettes per week : 2. Refused

(ASK ALL)SS7 Did any of your family who live in your house ever smoke?


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Please proceed to (& attach this screener to) the relevant questionnaire: either SMOKER OR RECENT QUITTER

INTERVIEWER CHECK : SMOKING DEFINITIONSREGULAR SMOKER (SS1=1 OR 2) – USE SMOKER SURVEYDaily smoker (SS1=1)Weekly smoker (SS1=2)RECENT QUITTER (SS1=97 AND SS4=1) –USE RECENT QUITTER SURVEY

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Smokers


SMOKERSFINAL

INTRODUCTION

Participation in this research is voluntary. This means that you will be able to stop the interview or skip questions if you don’t feel comfortable. Also 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. And 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.

Section A

Q1 Have you ever tried to quit smoking?






1. Record days (ALLOWABLE RANGE=1 TO 356): 2. Record weeks (ALLOWABLE RANGE=1 TO 52): 3. Record months (ALLOWABLE RANGE=1 TO 12): 4. Record years : 98. Refused99. Can’t say

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DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.

Health & Fitness1. Asthmatic/ trouble breathing2. Had a cough/ cold/ flu/ chest infection3. Health scare (E.g. pneumonia, coughing fits)4. Heart attack5. Decline in health/ bad for my health6. Affecting my fitness7. Other health or fitness reason

(SPECIFY) : 8. Health reasons/ ill health (Unspecified, not codes 1-6)

Family & Friends9. I became pregnant10. I am planning to become pregnant11. My partner became pregnant12. Children in the house/ children's health/ role model for children/ children

encouraged me to quit13. Family/ partner/ parents14. Friends/ colleagues15. Family history of illness (e.g. throat cancer)16. Know someone who is ill/ has died from smoking related illness17. Public perception




information25. Smoking support groups/ programs26. GP or other health worker advice27. Visited the Quitnow website


inhaler, lozenges etc.)96. Other (SPECIFY): 97. No particular reason

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98. Can't say


1. Record days (ALLOWABLE RANGE=1 TO 356): 2. Record weeks (ALLOWABLE RANGE=1 TO 52): 3. Record months (ALLOWABLE RANGE=1 TO 12): 4. Record years : 98. Refused99. Can’t say

(ASK CURRENT SMOKERS WHO HAVE TRIED TO QUIT)Q6 Which, if any, of the following have you ever done to help you quit smoking? READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.

Quitting Aids1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges

etc.)2. Used Zyban3. Used Champix4. Used a smartphone app5. E-cigarettes

Advice6. Rang the Quitline7. Asked your doctor for help to quit (including health nurses, Aboriginal

Medical Services)8. Asked a pharmacist/ other health professional for advice on quitting 9. Taken part in Quit smoking programs (individual or group)10. Used an online/ internet support tool such as an online Quitcoach11. Got support from family/ friends12. Visited the Quitnow website

No quitting aids or advice13. Gave up on my own

Other96. Other (SPECIFY) :97. (DO NOT READ OUT) None of the above 99. (DO NOT READ OUT) Can't say

(ASK ALL)Q7 During the past 6 months has anybody you know tried to get you to quit smoking?


(ASK CURRENT SMOKERS WHO HAVE HAD SOMEBODY TRYING TO GET THEM TO QUIT)Q8 And who has tried to get you to quit smoking?

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1. Partner/ spouse2. Child/ children3. Sibling (brother or sister)4. Parents/ guardians5. Other family member (e.g. aunts and uncles)6. Friend/ flatmate/ work colleague7. Doctor/ medical practitioner/ health worker96. Other (SPECIFY) : 99. Don’t know

(ASK ALL)Q9 Do you plan to quit smoking?



READ OUT


(ASK ALL)Q11 If you were trying to quit smoking, is it likely or unlikely that you would be able

to do so for good?


Section B

Q12 Now I'd like to ask you about smoking, your life and your health. How much, if at all, has smoking affected your life? Would you say it has….

READ OUT

1. Improved it greatly2. Improved it3. Neither improved nor lowered your quality of life4. Lowered it5. Lowered it greatly

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98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know


READ OUT



READ OUT


Q15 How likely do you think it is that your smoking will make you ill if you keep smoking?

Would you say…

READ OUT

1. Not at all likely2. Not very likely3. 50/ 504. Very likely5. Certain99. (DO NOT READ OUT) Can't say

Q16 How worried are you, if at all, that smoking WILL damage your health in the future?


READ OUT

1. Not at all worried

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2. A little worried 3. Moderately worried4. Very worried 97. (DO NOT READ OUT) Not applicable 98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know

Section C

(ASK ALL RESPONDENTS)

Q17 I would now like to ask you to how much you agree or disagree with the following statements about smoking and quitting.

a. 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. There is support and tools available to help you quit and remain smoke-free

(RESPONSE FRAME)

1. Strongly agree2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (Don’t know)98. (Refused)

(ASK ALL RESPONDENTS)Q18 I will now read out some statements about smoking and quitting. How much do

you agree or disagree that

(STATEMENTS)a. Smoking is widely disapproved of in my community/ People generally do not approve

of smoking in my communityb. The rewards of smoking outweigh the negatives/ There are more positives from

smoking than negativesc. Quitting smoking is easyd. It’s never too late to quit smokinge. Quitting will reduce your risk of sickness caused by smokingf. There are many benefits to quitting smokingg. If you want to quit smoking you should never give up trying

(RESPONSE FRAME)

1. Strongly agree

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2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (Don’t know)98. (Refused)

(ASK ALL RESPONDENTS)Q19 In your opinion, what, if any, are the benefits to you of quitting smoking?

DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED.

1. Decreased risk of premature death/ less likely to die2. Decreased risk of cancer3. Decreased risk of stroke4. Decreased risk of heart disease5. Decreased risk of other diseases/ illness/ getting sick 6. Improved smell and taste7. Improved lung function/ breathing8. Improved blood flow to the skin9. Improved fitness/ general health10. Fewer complications during pregnancy/ healthier baby11. Save money/ more money12. Kids/ family would like it13. Not being a bad role model to others in the family or community14. Stopping others from being exposed to cigarette smoke (passive smoking)15. Easier when going out16. Not smelling like smoke/ cigarettes17. Other benefit (SPECIFY):18. No benefits99. Don’t know98. Refused

Q20 How much do you think you would benefit financially if you were to quit smoking in the next 6 months?

READ OUT


Q21 How much do you think your health would benefit if you were to quit smoking in the next 6 months?

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READ OUT


(ASK ALL)INTERVIEWER READ OUT EACH STATEMENT.Q22 I am going to read you a list of health effects and diseases that may or may not be

caused by smoking cigarettes. Based on what you know or believe, does smoking cause…

a. Heart disease/ Heart attack?

1. Yes2. No3. Don’t know

b. Lung cancer?


c. Trouble breathing?


d. Increased risk of stroke?


e. Illness and death in non-smokers?


f. Increased risk of harm to baby if pregnant?

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Section D

(ASK ALL FEMALE RESPONDENTS)

Q23 Have you ever been pregnant?IF YES – PROBE FOR ONE OF THE FOLLOWING THREE OPTIONS

1. Yes – currently pregnant 2. Yes – previously pregnant3. No99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused

(ASK ALL WHO ARE PREGNANT – code 1 at Q23)Q24 How much, if at all, are you concerned that your smoking has affected the health of

your unborn baby? Would you say…READ OUT


(ASK ALL FEMALE RESPONDENTS APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q25. Which of these statements best describe how you feel about getting pregnant

in the next 2 years?

1. I definitely do not want to get pregnant in the next 2 years2. I don’t really want to get pregnant in the next 2 years3. I wouldn’t mind too much if I got pregnant in the next 2 years4. I would love to get pregnant in the next 2 years99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused

(ASK ALL APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q26 Could you please tell me, are you a family member or friend of a pregnant

woman?

1. Yes2. No

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99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused

(ASK ALL WHO ARE THE FRIEND OR FAMLY MEMBER OF SOMEONE WHO IS PREGANT – code 1 at Q26)Q27 How worried are you, if at all, that your smoking will affect the health of your

friend/ family member’s baby? Would you say…

READ OUT


Section E

(ASK ALL)The next few questions are about advertising.



(ASK THOSE WHO RECALL SMOKING ADVERTISING)

AD2 i. Can you please describe the first ad that comes to mind? And what was the ad trying to say?

Record Response

ii. Can you please describe the next ad that comes to mind? And what was the ad trying to say?

1. Record Response2. Don’t know98. Refused



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1. Yes 2. No 98. Don’t know99. Refused

AD4 I am now going to show you some pictures from a recent TV ad and I would like to know if you have seen it.

(SHOW KEY IMAGES FROM ‘QUIT FOR YOU QUIT FOR TWO’ TV AD) CIRCLE ALL THAT APPLY.


1. Yes 2. No (GO TO AD8)99. Don’t know (GO TO AD8)98. Refused (GO TO AD8)

AD4a Where did you see this ad? Did you see it?A. On TV

1. Yes2. No99. (DO NOT READ OUT) Don’t know

B. On the internet (Where on the internet? - specify)1. Yes2. No99. (DO NOT READ OUT) Don’t know

C. Somewhere else (Specify)1. Yes2. No99. (DO NOT READ OUT) Don’t know

ONLY ASK AD4b IF RESPONDENT SAW THE AD ON TV (I.E. AD4a=1).

AD4b Did you see this ad on Indigenous television, mainstream television or both?

1. Indigenous television2. Mainstream television3. Both indigenous and mainstream television99. Don’t know98. Refused

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ TV AD) (HIDE AD IMAGES BEFORE ASKING)AD5 What would you say were the MAIN things that this ad was trying to say?


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1. Smoking causes serious illness2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the

health of your baby4. Quitting smoking improves oxygen flow around your body and to your baby5. Quitting smoking lowers the risk of miscarriage6. Quitting smoking lowers the risk of premature labour7. Quitting smoking lowers the risk of infection and breathing problems due to

low birth weight8. Quitting smoking lowers the risk of Sudden Infant Death Syndrome (SIDS) 9. Talk to your doctor about quitting smoking for good10. It’s twice as important to get the help you need when pregnant, or planning

to be11. Every cigarette you don’t smoke is doing you good12. Smoking is dangerous/ bad13. Quit for You. Quit for Two.14. Quit smoking15. Quit smoking and give your baby a healthy start16. Call the Quitline17. Download the free phone app to help you quit18. Visit the Quitnow website19. Support is available20. Smoking when pregnant is dangerous21. When you quit smoking you get the toxins out of your body22. Quitting benefits you and your baby23. Other (SPECIFY) :

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ TV AD)

AD6 Thinking about this ad, how much do you agree or disagree it …Do you Strongly Agree (SA), Agree (A), Neither agree nor disagree (N), Disagree (D) or Strongly Disagree (SD)?

(STATEMENTS)a. ...was easy to understandb. ...taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my smokingh. ...makes me more likely to try to quiti. ...doesn’t affect me

(RESPONSE FRAME) 1. Strongly agree

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2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree99. (Don’t know)98. (Refused)







1. Yes2. No (GO TO AD11)99 Don’t know (GO TO AD11)98 Refused (GO TO AD11)

AD8a Did you hear this ad on Indigenous radio, mainstream radio or both?

1. Indigenous radio2. Mainstream radio3. Both indigenous and mainstream radio99. Don’t know98. Refused

(ONLY ASK IF RESPONDENT HAS HEARD RADIO AD)

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AD9 Thinking about the radio ad, what would you say were the MAIN things this ad was trying to say?


1. Smoking causes serious illness (unspecific)2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the health


problems for your baby7. Smoking is dangerous/ bad8. Quit for You. Quit for Two9. Quit smoking10.Quit smoking and give your baby a healthy start11.It’s twice as important to get the help you need when pregnant, or planning to

be12.Call the Quitline13.Visit the Quitnow website14.Download the free phone app to help you quit15.Other (SPECIFY):

(ASK IF HEARD RADIO AD)

AD10 Thinking about this radio ad, how much do you agree or disagree it …Do you Strongly Agree (SA), Agree (A), Neither agree nor disagree (N), Disagree (D) or Strongly Disagree (SD)?


(RESPONSE FRAME) 1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree

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99. (Don’t know)98. (Refused)

(ASK ALL)AD11 I am now going to show you a recent print ad and I would like to know if you

have seen it.

Have you seen this print ad before today? (IF YES – PROBE FOR WHERE) (MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY)


(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD12 Now, without looking at the ad, what would you say were the MAIN things that this

ad was trying to say?


1. Smoking causes serious illness (unspecific)2. Don’t smoke when pregnant3. Smoking when pregnant deprives your baby of oxygen4. If you smoke when pregnant toxic chemicals go into your baby including some




be16. Call the Quitline17. Download the free phone app to help you quit18. Visit the Quitnow website

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19. Other (SPECIFY) :

(ASK IF SEEN PRINT AD)AD13 Thinking about this ad, how much do you agree or disagree it …




AD14 And now I’m going to show you some images of a phone app that was developed to assist pregnant women to quit smoking.

Have you seen this app before today? (IF YES – PROBE FOR WHERE AND WHETHER DOWNLOADED) (MULTIPLE RESPONSES ACCEPTED, PLEASE CIRCLE ALL THAT APPLY)

1. Yes – I downloaded it2. Yes – I saw it on someone else’s phone (GO TO AD22)3. Yes – I saw it in an ad (GO TO AD22)4. No (GO TO AD22)99. Don’t know (GO TO AD22)98. Refused (GO TO AD22)

(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD15 How useful did you find this (i.e. Quit for You Quit for Two) phone app? Was it…?


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(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD16 How easy or difficult was it to use this (i.e. Quit for You Quit for Two) phone app? Was it…?


(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD17 Which of the following statements best describe how you used the app?


(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD18 How frequently did you use the app?



(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD19 Which of the following was the most valuable feature of the app?

1. Daily tips2. Baby growth3. Savings4. Games5. Other (SPECIFY) : 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD20 Did you use the app to manage cravings?

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1. Yes 2. No 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD21 Would you recommend the app to other women?


AD22 Have you tried any other apps to help you quit smoking?

3. Yes (SPECIFY NAME OF APP) : 4. No 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

Section F





(STATEMENTS)a. There are many short and long term health benefits to quitting smokingb. Your smoking affects your unborn babyc. You should quit smoking for your babyd. Every cigarette you don’t smoke, is doing you goode. Every cigarette you smoke is damaging your unborn childf. Call the Quitlineg. Visit the Quitnow website h. Download Quit for You Quit for Two app i. When you choose to quit smoking there is support available

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(RESPONSE FRAME) 1. Yes2. No99. Don’t know


AD24 What, if anything, have you done as a result of seeing these ads?


1. Considered quitting2. Downloaded Quit for You Quit for Two app3. Downloaded another smartphone app for quitting4. Discussed smoking and health with my partner/ family/ friend5. Changed the type of cigarettes I smoke6. Cut down the amount I smoke7. Stopped/ quit smoking8. Rang the Quitline9. Read "how to quit" literature 10. Accessed Quit information from a website11. Visited the Quitnow website12. Asked my doctor for help to quit13. Began taking Nicotine replacement therapy (NRT), or other pharmaceutical

stop smoking product14. Set a date to give up smoking15. Asked my pharmacist/ other health professional for advice on quitting16. Other (SPECIFY):17. Done nothing99. (Don’t know)98. (Refused)


AD25 What, if anything, will you do in the next month in response to seeing these ads?

DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.1. Consider quitting2. Download Quit for You Quit for Two app3. Download other quitting apps4. Discuss smoking and health with my partner/ family/ friend5. Change the type of cigarettes I smoke6. Reduce the number of cigarettes I smoke7. Stop/ quit smoking8. Call the Quitline9. Read "how to quit" literature

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10. Access Quit information from a website11. Visit the Quitnow website12. Ask my doctor for help to quit13. Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop

smoking products14. Other (SPECIFY):15. No intentions99. (Don’t know)98. (Refused)

(ASK ALL)AD26 In future, where do you think ads should be placed to encourage pregnant women

not to smoke?



2. Pay TV channels 3. National Indigenous Television4. Indigenous community television5. Commercial radio stations 6. Indigenous radio stations 7. Newspapers 8. Magazines9. Indigenous newspapers or magazines10. Online11. Outdoor advertising like billboards and at bus stops12. Other (SPECIFY):

(ASK ALL)AD27 If someone wanted to smoke in your house, which of the following best describes



1. Smoke anywhere inside the house2. Smoke inside the house, but only in certain rooms, or3. Smoke outside only4. (DO NOT READ OUT) Smoking not allowed inside or outside99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

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Section G

(ASK ALL)Now I just have a few simple questions about your use of TV and the internet.

AD1 How often do you…


1. Daily2. A few times a week3. A few times a month4. Once a month or less5. Never6. Refused

b. Watch Pay TV channels?


c. Watch National Indigenous Television?


d. Watch Indigenous community television?


e. Listen to commercial radio stations?

1. Daily2. A few times a week

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3. A few times a month4. Once a month or less5. Never6. Refused

f. Listen to Indigenous radio stations?


g. Read newspapers?


h. Read magazines?


i. Read Indigenous newspapers or magazines?


j. Use the Internet to search for information or to read articles or view video clips?

1. Daily2. A few times a week3. A few times a month4. Once a month or less5. Never

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6. Refused

D2 Can you please tell me your three favourite TV programs and the channel and day of the week when they are on.

(ASK IF D1(h) < 5)D2a And what are your three favourite magazines?

(ASK IF D1(j) < 5)D3 And what are your three favourite internet websites?

D3a In the last 7 days have you watched any Australian catch-up TV online, for example on SBS on Demand, Plus7, ninemsn video or the Channel Ten website?

1 Yes 2 No99 (Do not read out) Don’t know




D5 Broadly speaking, what is the gross annual income of your household before tax..? (Gross = income from all sources (e.g. wages, salary, rent, dividends, government payments) for all people living in the household)

1. Under $30,0002. $30,000 to under $60,0003. $60,000 to under $90,0004. $90,000 to under $120,0005. $120,000 to under $150,0006. $150,000 or more98. Refused


1. Manager

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2. Professional3. Technician or trades worker4. Community or personal service worker5. Clerical or administrative worker6. Sales worker7. Machinery operator or driver8. Labourer9. Student96. Other (SPECIFY) : 97. No occupation (excludes students)98. Refused99. Can’t say




1. Some primary school2. Finished primary school3. Some secondary school4. Finished secondary school5. Some tertiary education (University, Tafe or College)6. Finished tertiary education7. Higher degree or higher diploma (e.g. PhD, masters, grad dip)99. (Can’t say)98. (Refused)

D9 And finally, have you been told by a doctor or nurse that you currently have any of the following health conditions:

MUTIPLE RESPONSES ACCEPTED

READ OUT

1. Arthritis2. Asthma3. Heart disease4. Have had, or at risk of, stroke5. Chronic kidney disease6. Cancer of any kind7. Mental Health problems such as Depression8. Type 2 Diabetes9. Oral Disease (e.g. Gum disease)

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10. Osteoporosis97. (DO NOT READ OUT) None of these99. (DO NOT READ OUT) Can’t say

Section H

Thank you for participating in this important study – we have reached the end of the interview.

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 when all interviewing is completed.


Respondent’s Name: Respondent’s Phone:

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 and Ageing.

IF NECESSARY: You can contact ORIMA Research if you have any questions or problems. Please call us on our free call number. I will give you that number: 1800 654 585 [ensure they write down the telephone number].


IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:www.quitnow.info.auQuitline 131 848

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Recent quitters


RECENT QUITTERSFINAL

INTRODUCTION

Participation in this research is voluntary. This means that you will be able to stop the interview or skip questions if you don’t feel comfortable. Also 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. And 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.

Section A



1. Record days (ALLOWABLE RANGE: 1 TO 356) : 2. Record weeks (ALLOWABLE RANGE: 1 TO 52) : 3. Record months (ALLOWABLE RANGE: 1 TO 12) : 98. Refused99. Can’t say

Q2 Is it likely or unlikely that you’ll be able to continue not smoking?

(ENCOURAGE BEST GUESS)


Q3 What, if anything, specifically prompted you to quit smoking?

DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED

Health & Fitness1. Asthmatic/ trouble breathing2. Had a cough/ cold/ flu/ chest infection3. Health scare (E.g. pneumonia, coughing fits)

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4. Heart attack5. Decline in health/ bad for my health6. Affecting my fitness7. Other health or fitness reason (SPECIFY) : 8. Health reasons/ ill health (Unspecified, not codes 1-6)








inhaler, lozenges etc.)96. Other (SPECIFY) :97. No particular reason99. Can't say

Q4 Which, if any, of the following have you ever done to help you quit smoking?

READ OUT. MULTIPLE RESPONSES ACCEPTED.

Quitting Aids1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges

etc.) 2. Used Zyban3. Used Champix

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4. Used a smartphone app5. E-cigarettes


Medical Services)8. Asked a pharmacist/ other health professional for advice on quitting 9. Taken part in Quit smoking programs (individual or group)10. Used an online/ internet support tool such as an online Quitcoach11. Got support from family/ friends12. Visited the Quitnow website

No quitting aids or advice13. Gave up on my own

Other96. Other (SPECIFY)97. (DO NOT READ OUT) None of the above99. (DO NOT READ OUT) Can't say

Section B

Q5 Now I'd like to ask you about smoking, your life and your health. How much, if at all, has smoking affected your life? Would you say it has….

READ OUT



READ OUT



READ OUT

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Q8 What do you think is the likelihood of you becoming ill from your past smoking? Would you say…

READ OUT


Q9 How worried are you, if at all, that your past smoking WILL damage your health in the future? Would you say you are…

READ OUT

1. Not at all worried2. A little worried3. Moderately worried4. Very worried 97. (DO NOT READ OUT) Not applicable98. (DO NOT READ OUT) Refused99. (DO NOT READ OUT) Don't know

Section C (ASK ALL RESPONDENTS)Q10 I will now read out some statements about smoking and quitting. How much do

you agree or disagree that

a. Smoking is widely disapproved of in my community/ People generally do not approve of smoking in my community

1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree

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b. The rewards of smoking outweigh the negatives/ There are more positives from smoking than negatives


c. Quitting smoking is easy


d. It’s never too late to quit smoking


e. Quitting will reduce your risk of sickness caused by smoking


f. There are many benefits to quitting smoking


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

1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree

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5. Strongly disagree

(ASK ALL RESPONDENTS)Q11 In your opinion, what, if any, are the benefits to you of quitting smoking?

DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY

1. Decreased risk of premature death/ less likely to die2. Decreased risk of cancer3. Decreased risk of stroke4. Decreased risk of heart disease5. Decreased risk of other diseases/ illness/ getting sick 6. Improved smell and taste7. Improved lung function/ breathing8. Improved blood flow to the skin9. Improved fitness/ general health10. Fewer complications during pregnancy/ healthier baby11. Save money/ more money12. Kids/ family would like it13. Not being a bad role model to others in the family or community14. Stopping others from being exposed to cigarette smoke (passive smoking)15. Easier when going out16. Not smelling like smoke/ cigarettes17. Other benefit (SPECIFY): 18. No benefits99. Don’t know98. Refused

Q12 How much do you think you would benefit financially if you were to continue not to smoke?

READ OUT


Q13 How much do you think your health would benefit if you were to continue not to smoke?

READ OUT

1. Not at all2. Slightly3. Moderately4. Very much

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5. Extremely99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

(ASK ALL RESPONDENTS)

Q14 I am going to read you a list of health effects and diseases that may or may not be caused by smoking cigarettes. Based on what you know or believe, does smoking cause…

a. Heart disease/ Heart attack?


b. Lung cancer?


c. Trouble breathing?


d. Increased risk of stroke?


e. Illness and death in non-smokers?


f. Increased risk of harm to baby if pregnant?


Section D

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(ASK ALL FEMALE RESPONDENTS)Q15 Have you ever been pregnant?

IF YES – PROBE FOR ONE OF THE FOLLOWING THREE OPTIONS

1. Yes – currently pregnant 2. Yes – previously pregnant3. No99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused


your unborn baby? Would you say…READ OUT


(ASK ALL FEMALE RESPONDENTS APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q17 Which of these statements best describe how you feel about getting pregnant in

the next 2 years?


(ASK ALL APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q18 Could you please tell me, are you a family member or friend of a pregnant

woman?

1. Yes2. No99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused

(ASK ALL WHO ARE THE FRIEND OR FAMLY MEMBER OF SOMEONE WHO IS PREGANT – code 1 at Q18)Q19 How worried are you, if at all, that your smoking will affect the health of your

friend/ family member’s baby? Would you say…

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READ OUT


Section E

(ASK ALL)The next few questions are about advertising.



(ASK THOSE WHO RECALL SMOKING ADVERTISING)

AD2 i. Can you please describe the first ad that comes to mind? And what was the ad trying to say?

Record Response:


1. Record Response 2. Don’t know98. Refused



1. Yes 2. No 99. Don’t know98. Refused


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(SHOW KEY IMAGES FROM ‘QUIT FOR YOU QUIT FOR TWO’ TV AD) PLEASE CIRCLE ALL THAT APPLY.


1. Yes (Mainstream television station)2. Yes (Indigenous television station)3. No (GO TO AD8)99. Don’t know (GO TO AD8)98. Refused (GO TO AD8)

AD4a Where did you see this ad? Did you see it?READ OUT. MULTIPLES ACCEPTED.

A. On TV 1. Yes2. No99. (DO NOT READ OUT) Don’t know



ONLY ASK AD4b IF RESPONDENT SAW THE AD ON TV (I.E. AD4a=1).AD4b Did you see this ad on Indigenous television, mainstream television or both?

1. Indigenous television2. Mainstream television3. Both indigenous and mainstream television99. Don’t know 98. Refused

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ AD) (HIDE AD IMAGES BEFORE ASKING)AD5 What would you say were the MAIN things that this ad was trying to say?


1. Smoking causes serious illness2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the

health of your baby4. Quitting smoking improves oxygen flow around your body and to your baby

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5. Quitting smoking lowers the risk of miscarriage6. Quitting smoking lowers the risk of premature labour7. Quitting smoking lowers the risk of infection and breathing problems due to

low birth weight8. Quitting smoking lowers the risk of Sudden Infant Death Syndrome (SIDS) 9. Talk to your doctor about quitting smoking for good10. It’s twice as important to get the help you need when pregnant, or planning

to be11. Every cigarette you don’t smoke is doing you good12. Smoking is dangerous/ bad13. Quit for You. Quit for Two.14. Quit smoking15. Quit smoking and give your baby a healthy start16. Call the Quitline17. Download the free phone app to help you quit18. Visit the Quitnow website19. Support is available20. Smoking when pregnant is dangerous21. When you quit smoking you get the toxins out of your body22. Quitting benefits you and your baby23. Other (SPECIFY) :

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ AD)INTERVIEWER – FOR EACH STATEMENT PLEASE CIRCLE ONE NUMBERAD6 Thinking about this ad, how much do you agree or disagree it …




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1. Yes2. No (GO TO AD11)99 Don’t know (GO TO AD11)98 Refused (GO TO AD11)

AD8a Did you hear this ad on Indigenous radio, mainstream radio or both?

1. Indigenous radio2. Mainstream radio3. Both indigenous and mainstream radio99. Don’t know98. Refused

(ONLY ASK IF RESPONDENT HAS HEARD RADIO AD)AD9 Thinking about the radio ad, what would you say were the MAIN things this ad

was trying to say?


1. Smoking causes serious illness (unspecific)

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2. Don’t smoke when pregnant3. You should not smoke during or before pregnancy because it affects the health

of your baby4. It’s worth fighting cravings for cigarettes when you’re pregnant5. When you quit smoking, you get the toxins out of your system6. Quitting smoking lowers the risk of miscarriage and/ or other serious health


be12. Call the Quitline13. Visit the Quitnow website14. Download the free phone app to help you quit15. Other (SPECIFY):

(ASK IF HEARD RADIO AD)INTERVIEWER – FOR EACH STATEMENT PLEASE CIRCLE ONE NUMBERAD10 Thinking about this radio ad, how much do you agree or disagree it …




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(ASK ALL)AD11 I am now going to show you a recent print ad and I would like to know if you

have seen it.

Have you seen this print ad before today? (IF YES – PROBE FOR WHERE) (MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY)


(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD12 Now, without looking at the ad, what would you say were the MAIN things that this

ad was trying to say?


1. Smoking causes serious illness (unspecific)2. Don’t smoke when pregnant3. Smoking when pregnant deprives your baby of oxygen4. If you smoke when pregnant toxic chemicals go into your baby including some





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(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)INTERVIEWER – FOR EACH STATEMENT PLEASE CIRCLE ONE NUMBERAD13 Thinking about this ad, how much do you agree or disagree it …




(ASK ALL)AD14 And now I’m going to show you some images of a phone app that was

developed to assist pregnant women to quit smoking.

Have you seen this app before today? (IF YES – PROBE FOR WHERE AND WHETHER DOWNLOADED) (MULTIPLE RESPONSES ACCEPTED, PLEASE CIRCLE ALL THAT APPLY)

1. Yes – I downloaded it2. Yes – I saw it on someone else’s phone (GO TO AD22)3. Yes – I saw it in an ad (GO TO AD22)4. No (GO TO AD22)99. Don’t know (GO TO AD22)98. Refused (GO TO AD22)

(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD15 How useful did you find this (i.e. Quit for You Quit for Two) phone app? Was

it…?

1. Very useful2. Somewhat useful

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3. Not at all useful99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD16 How easy or difficult was it to use this (i.e. Quit for You Quit for Two) phone

app? Was it…?




(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD18 How frequently did you use the app?



(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD19 Which of the following was the most valuable feature of the app?


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(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD20 Did you use the app to manage cravings?


(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)AD21 Would you recommend the app to other women?


AD22 Have you tried any other apps to help you quit smoking?

1. Yes (SPECIFY NAME OF APP) : 2. No 99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

Section F





(STATEMENTS)a. There are many short and long term health benefits to quitting smokingb. Your smoking affects your unborn babyc. You should quit smoking for your babyd. Every cigarette you don’t smoke, is doing you goode. Every cigarette you smoke is damaging your unborn childf. Call the Quitlineg. Visit the Quitnow website

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h. Download Quit for You Quit for Two app i. When you choose to quit smoking there is support available



AD24 What, if anything, have you done as a result of seeing these ads?

DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.1. Considered quitting2. Downloaded Quit for You Quit for Two app3. Downloaded another smartphone app for quitting4. Discussed smoking and health with my partner/ family/ friend5. Changed the type of cigarettes I smoke6. Cut down the amount I smoke7. Stopped/ quit smoking8. Rang the Quitline9. Read "how to quit" literature 10. Accessed Quit information from a website11. Visited the Quitnow website12. Asked my doctor for help to quit13. Began taking Nicotine replacement therapy (NRT), or other pharmaceutical

stop smoking product14. Set a date to give up smoking15. Asked my pharmacist/ other health professional for advice on quitting16. Other (SPECIFY) :17. Done nothing99. (Don’t know)98. (Refused)


AD25 What, if anything, will you do in the next month in response to seeing these ads?


1. Consider quitting2. Download Quit for You Quit for Two app3. Download other quitting apps4. Discuss smoking and health with my partner/ family/ friend5. Change the type of cigarettes I smoke6. Reduce the quantity of cigarettes I smoke

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7. Stop/ quit smoking8. Call the Quitline9. Read "how to quit" literature10. Access Quit information from a website11. Visit the Quitnow website12. Ask my doctor for help to quit13. Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop

smoking products14. Other (SPECIFY): 15. No intentions99. (Don’t know)98. (Refused)

(ASK ALL)AD26 In future, where do you think ads should be placed to encourage pregnant women

not to smoke?



2. Pay TV channels 3. National Indigenous Television4. Indigenous community television5. Commercial radio stations 6. Indigenous radio stations 7. Newspapers 8. Magazines9. Indigenous newspapers or magazines10. Online11. Outdoor advertising like billboards and at bus stops12. Other (SPECIFY):

(ASK ALL)AD27 If someone wanted to smoke in your house, which of the following best describes



1. Smoke anywhere inside the house2. Smoke inside the house, but only in certain rooms, or3. Smoke outside only4. (DO NOT READ OUT) Smoking not allowed inside or outside99. (DO NOT READ OUT) Don’t know98. (DO NOT READ OUT) Refused

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Section G

(ASK ALL)Now I just have a few simple questions about your use of TV and the internet.AD1 How often do you…



b. Watch Pay TV channels?


c. Watch National Indigenous Television?


d. Watch Indigenous community television?


e. Listen to commercial radio stations?

1. Daily2. A few times a week3. A few times a month

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4. Once a month or less5. Never6. Refused

f. Listen to Indigenous radio stations?


g. Read newspapers?


h. Read magazines?


i. Read Indigenous newspapers or magazines?


j. Use the Internet to search for information or to read articles or view video clips?


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D2 Can you please tell me your three favourite TV programs and the channel and day of the week when they are on.

D2a (ASK IF D1(h) < 5)

And what are your three favourite magazines?

D3 (ASK IF D1(j) < 5)

And what are your three favourite internet websites?

D3a In the last 7 days have you watched any Australian catch-up TV online, for example on SBS on Demand, Plus7, ninemsn video or the Channel Ten website?1 Yes 2 No99 (Do not read out) Don’t know




D5 Broadly speaking, what is the gross annual income of your household before tax..? (Gross = income from all sources (e.g. wages, salary, rent, dividends, government payments) for all people living in the household)

1. Under $30,0002. $30,000 to under $60,0003. $60,000 to under $90,0004. $90,000 to under $120,0005. $120,000 to under $150,0006. $150,000 or more98. Refused


1. Manager

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2. Professional3. Technician or trades worker4. Community or personal service worker5. Clerical or administrative worker6. Sales worker7. Machinery operator or driver8. Labourer9. Student96. Other (SPECIFY) :97. No occupation (excludes students)98. Refused99. Can’t say




1. Some primary school2. Finished primary school3. Some secondary school4. Finished secondary school5. Some tertiary education (University, Tafe or College)6. Finished tertiary education7. Higher degree or higher diploma (e.g. PhD, masters, grad dip)99. (Can’t say)98. (Refused)

D9 And finally, have you been told by a doctor or nurse that you currently have any of the following health conditions: MUTIPLE RESPONSES ACCEPTED. READ OUT.1. Arthritis2. Asthma3. Heart disease4. Have had, or at risk of, stroke5. Chronic kidney disease6. Cancer of any kind7. Mental Health problems such as Depression8. Type 2 Diabetes9. Oral Disease (e.g. Gum disease)10. Osteoporosis97. (DO NOT READ OUT) None of these 99. (DO NOT READ OUT) Can’t say

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Section H

Thank you for participating in this important study – we have reached the end of the interview.


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 when all interviewing is completed.


Respondent’s Name:Respondent’s Phone:


IF NECESSARY: You can contact ORIMA Research if you have any questions or problems. Please call us on our free call number. I will give you that number: 1800 654 585 [ensure they write down the telephone number].


IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:www.quitnow.info.au - Quitline 131 848

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CALD audiences componentGeneral Screener

NTC Special Audiences Phase 3 – CALD ComponentDepartment of Health and Ageing

SCREENER


Interview Number:



(ASK 16-40 YEAR OLD SELECTED)S1 Good (morning/ afternoon/ evening), my name is <INTERVIEWER NAME> from

AFS and I’m running an important health survey for ORIMA Research and the Department of Health and Ageing. Today I would like to invite people from the [INSERT RELEVANT COMMUNITY] community to be involved in an interview to find out what they think about a government advertising campaign. This advertising campaign was developed specifically for the [INSERT RELEVANT COMMUNITY] community. Is there anyone who lives in your house from the [INSERT RELEVANT COMMUNITY] community who is aged between 18 and 40 years old?

1. Yes, Continue2. Respondent refusal (Thank and end interview: “Thanks for your time.”)3. Ineligible (Thank and end interview: “Thanks for your time but you are not

eligible for the survey.”)

IF NECESSARY:I would like to speak just with people from [INSERT RELEVANT COMMUNITY] community aged 18 to 40 years old because we are evaluating a government advertising campaign aimed at them.

S2 Firstly, could I please just confirm your postcode?


1. Yes, Record postcode2. No/ Refused

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S3 The interview will be held in person at a day and time that suits you – this could be now or later on. It will take around 20 minutes and I will be providing a $50 voucher for all completed interviews. All answers given to me will be completely private. If there are any questions you or anyone else chosen to be involved don’t want to answer I can either skip over them or work out if we can continue this interview. Would you be willing to help me?


LANGUAGE SCREENING

S4 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. The first statement is....

1. When it’s possible I prefer to listen to the radio in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English

2. When it’s possible I prefer to read books or newspapers in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English

3. When I’m at home I usually hold conversations in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English

If disagree with all statements at S4 say “Thank you, but unfortunately you do not qualify for our survey, as we need to interview people who have a preference for communicating in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English. I’d like to know if there are other people in your household who qualify for our survey.

If agree with one or more of the statements at S4, say “Thank you, we need to speak to people like you who have a preference for communicating in [INSERT RELEVANT COMMUNITY LANGUAGE] rather than in English. I’d also like to know if there are other people in your household who qualify for our survey.

S5 Including yourself, how many people in your house would qualify for our survey (they prefer to listen to, read or talk at home in non-English language) and are aged 18-40 years old?

1. Yes, Record Number 2. None (Thank and end interview: “Sorry, but we need to speak to people

who prefer to communicate in [INSERT RELEVANT COMMUNITY LANGUAGE] aged 18 to 40.”)

3. Refused (Thank and end interview: “Sorry, but we need to speak to people who prefer to communicate in [INSERT RELEVANT COMMUNITY LANGUAGE] aged 18 to 40.”)

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S6 Of those people (who prefer to communicate in other language and aged 18-40), how many currently smoke cigarettes?

EXPLAIN: By cigarettes we mean cigarettes you get from a packet or cigarettes that you roll yourself/rollies (if asked - not including marijuana).

1. Yes, Record Number 2. None3. Refused

S7 And of those people (who prefer to communicate in other language and aged 18-40), how many quit smoking cigarettes in the last 12 months and used to smoke at least weekly?

1. Record Number 2. None3. Refused

IF NONE OR REFUSED AT BOTH S6 AND S7 (NO ELIGIBLE SMOKERS OR RECENT QUITTERS IN HOUSE) THANK AND END INTERVIEW “Sorry, but we need to speak to people who are smokers or who recently smoked.”)

SCREENING FOR PERSONAL ELIGIBILITY


1. Record exact age: (MUST BE AGED 18-40 TO BE PERSONALLY ELIGIBLE) (Skip to S10)

2. Refused


1. Under 18 (NOT PERSONALLY ELIGIBLE)2. 18-243. 25-294. 30-345. 35-4098. (41 years or older) (NOT PERSONALLY ELIGIBLE)99. (Refused)


1. Male2. Female

(ASK IF SPANISH)

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S10a And is your background European or South American?

1. European2. South American3. (Refused)

IF RESPONDENT IS NOT PERSONALLY ELIGIBLE (IS NOT CALD SMOKER OR RECENT QUITTER AGED 18-40), SAY:OTHERWISE SKIP TO SS1

May I speak to the person in your house aged 18-40 years old who prefers to listen to, read or talk at home in a language other than English and who currently smokes - or who quit smoking in the last 12 months and used to smoke at least weekly?


1. Continue2. Make appointment to interview to selected 18-40 year old3. If refuse to make appointment with selected 18-40 year old (Thank and end

interview)

IF NEW RSPONDENT - REPEAT INTRODUCTION AND SCREEN FOR AGE ELIGIBILITY


1. Record exact age: (ALLOWABLE RANGE 18-40)2. Refused


1. Under 18 (Thank and end interview)2. 18-243. 25-294. 30-345. 35-4098. (41 years or older) (Thank and end interview) 99. (Refused) (Thank and end interview)

S13 RECORD SEX OF RESPONDENT

1. Male2. Female

(ASK IF SPANISH)S13a And is your background European or South American?

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1. European2. South American3. (Refused)

SMOKING STATUS(ASK ALL)SS 1 How often, if at all, do you CURRENTLY smoke cigarettes? Do you smoke them…



1. Daily (regular smoker)2. At least weekly (regular smoker)3. At least monthly (occasional smoker)4. Less often than monthly (occasional smoker)97. Not at all (GO TO SS 3)99. (DO NOT READ OUT) Can’t Say (GO TO SS 3)

SS 2 (ASK CURRENT SMOKERS ONLY) Which of the following best describes your smoking behaviour in the last month or so?



(ASK IF DO NOT CURRENTLY SMOKE AT LEAST WEEKLY OR DAILY (occasional smoker) OR WOULD NOT SAY HOW OFTEN: i.e. SS 1 = 3, 4, 97 or 99)

SS 3 Have you ever smoked cigarettes at least weekly?


IF SS 1=97 OR 99 (DON’T CURRENTLY SMOKE AT ALL OR CAN’T SAY) AND SS 3=2 OR 99 (NEVER SMOKED ON A WEEKLY BASIS) THANK AND END INTERVIEW, OTHERWISE CONTINUE

(ASK IF EVER SMOKED ON AT LEAST A WEEKLY BASIS, BUT NO LONGER A DAILY/ WEEKLY SMOKER, SS 1= 3, 4, 97 & 98 AND SS 3=1)SS 4 Did you stop smoking cigarettes at least weekly within the last 12 months?

1. Yes (continue to SS8)2. No – it was 12 months ago or longer

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99. Can't say

(FOR ALL)IF SS 1=97 OR 99 (DON’T CURRENTLY SMOKE AT ALL OR CAN’T SAY) AND SS 4=2 OR 99 (NOT A RECENT QUITTER) THANK AND END INTERVIEW, OTHERWISE CONTINUE

IF ENDED INTERVIEW FOR NON-QUALIFICATION, AND OTHER CALD SMOKERS/ RECENT QUITTERS IN HOUSE, ASK TO SPEAK TO ONE OF THESE PEOPLE AND SCREEN NEW RESPONDENT FOR AGE QUALIFICATION

IF SS 1=1 (DAILY SMOKER) CONTINUE, ELSE GO TO SS 6

(ASK DAILY SMOKERS)SS 5 How many cigarettes would you smoke each day (on average)?



IF SS 1=2 (WEEKLY SMOKER) CONTINUE, ELSE GO TO SS 7.

(ASK WEEKLY SMOKER)SS 6 How many cigarettes would you smoke each week (on average)?


1. Record number of cigarettes per week : (Go to SS8)2. Refused (Go to SS8)

IF SS 1=3 OR 4 (OCCASIONAL SMOKER) CONTINUE, ELSE GO TO SS 8.

(ASK OCCASIONAL SMOKERS)SS 7 How many cigarettes would you smoke each month (on average)?


1. Record number of cigarettes per month: (Go to SS8)2. Refused (Go to SS8)

(ASK ALL)SS 8 Did any of your family who live in your house ever smoke?

1. Yes2. No, never

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99. Can’t say


INTERVIEWER CHECK : SMOKING DEFINITIONSSMOKER (SS1=1 to 4) –USE SMOKER SURVEYDaily smoker (SS1=1)Weekly smoker (SS1=2)Occasional smoker (SS1=3 OR 4)RECENT QUITTER (SS1=97 or 99 AND SS4=1) –USE RECENT QUITTER SURVEY

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Pacific Islander screener

NTC Special Audiences Phase 3 – CALD Component (PACIFIC ISLANDER VERSION)

Department of Health and Ageing

SCREENER


Interview Number:



(ASK 16-40 YEAR OLD SELECTED)S1 Good (morning/ afternoon/ evening), my name is <INTERVIEWER NAME> from

AFS and I’m running an important health survey for ORIMA Research and the Department of Health and Ageing. Today I would like to invite people from the [INSERT RELEVANT COMMUNITY] community to be involved in an interview to find out what they think about a government advertising campaign. This advertising campaign was developed specifically for the [INSERT RELEVANT COMMUNITY] community. Is there anyone who lives in your house from the [INSERT RELEVANT COMMUNITY] community who is aged between 18 and 40 years old?

1. Yes, Continue2. Respondent refusal (Thank and end interview: “Thanks for your time.”)3. Ineligible (Thank and end interview: “Thanks for your time but you are not

eligible for the survey.”)

IF NECESSARY:I would like to speak just with people from [INSERT RELEVANT COMMUNITY] community aged 18 to 40 years old because we are evaluating a government advertising campaign aimed at them.

S2 Firstly, could I please just confirm your postcode?


1. Yes, Record postcode 2. No/ Refused

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S3 The interview will be held in person at a day and time that suits you – this could be now or later on. It will take around 20 minutes and I will be providing a $50 voucher for all completed interviews. All answers given to me will be completely private. If there are any questions you or anyone else chosen to be involved don’t want to answer I can either skip over them or work out if we can continue this interview. Would you be willing to help me?


SCREENING FOR ISLANDER HERITAGE

S4 I am going to check that you qualify for our survey. Could you tell me which of these statements best describes you?

1. I am an Islander born in one of the Polynesian, Micronesian or Melanesian Nations

2. I am an Islander, born in New Zealand but not of Maori descent3. I was born in New Zealand and am of Maori descent4. None of the above describe me

IF CODE 1 OR 2 SAY:“Thank you, we need to speak to people like you who identify as Pacific Islanders. I’d also like to know if there are other people in your household who qualify for our survey.”

IF CODE 3 OR 4 SAY:“Thank you, but unfortunately you do not qualify for our survey, as we need to interview people who identify as Pacific Islanders. However, I’d like to know if there are other people in your household who qualify for our survey.”

S5 Including yourself, how many people in your house would identify as being Pacific Islanders born in Polynesian, Micronesian or Melanesian nations, or in New Zealand and are aged 18-40 years old?

1. Record Number2. None (Thank and end interview: “Sorry, but we need to speak to people

who identify as Pacific Islanders aged 18 to 40.”)3. Refused (Thank and end interview: “Sorry, but we need to speak to

people who identify as Pacific Islanders aged 18 to 40.”)

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S6 Of those people (Pacific Islanders aged 18-40), how many currently smoke cigarettes?

EXPLAIN: By cigarettes we mean cigarettes you get from a packet or cigarettes that you roll yourself/rollies (if asked - not including marijuana).

1. Yes, Record Number 2. None3. Refused

S7 And of those people (Pacific Islanders aged 18-40), how many quit smoking cigarettes in the last 12 months and used to smoke at least weekly?

1. Record Number 2. None3. Refused

IF NONE OR REFUSED AT BOTH S6 AND S7 (NO ELIGIBLE SMOKERS OR RECENT QUITTERS IN HOUSE) THANK AND END INTERVIEW “Sorry, but we need to speak to people who are smokers or who recently smoked.”)

SCREENING FOR PERSONAL ELIGIBILITY


1. Record exact age: (MUST BE AGED 18-40 TO BE PERSONALLY ELIGIBLE) (Skip to S10)

2. Refused


1. Under 18 (NOT PERSONALLY ELIGIBLE)2. 18-243. 25-294. 30-345. 35-4098. (41 years or older) (NOT PERSONALLY ELIGIBLE)99. (Refused)


1. Male2. Female

IF RESPONDENT IS NOT PERSONALLY ELIGIBLE (IS NOT PACIFIC ISLANDER SMOKER OR RECENT QUITTER AGED 18-40), SAY:OTHERWISE SKIP TO SS1

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May I speak to the person in your house aged 18-40 years old who identifies as a Pacific Islander and who currently smokes - or who quit smoking in the last 12 months and used to smoke at least weekly?


1. Continue2. Make appointment to interview to selected 18-40 year old3. If refuse to make appointment with selected 18-40 year old (Thank and end

interview)

IF NEW RESPONDENT - REPEAT INTRODUCTION AND SCREEN FOR AGE ELIGIBILITY


1. Record exact age: (ALLOWABLE RANGE 18-40)2. Refused


1. Under 18 (Thank and end interview)2. 18-243. 25-294. 30-345. 35-4098. (41 years or older) (Thank and end interview) 99. (Refused) (Thank and end interview)

S13 RECORD SEX OF RESPONDENT

1. Male2. Female

SMOKING STATUS(ASK ALL)SS 1 How often, if at all, do you CURRENTLY smoke cigarettes? Do you smoke them…



1. Daily (regular smoker)2. At least weekly (regular smoker)3. At least monthly (occasional smoker)4. Less often than monthly (occasional smoker)97. Not at all (GO TO SS 3)

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99. (DO NOT READ OUT) Can’t Say (GO TO SS 3)

SS 2 (ASK CURRENT SMOKERS ONLY) Which of the following best describes your smoking behaviour in the last month or so?



(ASK IF DO NOT CURRENTLY SMOKE AT LEAST WEEKLY OR DAILY (occasional smoker) OR WOULD NOT SAY HOW OFTEN: i.e. SS 1 = 3, 4, 97 or 99)

SS 3 Have you ever smoked cigarettes at least weekly?


IF SS 1=97 OR 99 (DON’T CURRENTLY SMOKE AT ALL OR CAN’T SAY) AND SS 3=2 OR 99 (NEVER SMOKED ON A WEEKLY BASIS) THANK AND END INTERVIEW, OTHERWISE CONTINUE(ASK IF EVER SMOKED ON AT LEAST A WEEKLY BASIS, BUT NO LONGER A DAILY/ WEEKLY SMOKER, SS 1= 3, 4, 97 & 98 AND SS 3=1)SS 4 Did you stop smoking cigarettes at least weekly within the last 12 months?

1. Yes (continue to SS8)2. No – it was 12 months ago or longer99. Can't say

(FOR ALL)IF SS 1=97 OR 99 (DON’T CURRENTLY SMOKE AT ALL OR CAN’T SAY) AND SS 4=2 OR 99 (NOT A RECENT QUITTER) THANK AND END INTERVIEW, OTHERWISE CONTINUE

IF ENDED INTERVIEW FOR NON-QUALIFICATION, AND OTHER PACIFIC ISLANDER SMOKERS/ RECENT QUITTERS IN HOUSE, ASK TO SPEAK TO ONE OF THESE PEOPLE AND SCREEN NEW RESPONDENT FOR AGE QUALIFICATION

IF SS 1=1 (DAILY SMOKER) CONTINUE, ELSE GO TO SS 6

(ASK DAILY SMOKERS)SS 5 How many cigarettes would you smoke each day (on average)?


#2531



IF SS 1=2 (WEEKLY SMOKER) CONTINUE, ELSE GO TO SS 7.

(ASK WEEKLY SMOKER)SS 6 How many cigarettes would you smoke each week (on average)?


1. Record number of cigarettes per week : (Go to SS8)2. Refused (Go to SS8)

IF SS 1=3 OR 4 (OCCASIONAL SMOKER) CONTINUE, ELSE GO TO SS 8.

(ASK OCCASIONAL SMOKERS)SS 7 How many cigarettes would you smoke each month (on average)?


1. Record number of cigarettes per month: (Go to SS8)2. Refused (Go to SS8)

(ASK ALL)SS 8 Did any of your family who live in your house ever smoke?



INTERVIEWER CHECK : SMOKING DEFINITIONSSMOKER (SS1=1 to 4) –USE SMOKER SURVEYDaily smoker (SS1=1)Weekly smoker (SS1=2)Occasional smoker (SS1=3 OR 4)RECENT QUITTER (SS1=97 or 99 AND SS4=1) –USE RECENT QUITTER SURVEY

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Smokers


SMOKERSFINAL

Interview Number:

CURRENT SMOKERS’ QUITTING ATTEMPTS & EXPERIENCEQ1 Have you ever tried to quit smoking?IF NECESSARY: by quit I mean stop totally.






1. Record days (ALLOWABLE RANGE: 1 TO 356): 2. Record weeks (ALLOWABLE RANGE:1 TO 52): 3. Record months (ALLOWABLE RANGE: 1 TO 12): 4. Record years : 98. Refused99. Can’t say



Health & Fitness1. Asthmatic/ trouble breathing2. Had a cough/ cold/ flu/ chest infection

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3. Health scare (E.g. pneumonia, coughing fits)4. Heart attack5. Decline in health/ bad for my health6. Affecting my fitness7. Other health or fitness reason (SPECIFY) : 8. Health reasons/ ill health (Unspecified, not codes 1-6)






information25. Smoking support groups/programs26. GP or other health worker advice27. Visited the Quitnow website

Others28. Just stopped/ spur of the moment29. Just wanted to30. Availability of cheaper NRT (Nicotine Replacement Therapy (e.g. patches,

gum, inhaler, lozenges etc.))96. Other (SPECIFY) : 97. No particular reason99. Can't say


1. Record days (ALLOWABLE RANGE: 1 TO 356): 2. Record weeks (ALLOWABLE RANGE: 1 TO 52): 3. Record months (ALLOWABLE RANGE: 1 TO 12): 4. Record years : 98. Refused99. Can’t say

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(ASK CURRENT SMOKERS WHO HAVE TRIED TO QUIT)Q6 Which, if any, of the following have you ever done to help you quit smoking?


Quitting Aids1. Used Nicotine Replacement Therapy (patches, gum, inhaler, lozenges etc.) 2. Used Zyban3. Used Champix4. Used a smartphone app5. E-cigarettes


Medical Services)8. Asked a pharmacist/ other health professional for advice on quitting 9. Taken part in Quit smoking programs (individual or group)10. Used an online/ internet support tool such as an online Quitcoach11. Visited the Quitnow website

No quitting aids or advice12. Gave up on my own13. Reduced the amount of cigarettes I smoke / cut down


ASK ALLQ7 During the past 6 months has anybody you know been trying to get you to quit

smoking?


(ASK CURRENT SMOKERS WHO HAVE HAD SOMEBODY TRYING TO GET THEM TO QUIT)Q8 And who has been trying to get you to quit smoking?


1. Partner/ spouse2. Child/ children3. Sibling (brother or sister)4. Parents/ guardians5. Other family member (e.g. aunts and uncles)6. Friend/ flatmate/ work colleague7. Doctor/ medical practitioner/ health worker

#2531


96. Other (SPECIFY) : 99. Don’t know

(ASK ALL)Q9 Do you intend to quit smoking?



READ OUT


(ASK ALL)Q11 If you were trying to quit smoking, is it likely or unlikely that you would be able to

do so forever?


SMOKING & HEALTHQ12 Now I'd like to ask you about smoking, your life and your health. How much, if at all, has smoking affected your life? Would you say it has….

READ OUT

1. Improved your life greatly2. Improved your life3. Neither improved nor lowered your quality of life4. Lowered your quality of life5. Lowered your quality of life greatly98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know


READ OUT

1. Not at all 2. Just a little 3. A fair amount

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4. A great deal 98. (DO NOT READ OUT) Refused 99. (DO NOT READ OUT) Don't know


READ OUT


Q15 How likely do you think it is that your smoking will make you ill if you keep smoking? Would you say…

READ OUT


Q16 How worried are you, if at all, that smoking WILL damage your health in the future?


READ OUT


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Q17 I would now like to ask you how much you agree or disagree with the following statements about smoking and quitting.

Do you Strongly Agree (SA), Agree (A), Neither agree nor disagree (N), Disagree (D) or Strongly disagree (SD) that…

(STATEMENTS)a. 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. There is support and tools available to help you to quit and remain smoke-free


Q18 I will now read out some statements about smoking and quitting. How much do you agree or disagree that…Do you Strongly Agree (SA), Agree (A), Neither agree nor disagree (N), Disagree (D) or Strongly disagree (SD) that…

(STATEMENTS)a. Smoking is widely disapproved of in Australia/ People generally do not

approve of smoking in Australiab. The rewards of smoking outweigh the negativesc. Quitting smoking is easyd. It’s never too late to quit smokinge. It’s possible to quit smoking and remain a non-smokerf. Quitting will reduce your risk of sickness caused by smokingg. There are many benefits to quitting smokingh. There are negative health impacts of smoking before and during pregnancy

and around childreni. There are many benefits to quitting smoking before and during pregnancy

and following birthj. Passive smoking affects pregnant women and their unborn childrenk. Quitting at any time during pregnancy decreases the risk of harm to the

unborn childl. Quitting smoking improves oxygen flow around your body and to your babym. You should not quit smoking when pregnant as the baby will suffer

withdrawals

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n. There are support and tools available to help smokers quit

(RESPONSE FRAME)1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree99. (Don’t know)98. (Refused)

AWARENESS OF BENEFITS OF QUITTING SMOKING - UNPROMPTED(ASK ALL)Q19 In your opinion, what, if any, are the benefits to you of quitting smoking?


1. Decreased risk of premature death/ less likely to die2. Decreased risk of cancer3. Decreased risk of stroke4. Decreased risk of heart disease5. Decreased risk of other diseases/ illness/ getting sick 6. Improved smell and taste7. Improved lung function/ breathing8. Improved blood flow to the skin9. Improved fitness/ general health10. Save money/ more money11. Kids/ family would like it12. Not being a bad role model to others in the family or community13. Stopping others from being exposed to cigarette smoke (passive smoking)14. Easier when going out15. Public perception16. Not smelling like smoke/ cigarettes17. Fewer complications during pregnancy (general)18. Decreased risk of miscarriage19. Decreased risk of premature labour/birth20. Decreased risk of ectopic pregnancy21. Better for baby / Healthier baby (general)22. Decreased risk of SIDS (Sudden Infant Death Syndrome)23. Decreased risk of baby with low birth weight24. Decreased risk of baby getting infection25. Decreased risk of baby having breathing difficulties26. Decreased risk of baby developing cleft lip / cleft palate27. Decreased risk of baby having asthma / impaired lung function later in life28. Other benefit (SPECIFY) : 29. No benefits99. Don’t know98. Refused

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Q20 How much do you think you would benefit financially if you were to quit smoking in the next 6 months?

READ OUT


Q21 How much do you think your health would benefit if you were to quit smoking in the next 6 months?

READ OUT





(STATEMENTS)a. Heart disease/ Heart attack?b. Lung cancer?c. Trouble breathing?d. Increased risk of stroke?e. Illness and death in non-smokers?f. Increased risk of harm to baby if pregnant?

(RESPONSE FRAME)1. Yes2. No99. Don’t know

EXPOSURE TO PREGNANCY

(ASK ALL FEMALE RESPONDENTS)Q23 Have you ever been pregnant?

#2531


IF YES – PROBE FOR THE FOLLOWING 3 OPTIONS

1. Yes – currently pregnant (Go to AD1)2. Yes – previously pregnant3. No99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused

(ASK ALL WHO ARE PREGNANT – code 1 at Q23)Q23a How much, if at all, are you concerned that your smoking has affected the health of

your unborn baby? Would you say…

READ OUT


(ASK ALL FEMALE RESPONDENTS APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q24 Which of these statements best describe how you feel about getting pregnant in the

next 2 years?


(ASK ALL APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q25 Could you please tell me, are you a family member or friend of a pregnant woman?


(ASK ALL WHO ARE THE FRIEND OR FAMILY MEMBER OF SOMEONE WHO IS PREGNANT – Code 1 at Q25)Q26 And how worried are you, if at all, that your smoking will affect the health of your

friend/family member's baby?


#2531


READ OUT



Unprompted Recall

The next few questions are about advertising.

(ASK ALL)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?


(ASK THOSE WHO RECALL SMOKING ADVERTISING)AD2 i. Can you please describe the first ad that comes to mind? And what was the ad

trying to say?

1. Record Response:


2. Record Response:

3. Don’t know98. Refused

(ASK ALL)AD2a In the past 4 months, do you recall seeing any television advertising relating to



#2531


CALD Campaign – Prompted Recall

INTERVIEWER - ROTATE MALE AND FEMALE ‘HEALTH BENEFITS’ ADS ACROSS RESPONDENTS

(ASK ALL)AD3 I am now going to show you a recent print ad and I would like to know if you have

seen it.

(SHOW MALE OR FEMALE ‘HEALTH BENEFITS’ AD)

Have you seen this ad? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)

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. No (GO TO AD7)99. Don’t know (GO TO AD7)98. Refused (GO TO AD7)

(ASK ALL)AD7 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. (IF RECORDING DOES NOT PLAY BACK PROPERLY, DESCRIBE RADIO AD: The ad starts out with a voice saying “The day you stop smoking, your body starts to repair itself”. The voice then talks about different ways the body repairs itself in five days, three months and one year after you stop smoking. At the end of the ad it says “Every cigarette you don’t smoke is better for you. Stop smoking today.”



AD9 Other material has also been produced with the same imagery and translated messages on it – such as pamphlets and money boxes – and handed out at festivals and community events in the last year. Have you seen any of this material?

1. Yes (SPECIFY LOCATION) : 2. No99. Don’t know98. Refused

(ASK ALL)

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AD10 Now I am going to show you another recent print ad and I would like to know if you have seen it.

(SHOW ‘FAMILY’ AD)


1. Yes – seen in magazine or newspaper2. Yes – seen online3. Yes – seen, but not sure where4. No (GO TO AD14)99. Don’t know (GO TO AD14)98. Refused (GO TO AD14)

IF RESPONDENT IS ARABIC OR PACIFIC ISLANDER GO TO AD21

OTHERWISE CONTINUE TO AD14

AD14 And how about this print ad?(SHOW ‘MONEY’ AD)



Pregnancy Campaign – Prompted Recall


(SHOW KEY IMAGES FROM ‘QUIT FOR YOU QUIT FOR TWO’ TV AD)



AD21b Where did you see this ad? Did you see it?A. On TV

1. Yes2. No

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99. (DO NOT READ OUT) Don’t know









AD23 Thinking about this ad, how much do you agree or disagree it …


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(RESPONSE FRAME)





AD25 Okay, I’m now going to play you a radio ad and would like to know if you have heard it. (IF RECORDING DOES NOT PLAY BACK PROPERLY, DESCRIBE AD: The ad starts with women describing some food cravings that they’ve had during pregnancy. Another woman then states while some cravings during pregnancy are okay to give into, it is worth fighting cravings for cigarettes. This woman goes onto list some of the benefits of quitting smoking, including getting toxins out of your system, and reduced risk of miscarriage and other serious health problems for your baby. Listeners are prompted to Quit for You Quit for Two. Assistance is offered via Quitline and a free smartphone app.


1. Yes

#2531


2. No 99. Don’t know 98. Refused

(ASK IF HEARD RADIO AD)AD25a Thinking about the radio ad, what would you say were the MAIN things this ad






(ASK IF HEARD RADIO AD)AD25b Thinking about this radio ad, how much do you agree or disagree it …


(STATEMENTS)a. …was easy to understandb. …taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me

(RESPONSE FRAME)

1. Strongly agree

#2531


2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (Don’t know)98. (Refused)

AD26 I am now going to show you a recent print ad and I would like to know if you have seen it.

Have you seen this print ad before today? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)

1. Yes – seen in magazine2. Yes – seen in mainstream or community newspaper3. Yes – seen online4. Yes – in shopping centre bathroom5. No 99. Don’t know 98. Refused

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD26a We want to see what you remember about this ad from seeing it before, so putting







be16. Call the Quitline

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17. Download the free phone app to help you quit18. Visit the Quitnow website19. Other (SPECIFY) :

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD26b Now, taking the ad back out of the envelope and having another look at it, to what



(STATEMENTS)a. ...was easy to understandb. …taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me

(RESPONSE FRAME)

1. Strongly agree2. Agree 3. Neither agree nor disagree 4. Disagree 5. Strongly disagree 99. (Don’t know)98. (Refused)


Have you seen this app before today? (IF YES, PROBE WHERE/ WHETHER DOWNLOADED) (MULTIPLES ACCEPTED)

1. Yes – I downloaded it2. Yes – I saw it on someone else’s phone (GO TO AD35)3. Yes in an ad (GO TO AD35)4. No (GO TO AD35)99. Don’t know (GO TO AD35)98. Refused (GO TO AD35)

(ASK IF DOWNLOADED PHONE APP; I.E. AD27=1)AD28 How useful did you find the Quit for You Quit for Two phone app? Was it…?

#2531












#2531










(STATEMENTS)a. There are many short and long term health benefits to quitting smokingb. Your smoking affects your unborn babyc. You should quit smoking for your babyd. Every cigarette you don’t smoke, is doing you goode. Every cigarette you smoke is damaging your unborn childf. Call the Quitlineg. Download the Quit for You Quit for Two apph. When you choose to quit smoking there is support availablei. Use the 4D’s to help with cravings (delay, deep breathe, do something else and

drink water)j. It’s twice as important to get the help you need when pregnant, or planning to

be

#2531



Direct influence of the campaign

(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT OF THE NATIONAL TOBACCO CAMPAIGN)AD37 What, if anything, have you done as a result of seeing these ads?


1. Considered quitting2. Downloaded the Quit for You Quit for Two app3. Downloaded another smartphone app for quitting4. Discussed smoking and health with my partner/ friend/ family5. Changed the type of cigarettes I smoke6. Cut down the amount I smoke7. Stopped/ quit smoking8. Rang the Quitline9. Read "how to quit" literature10. Accessed Quit information from a website11. Visited the Quitnow website12. Asked my doctor for help to quit13. Began taking Nicotine replacement therapy (NRT), or other pharmaceutical

stop smoking product14. Set a date to give up smoking15. Asked my pharmacist/other health professional for advice on quitting16. Other (SPECIFY)17. Done nothing99. (Don’t know)98. (Refused)



1. Consider quitting2. Download the Quit for You Quit for Two app3. Download other quitting apps4. Discuss smoking and health with my partner/ friend/ family5. Change the type of cigarettes I smoke 6. Reduce the quantity of cigarettes I smoke 7. Stop/ quit smoking 8. Ring the Quitline 9. Read "how to quit" literature

#2531


10. Visited the Quitnow website 11. Access Quit information from a website 12. Ask my doctor for help to quit 13. Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop

smoking products14. Other (SPECIFY) : 15. No intentions99. (Don’t know)98. (Refused)










Now I just have a few simple questions about your use of TV, radio, magazines and the internet.D1 How often do you…

a. Watch English language commercial free-to-air television channels 9, 7, 10,or SBS (and their digital channels)?

#2531


b. Watch English language Pay TV channels?c. Listen to English language commercial radio stations?d. Listen to commercial or community radio from Australia in [INSERT

COMMUNITY LANGUAGE]?e. Read English language newspapers and magazines?f. Read newspapers and magazines from Australia in [INSERT COMMUNITY

LANGUAGE]?g. Use the Internet to search for information or to read articles or view video

clips in English?h. Use the Internet to search for information or to read articles or view video

clips in [INSERT COMMUNITY LANGUAGE]?

(RESPONSE FRAME) 1. Daily2. A few times a week3. A few times a month4. Once a month or less5. Never6. Refused

D2 Can you please tell me your three favourite English language TV programs and the channel and day of the week when they are on.

ASK IF D1(e or f) < 5

D3 And what are your three favourite English language or [INSERT COMMUNITY LANGUAGE] newspapers or magazines from Australia?

ASK IF D1(g or h) < 5

D4 And what are your three favourite English language or [INSERT COMMUNITY LANGUAGE] websites that are based in Australia?



D5 Broadly speaking, what is the gross annual income of your household before tax..?

(Gross = income from all sources (e.g. wages, salary, rent, dividends, government payments) for all people living in the household)

#2531


Read out







1. Some primary school2. Finished primary school3. Some secondary school4. Finished secondary school5. Some tertiary education (university, tafe or college)6. Finished tertiary education7. Higher degree or higher diploma (e.g. phd, masters, grad dip)99. (Can’t say)98. (Refused)

#2531


D9 And finally, have you been told by a doctor or nurse that you currently have any of the following health conditions: MUTIPLES ACCEPTEDREAD OUT

1. Arthritis2. Asthma3. Heart disease4. Have had, or at risk of, stroke5. Chronic kidney disease6. Cancer of any kind7. Mental Health problems such as Depression8. Type 2 Diabetes9. Oral Disease (e.g. Gum disease)10. Osteoporosis97. (DO NOT READ OUT) None of these99. (DO NOT READ OUT) Can’t say

D10 INTERVIEWER TO RECORD (do not read out) HOW INTERVIEW WAS CONDUCTED

1. Completely (or almost completely) in English2. Completely (or almost completely) in another (non-English) language3. In a mixture of English and another language


The Department of Health and Ageing 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 when all interviewing is completed.







#2531


www.quitnow.info.au

Quitline: 13 7848

#2531


Recent quitters


RECENT QUITTERSFINAL

Interview Number:

QUITTING STATUS & EXPERIENCE – RECENT QUITTERS



1. Record days (ALLOWABLE RANGE:1 TO 356) : 2. Record weeks (ALLOWABLE RANGE:1 TO 52) : 3. Record months (ALLOWABLE RANGE: 1 TO 12) : 98. Refused99. Can’t say

Q2 Is it likely or unlikely that you’ll be able to continue not smoking?

(ENCOURAGE BEST GUESS)


Q3 What, if anything, specifically prompted you to quit smoking?



Family & Friends9. I became pregnant10. I am planning to become pregnant11. My partner became pregnant

#2531


12. Children in the house/ children's health/ role model for children/ children encouraged me to quit

13. Family/ partner/ parents14. Friends/ colleagues15. Family history of illness (e.g. throat cancer)16. Know someone who is ill/ has died from smoking related illness17. Public perception



Advertising & Promotions23. Health warnings on packs or new ‘plain packaging’24. Health warning advertisements/ anti-smoking advertisements/health


Others28. Just stopped/ spur of the moment29. Just wanted to30. Availability of cheaper NRT (Nicotine Replacement Therapy (patches, gum,

inhaler, lozenges)96. Other (SPECIFY) : 97. No particular reason98. Can't say

QUITTING ATTEMPTS & EXPERIENCE – RECENT QUITTERSQ4 Which, if any, of the following have you ever done to help you quit smoking?


Quitting Aids1. Used Nicotine Replacement Therapy (patches, gum, inhaler, lozenges etc) 2. Used Zyban3. Used Champix4. Used a smartphone app5. E-cigarettes


Medical Services)8. Asked a pharmacist/ other health professional for advice on quitting 9. Taken part in Quit smoking programs (individual or group)10. Used an online/ internet support tool such as an online Quitcoach11. Visited the Quitnow website

#2531


No quitting aids or advice12. Gave up on my own13. Reduced the amount of cigarettes I smoke/ cut down


SMOKING & HEALTHQ5 Now I'd like to ask you about smoking, your life and your health. How much, if at all, has smoking affected your life? Would you say it has….

READ OUT

1. Improved your life greatly2. Improved your life3. Neither improved nor lowered your quality of life4. Lowered your quality of life5. Lowered your quality of life greatly98. (DO NOT READ OUT) Refused99. (DO NOT READ OUT) Don't know

Q6 How much, if at all, has smoking damaged your health? Would you say….READ OUT



READ OUT


Q8 What do you think is the likelihood of you becoming ill from your past smoking? Would you say…

READ OUT

1. Not at all likely

#2531


2. Not very likely3. 50/ 504. Very likely5. Certain99. (DO NOT READ OUT) Can't say

Q9 How worried are you, if at all, that your past smoking WILL damage your health in the future?

Would you say you are…READ OUT



Q10 I will now read out some statements about smoking and quitting. How much do you agree or disagree that …

Do you Strongly Agree (SA), Agree (A), Neither agree nor disagree (N), Disagree (D) or Strongly disagree (SD) that...

INTERVIEWER – circle SA, A, N, D or SD after each statement

(STATEMENTS)a. Smoking is widely disapproved of in Australia/People generally do not

approve of smoking in Australiab. The rewards of smoking outweigh the negativesc. Quitting smoking is easyd. It’s never too late to quit smokinge. It’s possible to quit smoking and remain a non-smokerf. Quitting will reduce your risk of sickness caused by smokingg. There are many benefits to quitting smokingh. There are negative health impacts of smoking before and during pregnancy

and around childreni. There are many benefits to quitting smoking before and during pregnancy

and following birthj. Passive smoking affects pregnant women and their unborn childrenk. Quitting at any time during pregnancy decreases the risk of harm to the

unborn childl. Quitting smoking improves oxygen flow around your body and to your baby

#2531


m. You should not quit smoking when pregnant as the baby will suffer withdrawals

n. There are support and tools available to help smokers quit

(RESPONSE FRAME) 1. Strongly agree2. Agree3. Neither agree nor disagree4. Disagree5. Strongly disagree

AWARENESS OF BENEFITS OF QUITTING SMOKING - UNPROMPTEDQ11 In your opinion, what, if any, are the benefits to you of quitting smoking?


1. Decreased risk of premature death/ less likely to die2. Decreased risk of cancer3. Decreased risk of stroke4. Decreased risk of heart disease5. Decreased risk of other diseases/ illness/ getting sick 6. Improved smell and taste7. Improved lung function/ breathing8. Improved blood flow to the skin9. Improved fitness/ general health10. Save money/ more money11. Kids/ family would like it12. Not being a bad role model to others in the family or community13. Stopping others from being exposed to cigarette smoke (passive smoking)14. Easier when going out15. Public perception16. Not smelling like smoke/ cigarettes17. Fewer complications during pregnancy (general)18. Decreased risk of miscarriage19. Decreased risk of premature labour/birth20. Decreased risk of ectopic pregnancy21. Better for baby/ Healthier baby (general)22. Decreased risk of SIDS (Sudden Infant Death Syndrome)23. Decreased risk of baby with low birth weight24. Decreased risk of baby getting infection25. Decreased risk of baby having breathing difficulties26. Decreased risk of baby developing cleft lip/ cleft palate27. Decreased risk of baby having asthma/ impaired lung function later in life28. Other benefit (SPECIFY) : 29. No benefits99. Don’t know98. Refused

#2531


Q12 How much do you think you would benefit financially if you were to continue not to smoke?

READ OUT


Q13 How much do you think your health would benefit if you were to continue not to smoke?

READ OUT





INTERVIEWER – circle Yes, No or DK after each statement

(STATEMENTS)a. Heart disease/ Heart attack?b. Lung cancer?c. Trouble breathing?d. Increased risk of stroke?e. Illness and death in non-smokers?f. Increased risk of harm to baby if pregnant?


EXPOSURE TO PREGNANCY

(ASK ALL FEMALE RESPONDENTS)

#2531


Q15 Have you ever been pregnant?IF YES – PROBE FOR THE FOLLOWING 3 OPTIONS

1. Yes – currently pregnant2. Yes – previously pregnant3. No99. (DO NOT READ OUT) Don't know98. (DO NOT READ OUT) Refused


your unborn baby? Would you say…

READ OUT


(ASK ALL FEMALE RESPONDENTS APART FROM THOSE WHO ARE CURRENTLY PREGNANT)Q16 Which of these statements best describe how you feel about getting pregnant in

the next 2 years?


(ASK ALL APART FROM THOSE WHO ARE CURRENTLY PREGNANT)

Q17 Could you please tell me, are you a family member or friend of a pregnant woman?


(ASK ALL WHO ARE THE FRIEND OR FAMILY MEMBER OF SOMEONE WHO IS PREGNANT – Code 1 at Q17)Q18 And how worried are you, if at all, that your smoking will affect the health of your

friend/family member's baby?

#2531



READ OUT



Unprompted Recall

The next few questions are about advertising.

(ASK ALL)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?


(ASK THOSE WHO RECALL SMOKING ADVERTISING)AD2 i. Can you please describe the first ad that comes to mind? And what was the ad

trying to say?

1. Record Response:


2. Record Response:3. Don’t know99. Refused

(ASK ALL)AD2a In the past 4 months, do you recall seeing any television advertising relating to



#2531


CALD Campaign – Prompted Recall

INTERVIEWER - ROTATE MALE AND FEMALE ‘HEALTH BENEFITS’ ADS ACROSS RESPONDENTS

(ASK ALL)AD3 I am now going to show you a recent print ad and I would like to know if you have

seen it.

(SHOW MALE OR FEMALE ‘HEALTH BENEFITS’ AD)


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. No (GO TO AD7)99. Don’t know (GO TO AD7)98. Refused (GO TO AD7)

(ASK ALL)AD7 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. (IF RECORDING DOES NOT PLAY BACK PROPERLY, DESCRIBE RADIO AD: The ad starts out with a voice saying “The day you stop smoking, your body starts to repair itself”. The voice then talks about different ways the body repairs itself in five days, three months and one year after you stop smoking. At the end of the ad it says “Every cigarette you don’t smoke is better for you. Stop smoking today.”



AD9 Other material has also been produced with the same imagery and translated messages on it – such as pamphlets and money boxes – and handed out at festivals and community events in the last year. Have you seen any of this material?

1. Yes (SPECIFY LOCATION) : 2. No99. Don’t know98. Refused

(ASK ALL)

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AD10 Now I am going to show you another recent print ad and I would like to know if you have seen it.

(SHOW ‘FAMILY’ AD)



IF RESPONDENT IS ARABIC OR PACIFIC ISLANDER GO TO AD21

OTHERWISE CONTINUE TO AD14

AD14 And how about this print ad?

(SHOW ‘MONEY’ AD)



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Pregnancy Campaign – Prompted Recall


(SHOW KEY IMAGES FROM ‘QUIT FOR YOU QUIT FOR TWO’ TV AD)Have you seen this ad?


AD21b Where did you see this ad? Did you see it?


(RESPONSE FRAME) 1. Yes2. No99. (DO NOT READ OUT) Don’t know






be11. Every cigarette you don’t smoke is doing you good12. Smoking is dangerous/ bad13. Quit for You. Quit for Two.14. Quit smoking15. Quit smoking and give your baby a healthy start16. Call the Quitline17. Download the free phone app to help you quit

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18. Visit the Quitnow website19. Support is available20. Smoking when pregnant is dangerous21. When you quit smoking you get the toxins out of your body22. Quitting benefits you and your baby23. Other (SPECIFY) :

AD23 Thinking about this ad, how much do you agree or disagree it …







AD25 Okay, I’m now going to play you a radio ad and would like to know if you have heard it. (IF RECORDING DOES NOT PLAY BACK PROPERLY, DESCRIBE AD: The ad starts with

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women describing some food cravings that they’ve had during pregnancy. Another woman then states while some cravings during pregnancy are okay to give into, it is worth fighting cravings for cigarettes. This woman goes onto list some of the benefits of quitting smoking, including getting toxins out of your system, and reduced risk of miscarriage and other serious health problems for your baby. Listeners are prompted to Quit for You Quit for Two. Assistance is offered via Quitline and a free smartphone app.


3. Yes4. No 99. Don’t know 98. Refused

(ASK IF HEARD RADIO AD)AD25a Thinking about the radio ad, what would you say were the MAIN things this ad






(ASK IF HEARD RADIO AD)AD25b Thinking about this radio ad, how much do you agree or disagree it …


(STATEMENTS)a. ...was easy to understandb. ...taught me something new

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c. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me


AD26 I am now going to show you a recent print ad and I would like to know if you have seen it.

Have you seen this print ad before today? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)

10. Yes – seen in magazine11. Yes – seen in mainstream or community newspaper12. Yes – seen online13. Yes – in shopping centre bathroom14. No 99. Don’t know 98. Refused

(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD26a We want to see what you remember about this ad from seeing it before, so putting





(SIDS)9. Quitting smoking can save you money

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10. When you feel the urge to smoke remember the 4 Ds (delay, deep breathe, do something else, drink water)

11. Smoking is dangerous/ bad12. Quit for You. Quit for Two13. Quit smoking14. Quit smoking and give your baby a healthy start15. It’s twice as important to get the help you need when pregnant, or planning to


(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)AD26b Now, taking the ad back out of the envelope and having another look at it, to what



(STATEMENTS)a. …was easy to understandb. ..taught me something newc. ...makes me stop and thinkd. ...is believablee. ...makes me feel uncomfortablef. ...relates to meg. ...makes me feel worried about my <past> smokingh. ...makes me more likely to <try to quit / want to stay quit>i. ...doesn’t affect me



Have you seen this app before today? (IF YES, PROBE WHERE/ WHETHER DOWNLOADED) (MULTIPLES ACCEPTED)

20. Yes – I downloaded it21. Yes – I saw it on someone else’s phone (GO TO AD35)

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22. Yes in an ad (GO TO AD35)23. No (GO TO AD35)99. Don’t know (GO TO AD35)98. Refused (GO TO AD35)

(ASK IF DOWNLOADED PHONE APP; I.E. AD27=1)AD28 How useful did you find the Quit for You Quit for Two phone app? Was it…?










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(STATEMENTS)a. There are many short and long term health benefits to quitting smokingb. Your smoking affects your unborn babyc. You should quit smoking for your babyd. Every cigarette you don’t smoke, is doing you goode. Every cigarette you smoke is damaging your unborn childf. Call the Quitline

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g. Download the Quit for You Quit for Two apph. When you choose to quit smoking there is support availablei. Use the 4D’s to help with cravings (delay, deep breathe, do something else and

drink water)j. It’s twice as important to get the help you need when pregnant, or planning to

be


Direct influence of the campaign

(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT OF THE NATIONAL TOBACCO CAMPAIGN)AD37 What, if anything, have you done as a result of seeing these ads?


1. Considered quitting2. Downloaded the Quit for You Quit for Two app3. Downloaded another smartphone app for quitting4. Discussed smoking and health with my partner/ friend/ family5. Changed the type of cigarettes I smoke6. Cut down the amount I smoke7. Stopped/ quit smoking8. Rang the Quitline9. Read "how to quit" literature10. Accessed Quit information from a website11. Visited the Quitnow website12. Asked my doctor for help to quit13. Began taking Nicotine replacement therapy (NRT), or other pharmaceutical

stop smoking product14. Set a date to give up smoking15. Asked my pharmacist/other health professional for advice on quitting16. Other (SPECIFY)17. Done nothing99. (Don’t know)98. (Refused)


AD38 What, if anything, will you do in the next month in response to seeing these ads? MULTIPLES ACCEPTED. DO NOT READ OUT.

1. Consider quitting

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2. Download the Quit for You Quit for Two app3. Download other quitting apps4. Discuss smoking and health with my partner/ friend/ family5. Change the type of cigarettes I smoke6. Reduce the quantity of cigarettes I smoke7. Stop/ quit smoking8. Ring the Quitline9. Read "how to quit" literature10. Visited the Quitnow website11. Access Quit information from a website12. Ask my doctor for help to quit13. Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop

smoking products14. Other (SPECIFY)15. No intentions99. (Don’t know)98. (Refused)








1. Smoke anywhere inside the house2. Smoke inside the house, but only in certain rooms, or3. Smoke outside only4. (DO NOT READ OUT) Smoking not allowed inside or outside99. (DO NOT READ OUT) Don’t know 98. (DO NOT READ OUT) Refused

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Now I just have a few simple questions about your use of TV, radio, magazines and the internet.

D1 How often do you…a. Watch English language commercial free-to-air television channels 9, 7, 10,or

SBS (and their digital channels)?b. Watch English language Pay TV channels?c. Listen to English language commercial radio stations?d. Listen to commercial or community radio from Australia in [INSERT

COMMUNITY LANGUAGE]?e. Read English language newspapers and magazines?f. Read newspapers and magazines from Australia in [INSERT COMMUNITY

LANGUAGE]?g. Use the Internet to search for information or to read articles or view video

clips in English?h. Use the Internet to search for information or to read articles or view video

clips in [INSERT COMMUNITY LANGUAGE]?

(RESPONSE FRAME) 1. Daily2. A few times a week3. A few times a month4. Once a month or less5. Never6. Refused

D2 Can you please tell me your three favourite English language TV programs and the channel and day of the week when they are on.

ASK IF D1(e or f) < 5

D3 And what are your three favourite English language or [INSERT COMMUNITY LANGUAGE] newspapers or magazines from Australia?

ASK IF D1(g or h) < 5

D4 And what are your three favourite English language or [INSERT COMMUNITY LANGUAGE] websites that are based in Australia?


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D5 Broadly speaking, what is the gross annual income of your household before tax..? (Gross means income from all sources (e.g. wages, salary, rent, dividends, government payments) for all people living in the household)

Read out







1. Some primary school2. Finished primary school3. Some secondary school

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4. Finished secondary school5. Some tertiary education (university, tafe or college)6. Finished tertiary education7. Higher degree or higher diploma (eg phd, masters, grad dip)99. (Can’t say)98. (Refused)

D9 And finally, have you been told by a doctor or nurse that you currently have any of the following health conditions: MUTIPLES ACCEPTED

READ OUT 1. Arthritis2. Asthma3. Heart disease4. Have had, or at risk of, stroke5. Chronic kidney disease6. Cancer of any kind7. Mental Health problems such as Depression8. Type 2 Diabetes9. Oral Disease (e.g. Gum disease)10. Osteoporosis97. (DO NOT READ OUT) None of these 99. (DO NOT READ OUT) Can’t say

D10 INTERVIEWER TO RECORD (do not read out) HOW INTERVIEW WAS CONDUCTED

1. Completely (or almost completely) in English2. Completely (or almost completely) in another (non-English) language3. In a mixture of English and another language


The Department of Health and Ageing 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 when all interviewing is completed.




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www.quitnow.info.au

Quitline 13 7848

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