Some limitations should be taken into consideration. Prev Med Rep. 2019;15:100944. Funding anti-smoking advertising at the levels required to effectively prompt and maintain smoking cessation remains a high priority considering the extensive social and economic costs of smoking. This ad begins with a repetitive whistling and whooshing sound. Which disease elicited two common responses. Oxford University Press is a department of the University of Oxford. Available from: 19. This questionnaire measured the extent to which participants felt the ad (i) was ‘easy to understand’ (Understand) and (ii) ‘believable’; (iii) ‘taught them something new’ (New information); (iv) made them ‘stop and think’; (v) made them feel ‘Uncomfortable’; (vi) made them feel ‘more concerned about their smoking’ (Concerned) and (vii) ‘more likely try to quit’ (Motivated); (viii) was ‘relevant’ to them; (ix) ‘provided good reasons to quit smoking’ (Good reasons); (x) whether they thought that it was ‘an effective anti-smoking ad’ (Effective) and (xi) whether they would be ‘likely to talk to someone else about the ad’ (Discuss). Even if you only smoke low tar cigarettes, chances are, you have emphysema in its early stages. However, with limited Indigenous-specific messages available and given the finite resources of most public health campaigns, exposure to mainstream strong graphic and emotive first-person narratives about the health effects of smoking are also likely to be highly effective with Indigenous smokers. Note: n = 293. Significance testing of the highest and then lowest rated ad on each measure compared with all other ads (using the highest rated ad and then the lowest rated ad as the reference category) was conducted using multivariate logistic regression analyses with robust standard errors for both groups. The intervention included a 10 minute play, a poster campaign, a media campaign and a series of purpose-designed leaflets. Table 2. I will have to do this for the rest of my life’. Dono J, Bowden J, Kim S, Miller C. Taking the pressure off the spring: the case of rebounding smoking rates when antitobacco campaigns ceased. Some platforms provide media buyers (those who are buying advertising space) with the option of using skippable and non-skippable advertising spots. Targeting media channels popular with lower socio-economic status (SES) smokers can efficiently achieve wide population exposure as well as effectively reaching population groups with higher smoking prevalence. An exploratory Canadian study found that media advertising was the second most common way. It is not only the imagery that elicits discomfort. The Australian Government is committed to addressing the high smoking prevalence in this priority population [6], but there is limited evidence to guide funding decisions. Table 1. Percentages are adjusted for ad order, location, age, gender, parental status, highest level of educational attainment, average number of cigarettes smoked each day, quitting intentions, previous quit attempts, all ads and individual-level clustering. This ad was described as targeting everyone because it did not use a specific person. What makes an effective antismoking campaign – insights from the trenches, Maximising campaign effectiveness in a new media environment, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence, www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4364.0.55.001~2017-18~Main%20Features~Smoking~85, ndri.curtin.edu.au/NDRI/media/documents/publications/T273.pdf, www.gatecrasher.com.au/Agency-Work/Make-Smoking-History-Communications-Awareness-Campaign, www.foodstandards.gov.au/code/proposals/Documents/SD2%20Roy%20Morgan%20Alcohol%20Labelling%20Survey%20Report%20-%20Approval.pdf, www.abc.net.au/news/2019-08-17/anti-smoking-crusaders-criticise-government-plan-to-cut-smoking/11423438, www.cdc.gov/tobacco/stateandcommunity/best_practices/pdfs/2014/comprehensive.pdf, Aboriginal and Torres Strait Islander health, Culturally and linguistically diverse communities, Mass media advertising campaigns are an integral component of a comprehensive approach to tobacco control, There is clear evidence about the type of messaging that prompts quit attempts among smokers, however changing media habits and the changing profile of the smoking population presents new challenges, A collaborative approach supported by sufficient levels of funding is necessary to produce effective antismoking campaigns to target today’s smokers, The specific media channels people consume, How often people are consuming these media channels. Some platforms provide media buyers (those who are buying advertising space) with the option of using skippable and non-skippable advertising spots. Tob Control. An end tag with the words: ‘Quitline 137848’ and ‘quit.org.au’, appear on the screen across the image of Ronaldo as Ronaldo mouths ‘Thank you’ to the doctor. People aged ≥18 years who smoke factory-made cigarettes, by socio-economic quintile, Hard-hitting and emotional campaigns, particularly testimonials, have been found to be effective in prompting quit attempts among Aboriginal and Torres Strait Islander people and people from lower SES groups who smoke.6,19 In terms of advertisement placement, people with mental health issues have high levels of internet and television consumption, and people experiencing homelessness can also be reached effectively online.20,21, Finally, there has also been a reduction in the frequency of exposure to antismoking mass media advertising in recent years due to reduced government investment.1 Sustained investment in high intensity antismoking mass media campaigns is crucial to maintaining an effective, comprehensive approach to tobacco control.4 For instance, smoking prevalence rose in South Australia when funding for the state-wide mass media campaign temporarily ceased.22 It is of concern that there has been no population-wide, national antismoking advertising campaign since 2012, although the Australian Government has recently committed to a degree of reinvestment.23 Best practice would indicate that a national quit campaign using an integrated mix of traditional and digital media channels and adopting targeted media buying techniques should be conducted with an adequate media buy (i.e. Participants were excluded at recruitment if they: did not smoke at least five cigarettes per day; worked in marketing, health promotion or the tobacco industry; could not read or write in English or had participated in market research in the past 6 months or research involving anti-smoking advertising in the past 18 months. 2020;30(3):e3032021. 26. An almost equal number believe that ‘Campaigns should use logic, rather than being preachy’ (25%), and that fear works best with ‘pictures of diseased lungs etc.’ being effective (23%). All multivariate analyses controlled for ad order, location (metro or rural), gender, age, parental status, highest level of educational attainment, average number of cigarettes smoked daily, quitting intentions, previous quit attempts and all 10 ads. The camera pans down the patient’s body and the surgeon says: ‘Every time you inhale tobacco smoke, toxic chemicals go into your bloodstream and travel to every part of your body. However McVey, D. and J. Stapleton studied the effectiveness of anti smoking television campaign with a controlled trial in England, and find out that UK anti smoking advertisement has a significant negative effect on smoking prevalence through motivating current smokers to quit and preventing former smokers from relapsing [7]. Dunlop SM, Cotter T, Perez D. When your smoking is not just about you: antismoking advertising, interpersonal pressure, and quitting outcomes. Significant difference between groups *P < 0.01; **P < 0.001. The camera focuses first upon the surgeon and then his unconscious patient; a Caucasian male around 40 years old. Appendix C – socio-economic quintiles. Frequency tables of the ads most often selected as most likely to motivate quitting were produced and differences in group ratings on this item were examined using chi-square analyses. Another strategy to continue to generate discomfort about smoking may be the use of more non-skippable advertisements where possible to increase the likelihood of securing a captive audience. CVD 27. 15. Harold S. Stewart, Jacqueline A. Bowden, Megan C. Bayly, Greg R. Sharplin, Sarah J. Durkin, Caroline L. Miller, Sharon E. Givans, Charles D. Warne, Melanie A. Wakefield, Potential effectiveness of specific anti-smoking mass media advertisements among Australian Indigenous smokers, Health Education Research, Volume 26, Issue 6, December 2011, Pages 961–975, https://doi.org/10.1093/her/cyr065. It is likely that a well-produced strong emotion ad featuring Indigenous people would perform at least as well as, if not better than, the mainstream ads among Indigenous smokers. Generally, this ad made parents think about the effects of their smoking on their children: ‘It leaves me feeling concerned about my own smoking and the people I’d leave behind’. Some participants felt that Anthony was speaking directly to them: ‘I like how at the end he looks back at the camera. 20. Canberra: ABC News; Aug 2019 [cited 2020 Aug 10]. Every time’. The challenge is to understand the strengths and weaknesses of each platform and use them effectively to maximise reach and frequency of campaign exposure. It was regarded as bland and lacking urgency. Ronaldo—Otolaryngologist: Strong graphic and narrative health effects, Source: New York City Department of Health and Mental Hygiene, http://www.geovisiononline.com/socialmarketing/antismoking/ronaldo. Effect of hypothyrodism's medication (T4) on implant osstointegration: A case series and literature search. Available from: 11. Participants across all the groups described Ronaldo as disturbing, sad, confronting or powerful: ‘Shocking, good and powerful. Take a look at what has happened over the past decade. A male voiceover says: ‘You can’t choose which disease you’ll actually get, but it you continue smoking, you’ll almost certainly get one of them’. In Australia, there has been a strong tendency to air these types of highly emotionally evocative graphic and narrative style messages highlighting the health effects of smoking. Family time: Narrative of positives of quitting, http://www.quit.org.nz/file/vids/TQG_VideoDiaries_RoseanneAndIeremia_07_FamilyTime.mpg. This approach has not been tried in India, and is supported by 32% of the people. Methods: We present a commentary on the established creative and media strategies proven to be effective in prompting quit attempts among smokers, discuss new challenges facing anti-smoking campaign managers today and propose considerations for the future. Trends in smoking prevalence between 1980 and 2001, Impact of tobacco control policies and mass media campaigns on monthly adult smoking prevalence, Tobacco Smoking—Aboriginal and Torres Strait Islander people: a snapshot. The surgeon then draws a black line just below the knee indicating where an amputation is going to take place, saying: ‘I want you to think about what’s happening here every time you look at your cigarette pack. A young man at the checkout asks the woman: ‘Do you want heart disease or lung cancer?’, while holding up two packs of cigarettes. 3238.0. Analyses adjusted for ad order, location, age, gender, parental status, highest level of educational attainment, number of cigarettes smoked each day, quitting intentions and previous quit attempts. Facebook, for example, places restrictions on advertisements containing excessive visible skin, close-up images of some body parts and administrators can ban advertising if it is deemed to contain scary or disturbing scenes of any nature.15. I am always afraid of bad news. The ad opens in an operating theatre where staff are gowned for surgery. Although the simulation ad (Bubblewrap) was rated lower relative to other ads, the results were consistent with previous Australian research, in that there was no difference in ratings between Indigenous and non-Indigenous participants for this ad [20]. In 2009, the estimated Indigenous population in Australia was approximately 550 000, constituting 2.5% of the Australian population. Experimental research also supports the hypothesis that advertisements that evoke high arousal will receive greater viewer attention and will be remembered more readily [25]. However, it remains critical that campaigns are developed and implemented with best practice principles and funded sufficiently to achieve effective reach and engagement with people who smoke. 6. The lungs. This procedure was repeated for the remaining nine ads. Indigenous smokers also reported being more likely to discuss Billy, Amputation and Family time compared with non-Indigenous smokers. Available from authors. Feedback regarding the strong graphic advertisement Amputation has some important implications for practice. Assessing audience members’ ability to identify the media source of a health campaign disseminated via different media. No. The wheezing sound was attention grabbing across a range of the groups with some commenting that they also made the same sound when breathing: ‘Very relatable, makes you feel like quitting’. Indonesia’s anti-smoking campaign still focuses on the severe harm that smoking causes. … 17. Melbourne: Roy Morgan; 2020 [cited 2020 Mar]. The ads ‘Which disease and Family time’ received the lowest ratings overall, and these ads were consistently rated significantly lower than the top performing ads (i.e. Cancer Council Western Australia. These visually graphic advertisements typically adopt an ominous, threatening voice-over, heavy soundtrack and a dark and gloomy atmosphere. All groups referred to Anthony as sad. A total of 143 Indigenous and a comparison group of 156 non-Indigenous smokers from South Australia were shown 10 anti-smoking advertisements representing a range of advertisements typically aired in Australia. Besides, the findings also showed that the Internet was the most effective medium to promote anti-smoking advertisements. Slowly a lung cancer radiograph fills the screen. Also, further research may explore why Indigenous smokers reported that they would be more likely to discuss these ads than non-Indigenous smokers, especially in light of growing evidence that health message prompted conversations can affect important campaign outcomes in both positive [30–32] and negative ways [33]. It is possible that other examples of Indigenous-targeted ads may have been rated higher. Analysis of key themes was then undertaken and a brief summary of the results is presented. One focus group study indicated that awareness of a widely broadcast national mainstream campaign was high and that it affected knowledge of the health effects of smoking among Indigenous people [18]. Data collection was undertaken in August to September 2010. 17 consistent answers, The contribution of antismoking advertising to quitting: intra- and interpersonal processes, Evaluation of an anti-smoking mass media campaign targeting adolescents: the role of affective responses and interpersonal communication, Interpersonal discussions about anti-smoking campaigns: why smokers talk and why it matters, The social diffusion of influence among adolescents: group interaction in a chat room environment about anti-drug advertisements, © The Author 2011. The authors would like to thank Michael Murphy from the Social Research Centre for preparation and management of the reference groups and Scott Wilson and Byron Wright from the Aboriginal Drug and Alcohol Council for their assistance with the groups and recruitment. On average, Indigenous people rated the mainstream advertisements higher than non-Indigenous people and were more likely to report that they provided new information. Principal component analysis was performed using the 11 ad rating items averaged across the 10 ads. In addition, only one Indigenous-targeted advertisement was available at the time of this research and it was of relatively poor quality compared with the other advertisements tested. Available from: 12. 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