Paul Schofield Research and Information Officer, Public Health Agency, Northern Ireland
Abstract
NICE Guidance suggests that tobacco control national communication campaigns should focus on ‘why to’ and ‘how to’ quit messages that are non-judgemental, empathetic and respectful.
This guidance was used to inform a new public information campaign incorporating a two strand ‘why’ / ‘how’ approach. The primary target audience was smokers aged 20-49 years old and dependent, long-term smokers; the secondary audience included smokers’ family members.
A general population survey (n=1,512) to evaluate campaign impact found that overall campaign exposure was significantly higher for target audience age groups in comparison to other age groups. The ‘why’ campaign strand was effective in initiating self-reported reduction in cigarettes smoked or quit attempt in nearly one third (32.2%) of the primary target audience age group. Significantly higher awareness of services or products to assist with quitting smoking was observed from respondents who had been exposed to the ‘how’ campaign. Furthermore, uptake of Smoking Cessation Services increased by 39.6% in 2011 compared to the equivalent period in 2010 which had no campaign activity.
The findings provide evidence for the effectiveness of NICE guidance on approaches to tobacco control communication campaigns in eliciting positive behaviour change in smokers and in the promotion of Smoking Cessation Services.
Source of funding: Internally funded through HSC Public Health Agency Northern Ireland budget, as part of core service campaign evaluation activity.
