Commercial-in-Confidence
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
Commercial-in-Confidence
Contents
I.
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
Aboriginal and Torres Strait Islander audience ..................................................... 13
Culturally and linguistically diverse (CALD) audience ............................................ 14
E.
Indirect measures of campaign impact – Behaviour, experiences and beliefs ..... 15
Mainstream (‘women at risk’) audience ............................................................... 15
Aboriginal and Torres Strait Islander audience ..................................................... 15
Culturally and linguistically diverse (CALD) audience ............................................ 15
I.
F. Conclusions ............................................................................................................ 16
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
3
Weighting and analysis .......................................................................................... 25
Presentation of results .......................................................................................... 26
Quality assurance .................................................................................................. 26
M AINSTREAM (W OMEN ‘ AT RISK ’) A UDIENCE C OMPONENT ................................................. 27
II. Demographic and behavioural profile of respondents ........................................... 28
III. Campaign awareness and direct measures of campaign impact ............................. 30
A. Recall of campaign advertisements ....................................................................... 30
B. Key message take-out ............................................................................................ 34
C. Opinions of campaign advertising ......................................................................... 38
D. Direct measures of campaign impact .................................................................... 41
IV. Indirect measures of campaign impact – Attitudes and awareness ........................ 43
A. Attitudes towards smoking and quitting ............................................................... 43
Motivation/ confidence towards quitting ............................................................. 43
Other attitudes towards smoking and quitting ..................................................... 45
B. Awareness of benefits of quitting ......................................................................... 48
Unprompted awareness of benefits of quitting .................................................... 48
Perceived level of financial and health benefits from not smoking ...................... 50
C. Awareness of health effects of smoking................................................................ 52
Prompted awareness of health effects of smoking during pregnancy ................. 52
V. Indirect measures of campaign impact – Behaviours, experiences and beliefs........ 54
A. Intention to quit smoking and intended timing of quit ......................................... 54
B. Smoking and health ............................................................................................... 56
VI. Media consumption and favourite media .............................................................. 59
A. Media consumption ............................................................................................... 59
B. Favourite TV programs .......................................................................................... 62
C. Favourite magazines .............................................................................................. 63
D. Favourite websites ................................................................................................. 64
E. Suggested placements for advertisements ........................................................... 65
VII. Conclusions .......................................................................................................... 66
VIII. Survey of partners and family members ................................................................ 68
A. Recall of campaign advertisements ....................................................................... 68
B. Direct measures of campaign impact .................................................................... 68
A BORIGINAL AND T ORRES S TRAIT I SLANDER A UDIENCE C OMPONENT .................................... 69
I.
Demographic and behavioural profile of respondents ........................................... 70
II. Campaign awareness and direct measures of campaign impact ............................. 72
A. Recall of campaign advertisements ....................................................................... 73
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B. Key message take-out ............................................................................................ 81
C. Opinions of campaign advertising ......................................................................... 85
D. Direct measures of campaign impact .................................................................... 88
III. Indirect measures of campaign impact – Attitudes and awareness ........................ 92
A. Attitudes towards smoking and quitting ............................................................... 92
Motivation/ confidence towards quitting ............................................................. 92
Other attitudes towards smoking and quitting ..................................................... 94
B. Awareness of benefits of quitting smoking ........................................................... 96
Perceived level of financial and health benefits from not smoking ...................... 97
C. Awareness of health effects of smoking................................................................ 99
Prompted awareness of health effects of smoking ............................................... 99
IV. Indirect measures of campaign impact – Behaviours, experiences and beliefs...... 100
A. Intention to quit smoking and intended timing of quit attempt ......................... 100
B. Smoking and health ............................................................................................. 102
V. Media consumption and favourite media ............................................................ 106
A. Media consumption ............................................................................................. 106
B. Favourite TV programs ........................................................................................ 110
C. Favourite websites ............................................................................................... 111
D. Favourite magazines ............................................................................................ 112
E. Suggested placements for advertisements ......................................................... 113
VI. Conclusions ........................................................................................................ 114
C ULTURALLY AND L INGUISTICALLY D IVERSE A UDIENCES C OMPONENT .................................. 115
II. Demographic and behavioural profile of respondents ......................................... 116
III. Campaign awareness and direct measures of campaign impact ........................... 118
A. Recall of campaign advertisements ..................................................................... 119
B. Key message take-out .......................................................................................... 125
C. Opinions of campaign advertisements ................................................................ 129
D. Direct measures of campaign impact .................................................................. 132
IV. Indirect measures of campaign impact – Attitudes and awareness ...................... 134
A. Attitudes toward smoking and quitting............................................................... 134
Motivation/ confidence to quitting ..................................................................... 135
Other attitudes towards smoking and quitting ................................................... 137
B. Awareness of benefits of quitting ....................................................................... 141
Unprompted awareness of benefits of quitting .................................................. 141
Perceived level of financial and health benefits from not smoking .................... 142
C. Awareness of health effects of smoking.............................................................. 143
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Prompted awareness of health effects of smoking ............................................. 143
V. Indirect measures of campaign impact – Behaviours and experiences ................. 145
A. Intention to quit smoking and intended timing of quit attempt ......................... 145
B. Smoking and health ............................................................................................. 148
VII. Media consumption and favourite media ............................................................ 152
A. Media consumption ............................................................................................. 152
B. Favourite TV programs ........................................................................................ 156
C. Favourite newspapers/ magazines ...................................................................... 157
D. Favourite websites ............................................................................................... 158
E. Suggested placements for advertisements ......................................................... 159
VI. Conclusions ........................................................................................................ 160
A PPENDICES ................................................................................................................ 162
Appendix A – CALD campaign awareness ................................................................... 163
Recall of campaign advertisements ............................................................................ 163
Appendix B – Campaign materials .............................................................................. 167
Quit for You Quit for Two campaign ........................................................................... 167
Creative materials: Television.............................................................................. 167
Creative materials: Print ...................................................................................... 168
Creative materials: Radio..................................................................................... 169
Creative materials: Smartphone app ................................................................... 170
CALD campaign ........................................................................................................... 170
Creative materials: Print ...................................................................................... 170
Creative material: Radio ...................................................................................... 172
Appendix C – Phase 3 Burst 1 evaluation research findings – executive summaries .... 173
I.
Executive summary – mainstream (women ‘at risk’) audience ............................. 173
A. Background .......................................................................................................... 173
B. Methodology ....................................................................................................... 174
C. Campaign awareness and direct measures of campaign impact ........................ 174
D. Indirect measures of campaign impact - Attitudes and awareness .................... 175
E.
Indirect measures of campaign impact – Behaviour, experiences and beliefs ... 177
F. Conclusions .......................................................................................................... 177
II. Executive summary – Aboriginal and Torres Strait Islander audience ................... 179
A. Background .......................................................................................................... 179
B. Methodology ....................................................................................................... 179
C. Campaign awareness and direct measures of campaign impact ........................ 180
D. Indirect measures of campaign impact - Attitudes and awareness .................... 180
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E.
Indirect measures of campaign impact – Behaviour, experiences and beliefs ... 182
F. Conclusions .......................................................................................................... 183
III. Executive summary – CALD audience .................................................................. 184
A. Background .......................................................................................................... 184
B. Methodology ....................................................................................................... 184
C. Campaign awareness and direct measures of campaign impact (CALD) ............ 185
D. Campaign awareness and direct measures of campaign impact (Quit for You Quit for
Two) ..................................................................................................................... 186
E.
Indirect measures of campaign impact – Attitudes and awareness ................... 187
F.
Indirect measures of campaign impact – Behaviours and experiences .............. 188
G. Conclusions .......................................................................................................... 189
Appendix D - Questionnaires ..................................................................................... 191
Mainstream (women ‘at risk’) component ................................................................. 191
Women ‘at risk’ of smoking while pregnant ....................................................... 191
Family members .................................................................................................. 221
Aboriginal and Torres Strait Islander audience component ....................................... 246
Screener ............................................................................................................... 246
Smokers ............................................................................................................... 251
Recent quitters .................................................................................................... 276
CALD audiences component ....................................................................................... 300
General Screener ................................................................................................. 300
Pacific Islander screener ...................................................................................... 307
Smokers ............................................................................................................... 313
Recent quitters .................................................................................................... 338
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I. Executive summary
A. Background
The 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
Mainstream (‘women at risk’) audience
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%).
Aboriginal and Torres Strait Islander audience
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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Culturally and linguistically diverse (CALD) audience
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
Mainstream (‘women at risk’) audience
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.
Aboriginal and Torres Strait Islander audience
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.
Culturally and linguistically diverse (CALD) audience
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. Conclusions
Overall, 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 nonmetropolitan 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
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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 background
The 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 objectives
The 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 nonmetropolitan 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 prescreened 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)
Smoker
Recent quitter
Overall (n=300)
(n=272; 91%)
(n=28; 9%)
Age
16-17 years old
18-24 years old
25-29 years old
30-34 years old
35-40 years old
Income
Less than $60,000
<1%
11%
28%
28%
32%
Nil
14%
25%
29%
32%
<1%
12%
28%
28%
32%
56%
49%
56%
$60,000 to less than $120,000
32%
23%
31%
$120,000 or more
Live in metro region
Speak a language other than
English at home
Has children living in same
household
Have existing health
conditions
Education
Secondary educated or less
At least some post-secondary
school education
Pregnancy status
Pregnant smoker
Pregnant recent quitter
Smoker may become
pregnant
12%
43%
28%
32%
13%
42%
9%
6%
9%
77%
68%
76%
61%
41%
59%
50%
62%
51%
50%
38%
49%
19%
-
56%
18%
5%
75%
-
68%
Quitter may become pregnant
-
34%
3%
Smoker smoked during recent
pregnancy
6%
-
5%
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Quitter smoked during recent
pregnancy
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-
10%
1%
30
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)
2013 Burst 1 Overall
(n=300)
2%
4%
5%
13%
General Smoking-related ads
90%
Premature Baby Ad
Smoking During Pregnancy Ad
7%
2013 Burst 2 Overall
(n=300)
2%
0%
1
Quit for you - Quit for Two
86%
11%
Health Benefits ads
20%
40%
60%
80%
100%
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)
2013 Burst 1 Overall (n=300)
41
2013 Burst 2 Overall (n=300)
59
58
0%
42
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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)
TV advertisement
Radio advertisement
Print advertisement
Phone app
Overall exposure
2013 Burst 1 Overall (n=300)
16
2013 Burst 2 Overall (n=300)
2013 Burst 1 Overall (n=300)
84
26
74
13
2013 Burst 2 Overall (n=300)
87
27
73
2013 Burst 1 Overall (n=300)
19
81
2013 Burst 2 Overall (n=300)
23
77
2013 Burst 1 Overall (n=300)
9
2013 Burst 2 Overall (n=300)
14
2013 Burst 1 Overall (n=300)
2013 Burst 2 Overall (n=300)
91
86
41
59
58
42
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Exposed
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Not exposed
32
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%
Television advertisement (n=300)
33%
16%
Radio advertisement (n=300)
35%
25%
22%
Print advertisement (n=300)
12%
15%
Phone App (n=300)
44%
Overall Exposure (n=300)
0%
10%
20%
30%
Metro (n=123)
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40%
50%
69%
60%
70%
80%
90% 100%
Non-metro (n=177)
33
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)
Total Radio
27%
Total TV
26%
TV and
Radio
6%
TV only
12%
Radio only
14%
TV, Radio
and Print
3%
TV and
Print
3%
Total App
14%
Radio and
Print
3%
Print only
11%
Total Print
23%
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None
44%
34
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%
Don't smoke when pregnant
29%
24%
24%
Support is available
Quit smoking
19%
20%
You should not smoke during or before pregnancy because it
affects the health of your baby
18%
19%
9%
Quit for You. Quit for Two
6%
Quit smoking and give your baby a healthy start
4%
Quitting benefits you and your baby
Call the Quitline
9%
20%
3%
Quitting smoking improves oxygen flow around your body
and to your baby
3%
0%
2013 Burst 1 Overall (n=49)
13%
5%
Download the free phone app to help you quit
16%
10%
20%
30%
40%
50%
60%
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
#2531
35
 ‘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%
Quit for You. Quit for Two
26%
10%
Quit smoking
24%
Don't smoke when pregnant
21%
21%
19%
Quit smoking and give your baby a healthy start
You should not smoke during or before pregnancy because it
affects the health of your baby
3%
10%
8%
9%
Download the free phone app to help you quit
Quitting smoking lowers the risk of miscarriage and/or other
serious health problems for your baby
3%
It's twice as important to get the help you need when
pregnant, or planning to be
9%
7%
When you quit smoking, you get the toxins out of your
system
3%
0%
#2531
25%
19%
It's worth fighting cravings for cigarettes when you're
pregnant
2013 Burst 1 Overall (n=38)
25%
5%
9%
6%
10%
15%
20%
25%
2013 Burst 2 Overall (n=77)
30%
36
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
(Base: Respondents exposed to the advertisement) (Multiple response)
36%
39%
Don't smoke when pregnant
18%
Quit smoking and give your baby a healthy start
19%
Quit smoking
6%
5%
When you feel the urge to smoke remember the 4 Ds
It's twice as important to get the help you need when
pregnant, or planning to be
4%
4%
If you smoke when pregnant toxic chemicals go into your
baby including some proven to cause cancer
3%
Smoking when pregnant increases the risk of miscarriage
2%
Smoking when pregnant increases the risk of premature
labour
2%
7%
4%
26%
25%
Other
0%
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25%
17%
21%
Quit for You. Quit for Two
2013 Burst 1 Overall (n=56)
28%
10%
20%
30%
40%
2013 Burst 2 Overall (n=67)
50%
37
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)
Your smoking affects your unborn baby
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
100
98
You should quit smoking for your baby
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
97
98
3
When you choose to quit smoking there is
support available
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
95
97
5
2
There are many short and long term health
benefits to quitting smoking
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
95
95
5
3
Every cigarette you smoke is damaging your
unborn child
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
96
93
4
4
Every cigarette you don't smoke, is doing you
good
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
92
93
7
5
Call the Quitline
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
94
91
6
7
It's twice as important to get the help you
need when pregnant, or planning to be
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
91
90
8
9
Download the Quit for You - Quit for Two app
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=170)
93
88
6
9
Use the 4 Ds to help with cravings
2013 Burst 1 Overall (n=120)
2013 Burst 2 Overall (n=171)
73
66
0%
Yes
#2531
2
No
20%
22
30
40%
60%
80%
Don't know
5
4
100%
38
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)
It was easy to understand
2013 Burst 1 Overall (n=49)
2013 Burst 2 Overall (n=77)
It is believable
2013 Burst 1 Overall (n=48)
2013 Burst 2 Overall (n=77)
34
24
It makes me stop and think
2013 Burst 1 Overall (n=49)
2013 Burst 2 Overall (n=77)
25
23
58
56
It makes me more likely to try to quit/
want to stay quit
2013 Burst 1 Overall (n=49)
2013 Burst 2 Overall (n=76)
26
30
50
41
It makes me feel worried about my
smoking/ past smoking
2013 Burst 1 Overall (n=49)
2013 Burst 2 Overall (n=77)
17
It relates to me
2013 Burst 1 Overall (n=49)
2013 Burst 2 Overall (n=77)
19
12
It makes me feel uncomfortable
2013 Burst 1 Overall (n=49)
2013 Burst 2 Overall (n=77)
14
7
It taught me something new
It doesn't affect me
36
38
4 42
2
55
3 52
7 5
64
31
2013 Burst 1 Overall (n=49) 2
2013 Burst 2 Overall (n=77) 10
54
61
4 11 2
6 14
5 12 6
11 16 2
41
6
13
49
52
46
22
26
32
29
5
4
13
21
46
21
17
2013 Burst 1 Overall (n=49) 2 13 10
2013 Burst 2 Overall (n=77) 4 21
11
42
35
50
48
4
3
35
40
7
18 4
19 2
10
14
2
8
25
17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Strongly agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
39
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)
It was easy to understand
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
It is believable
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
28
31
It makes me stop and think
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
31
30
It makes me more likely to try to quit/
want to stay quit
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
29
24
It makes me feel worried about my
smoking/ past smoking
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
21
20
It relates to me
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
20
14
It taught me something new
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
14
13
It makes me feel uncomfortable
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
5
It doesn't affect me
2013 Burst 1 Overall (n=38)
2013 Burst 2 Overall (n=77)
5 14 10
25
6
52
46
48
52
2
69
64
3
42
59
56
45
6 8
55
50
6
58
53
4
56
51
15
10
8
34
33
3
9
36
8 10 3
23
3 18 3
28
3
4
43
27
2 14
19 2
33
48
4
41
47
8
6
35
55
13
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Strongly agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
40
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)
It was easy to understand
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=66)
It is believable
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=66)
It makes me stop and think
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=67)
18
It makes me more likely to try to quit/
want to stay quit
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=67)
22
15
It makes me feel worried about my
smoking/ past smoking
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=67)
15
It relates to me
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=67)
23
14
It taught me something new
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=67)
8
It makes me feel uncomfortable
2013 Burst 1 Overall (n=56)
2013 Burst 2 Overall (n=67)
11
6
It doesn't affect me
49
51
36
63
42
48
24
82
42
70
38
45
55
10 14
10 16 2
57
29
40
14
13
50
51
43
21
2013 Burst 1 Overall (n=56) 2 9 9
2013 Burst 2 Overall (n=67) 2 22
10 8
7 12
63
30
32
33
8
11
9
9
40
28
41
40
7
43
53
6
43
12
16 2
21
16 3
3
3
8
2
37
53
12
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Strongly agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
41
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%
23%
Considered quitting
11%
11%
Cut down the amount smoked
Stopped/ quit smoking
3%
Downloaded another smartphone app for quitting
4%
4%
3%
Downloaded the Quit for You - Quit for Two app
Asked pharmacist/ other health professional for advice on
quitting
7%
2%
1%
2%
1%
1%
4%
1%
Asked doctor for help to quit
Began taking Nicotine Replacement Therapy or other
pharmaceutical stop smoking product
Discussed smoking and health with partner/ friend/ family
Other
8%
13%
56%
51%
Done nothing
0%
2013 Burst 1 Overall (n=120)
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10%
20%
30%
40%
50%
60%
2013 Burst 2 Overall (n=171)
70%
42
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%
Consider quitting
18%
Stop/ quit smoking
24%
21%
15%
14%
Reduce the quantity of cigarettes smoked
8%
8%
Ask doctor for help to quit
Download the Quit for You - Quit for Two app
19%
7%
Begin taking Nicotine Replacement Therapy or other…
Ring the Quitline
Discuss smoking and health with partner/ friend/ family
3%
2%
4%
1%
4%
1%
Change the type of cigarettes smoked
1%
Visit the Quitnow website
1%
11%
11%
Other
26%
26%
No intentions
0%
2013 Burst 1 Overall (n=120)
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5%
10%
15%
20%
25%
2013 Burst 2 Overall (n=170)
30%
43
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 smokefree (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)
There is support and
tools available to help
you quit and remain
smoke-free
Eager for a life without
smoking
2013 Burst 1 Smokers (n=281)
41
53
5
2013 Burst 2 Smokers (n=271)
41
54
3
2013 Burst 1 Smokers (n=280)
44
2013 Burst 2 Smokers (n=272)
46
Have been thinking a lot 2013 Burst 1 Smokers (n=281)
about quitting recently
2013 Burst 2 Smokers (n=272)
Confident could quit
smoking if wanted to
2013 Burst 1 Smokers (n=280)
2013 Burst 2 Smokers (n=269)
36
12 8
39
8 52
41
38
6 12 4
38
43
5 12 3
14
23
43
15
38
14
22
21
6
4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Strongly agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
44
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)
There is support and tools
available to help you quit and
remain smoke-free
Eager for a life without smoking
Have been thinking a lot about
quitting recently
Confident could quit smoking if
wanted to
Exposed (n=153)
45
Not exposed (n=118)
35
Exposed (n=153)
58
53
Not exposed (n=119)
29
Exposed (n=152)
26
18
8 4
45
44
Not exposed (n=119)
24
35
36
Exposed (n=153)
Not exposed (n=117)
52
9 64
41
4 9 2
46
38
39
6
11
18
15 4
20
4
22
4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Strongly agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
45
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)
There are support and tools
available to help smokers quit
2013 Burst 1 Overall (n=300)
There are many benefits to quitting
smoking
2013 Burst 1 Overall (n=300)
There are many benefits to quitting
smoking before and during
pregnancy and following birth
2013 Burst 1 Overall (n=299)
2013 Burst 2 Overall (n=300)
50
46
2
Quitting smoking improves oxygen
flow around your body and to
your baby
2013 Burst 1 Overall (n=297)
52
45
2
It's never too late to quit smoking
44
2013 Burst 2 Overall (n=300)
37
2013 Burst 2 Overall (n=300)
#2531
49
57
40
46
2013 Burst 1 Overall (n=300)
49
52
44
44
0%
Agree
37
49
2013 Burst 2 Overall (n=299)
Neither agree nor disagree
2
60
61
2013 Burst 2 Overall (n=300)
Strongly agree
54
20%
50
40%
Disagree
60%
2
2
3
22
23
80%
100%
Strongly disagree
46
Figure 18: Attitudes towards smoking and quitting – higher agreement cont.
(Base: All respondents)
Quitting will reduce your risk of
sickness caused by smoking
2013 Burst 1 Overall (n=300)
51
2013 Burst 2 Overall (n=300)
44
There are negative health impacts of 2013 Burst 1 Overall (n=300)
smoking before and during
2013 Burst 2 Overall (n=299)
pregnancy and around children
Passive smoking affects pregnant
women and their unborn children
2013 Burst 1 Overall (n=295)
It’s possible to quit smoking and
remain a non-smoker
2013 Burst 1 Overall (n=298)
2013 Burst 2 Overall (n=296)
34
332
54
39
25
51
57
27
64
93
65
72
34
52
76
32
52
10 4
20%
Neither agree nor disagree
62
52
31
0%
Agree
32
58
36
2013 Burst 2 Overall (n=299)
32
50
40
Quitting at any time during
2013 Burst 1 Overall (n=291)
pregnancy decreases the risk of harm
2013 Burst 2 Overall (n=293)
to the unborn child
Strongly agree
44
40%
60%
Disagree
80%
100%
Strongly disagree
Figure 19: Attitudes towards smoking and quitting – lower agreement
(Base: All respondents)
People generally do not approve
of smoking in Australia
You should not quit smoking
when pregnant as the baby will
suffer withdrawals
The rewards of smoking
outweigh the negatives
2013 Burst 1 Overall (n=299)
30
2013 Burst 2 Overall (n=297)
28
2013 Burst 1 Overall (n=281) 2 12
#2531
45
16
17
44
2013 Burst 1 Overall (n=298)
5 11 7
40
37
2013 Burst 2 Overall (n=300) 3 12 6
42
36
2013 Burst 1 Overall (n=299)
33
2013 Burst 2 Overall (n=297)
32
Neither agree nor disagree
14
46
31
20
62
43
20%
82
26
5 16
0%
Agree
14 9
2013 Burst 2 Overall (n=278)
Quitting smoking is easy
Strongly agree
47
51
40%
Disagree
60%
80%
100%
Strongly disagree
47
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)
Exposed (n=171)
76
Not exposed (n=129)
74
0
10
20
30
40
50
60
70
80
90
100
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)
(Base: All respondents)
98%
97%
There are support and tools available to help
smokers quit
There are many benefits to quitting smoking before
and during pregnancy and following birth
97%
96%
Quitting smoking improves oxygen flow around your
body and to your baby
96%
96%
It is never too late to quit smoking
95%
92%
There are negative health impacts of smoking
before and during pregnancy and around children
94%
93%
Passive smoking affects pregnant women and their
unborn children
89%
86%
Quitting at any time during pregnancy decreases the
risk of harm to the unborn child
88%
80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Exposed (n=157-171)
2
Not exposed (n=121-129)
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%
Improved fitness/ general health
71%
61%
57%
Save money/ more money
12%
16%
Kids/ family would like it
13%
14%
Improved lung function/ breathing
Not smelling like smoke/ cigarettes
9%
11%
Not being a bad role model to others in the family or
community
11%
9%
Decreased risk of premature death/ less likely to die
11%
7%
Stopping others from being exposed to cigarette smoke
11%
5%
Decreased risk of cancer
6%
5%
Easier when going out
6%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
2013 Burst 1 Overall (n=300)
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2013 Burst 2 Overall (n=300)
49
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%
63%
Better for baby/ healthier baby in general
26%
26%
Decreased risk of baby with low birth weight
18%
20%
Decreased risk of baby having breathing difficulties
11%
12%
Decreased risk of premature labour/ birth
Decreased risk of baby having asthma/ impaired lung function
later in life
15%
10%
7%
6%
Fewer complications during mother's pregnancy
9%
Decreased risk of Sudden Infant Death Syndrome
6%
4%
4%
Decreased risk of miscarriage
Decreased risk of baby developing cleft lip/ palate
1%
1%
42%
Other benefit
0%
2013 Burst 1 Overall (n=300)
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24%
10%
20%
30%
40%
50%
2013 Burst 2 Overall (n=300)
60%
70%
50
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)
Perceived level of
financial benefits
Perceived level of
health benefits
2013 Burst 1 Overall (n=300)
41
2013 Burst 2 Overall (n=299)
39
27
2013 Burst 1 Overall (n=300)
37
31
22
2013 Burst 2 Overall (n=300)
35
35
16
0%
Extremely
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Very much
Moderately
20%
27
40%
Slightly
20
22
60%
11
12
9 2
12
80%
Not at all
100%
51
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
(Base: All respondents)
Perceived level of
financial benefits
Perceived level of
health benefits
Exposed (n=171)
38
27
Not exposed (n=128)
39
28
Exposed (n=171)
40
Not exposed (n=129)
30
0%
Extremely
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Very much
20%
Moderately
24
17
38
32
40%
9
15
13
22
60%
Slightly
10
16
80%
Not at all
100%
52
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)
Increased risk of infection and
breathing problems due to low
birth weight
2013 Burst 1 Overall (n=300)
85
9 6
2013 Burst 2 Overall (n=300)
88
75
Increased risk of premature
labour
2013 Burst 1 Overall (n=300)
79
14 7
2013 Burst 2 Overall (n=300)
80
12 8
2013 Burst 1 Overall (n=300)
78
13 9
2013 Burst 2 Overall (n=300)
80
13 8
Increased risk of miscarriage
Increased risk of Sudden Infant
Death Syndrome
2013 Burst 1 Overall (n=300)
74
14 11
2013 Burst 2 Overall (n=300)
72
14 15
Increased risk of ectopic
pregnancy
2013 Burst 1 Overall (n=300)
39
2013 Burst 2 Overall (n=300)
46
0%
Yes
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20%
No
28
40%
60%
29
26
80%
Don't know
100%
53
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%
Increased risk of infection and breathing
problems due to low birth weight
82%
81%
Increased risk of premature labour
78%
83%
Increased risk of miscarriage
75%
74%
Increased risk of Sudden Infant Death
Syndrome
Increased risk of ectopic pregnancy
69%
46%
47%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Exposed (n=171)
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Not exposed (n=129)
54
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)
2013 Burst 1 Smokers (n=281)
83
2013 Burst 2 Smokers (n=272)
11
88
0%
7
7 5
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)
2013 Burst 1 Smokers (n=231)
15
2013 Burst 2 Smokers (n=237)
18
0%
Within the next month
46
38
2
36
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Within the next 6 months
Sometime in the future, beyond 6 months
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Don't know
55
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)
Plan to quit
smoking?
(among smokers)
Planned timing to
quit
(among smokers
intending to quit)
Exposed (n=153)
Not exposed (n=119)
Exposed (n=139)
Not exposed (n=98)
44
91
10 6
85
20
16
46
46
34
38
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Yes
No
Within the next month
Within the next 6 months
Sometime in the future, beyond 6 months
Don't know
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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)
2013 Burst 1 Overall (n=299)
2
2013 Burst 2 Overall (n=298)
38
6
0%
Improved greatly
Improved
35
47
12
44
14
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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)
2013 Burst 1 Overall (n=296)
8
25
2013 Burst 2 Overall (n=293)
7
25
0%
55
11
13
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A great deal
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A fair amount
Just a little
Not at all
57
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)
2013 Burst 1 Overall (n=294)
5
2013 Burst 2 Overall (n=296)
7
0%
10
12
43
39
42
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A great deal
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A fair amount
Just a little
Not at all
58
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)
2013 Burst 1 Overall (n=298)
29
2013 Burst 2 Overall (n=298)
30
0%
Certain
Very likely
34
34
29
3
34
6 2
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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)
2013 Burst 1 Overall (n=300)
37
37
2013 Burst 2 Overall (n=300)
38
34
0%
Very worried
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23
23
3
5
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Moderately worried
A little worried
Not at all worried
59
VI. Media consumption and favourite media
A. Media consumption
As 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 nonmetropolitan areas). Internet usage was consistent across metropolitan and nonmetropolitan 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-toair 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 freeto-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)
Use the Internet
Watch commercial free-to-air
television channels 9, 7, 10, or SBS
Listen to commercial radio stations
Read magazines
Read newspapers
Watch Pay TV channels
74
70
Metro (n=123)
Non metro (n=177)
61
58
Metro (n=123)
Non metro (n=177)
Non metro (n=177)
Metro (n=123)
Metro (n=123)
Non metro (n=177)
4 7
3 15
9
9
21
24
33
24
15
7 4 6
8 3 8
555
6 7 6
27
21
37
27
31
8 3
5 42
11 12
10 6 12
38
23
19
14
28
20
18
Metro (n=123)
Non metro (n=177)
24
24
42
44
Metro (n=123)
Non metro (n=177)
14
19
20
28
50
63
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Daily
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A few times a week
A few times a month
Once a month or less
Never
60
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 nonmetropolitan 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)
Metro (n=123)
8
90
2
Non metro (n=177)
11
86
3
2013 Burst 2 Overall (n=300)
10
87
2
0%
10%
20%
Yes
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30%
40%
No
50%
60%
70%
80%
Don't know
90% 100%
62
B. Favourite TV programs
Among 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)
Home and Away
24%
The Block
15%
News
15%
Neighbours
15%
Winner & Losers
12%
Masterchef
10%
Offspring
9%
Revenge
7%
Criminal Minds
6%
Under the Dome
6%
0%
10%
20%
Table 2: Channel and day when program watched (top 10 programs)
TV Program
Channel/ Day mostly watched
Home 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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63
C. Favourite magazines
Figure 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)
That's Life
34%
Woman's Day
29%
Take 5
27%
New Idea
21%
Women's Weekly
17%
Cosmopolitan
11%
OK
10%
Who
10%
NW
9%
Cleo
9%
0%
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10%
20%
30%
40%
64
D. Favourite websites
As 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)
Facebook
71%
Google
42%
YouTube
23%
eBay
23%
Hotmail
14%
Ninemsn
9%
Gumtree
6%
Yahoo7
6%
Pinterest
6%
Banking
4%
0%
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10%
20%
30%
40%
50%
60%
70%
80%
90%
65
E. Suggested placements for advertisements
Figure 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%
40%
Commercial free-to-air television channels 9, 7, 10, or SBS
33%
31%
Doctors waiting rooms
Outdoor advertising like billboards and at bus stops
20%
Hospital
18%
Maternity clinics/ gynaecologists, maternity ward, antenatal
clinics
Pay TV channels
Magazines
Commercial radio stations
9%
10%
Shopping centres
Newspapers
26%
23%
18%
19%
20%
20%
18%
16%
21%
13%
19%
Online including social media
Public toilets
25%
5%
10%
6%
6%
37%
39%
Other
0%
Metro (n=123)
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10%
20%
30%
Non metro (n=177)
40%
50%
66
VII.Conclusions
Overall, 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 members
A summary of the headline results from this survey is presented in this section.
A. Recall of campaign advertisements
Prompted 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 impact
Despite 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)
Age
16-24 years old
25-29 years old
30-34 years old
35-40 years old
Income
Less than $60,000
$60,000 to less than
$120,000
$120,000 or more
Gender
Male
Female
Live in metro region
Has children living in
same household
Speak a language other
than English at home
Have existing health
conditions
3
Primary
Target
Audience
(n=160;
32%)3
Broader
Audience
(n=170;
68%)
Smokers
(n=284;
88%)
Recent
quitters
(n=46;
12%)
Overall
(n=330)
33%
21%
20%
26%
49%
17%
17%
17%
33%
21%
17%
30%
24%
27%
22%
27%
32%
21%
17%
29%
74%
75%
76%
66%
75%
22%
18%
18%
28%
19%
4%
7%
6%
6%
6%
Nil
100%
46%
54%
46%
49%
29%
71%
49%
20%
80%
38%
28%
72%
48%
77%
61%
66%
64%
66%
21%
19%
20%
13%
19%
51%
50%
51%
45%
50%
Includes n=17 currently pregnant smokers and n=8 currently pregnant recent quitters.
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71
Education
Secondary educated or
less
At least some postsecondary school
education
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77%
69%
72%
66%
71%
23%
31%
28%
34%
29%
72
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 advertisements
Consistent 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
(Base: All respondents)
2013 Burst 1 Smokers
(n=275)
2013 Burst 2 Smokers
(n=284)
2013 Burst 1 Quitters
(n=57)
2013 Burst 2 Quitters
(n=46)
2013 Burst 1 Overall
(n=332)
2013 Burst 2 Overall
(n=330)
4%
2%
64%
8%
3%
General smokingrelated ads
66%
11%
86%
1%
9%
5%
2%
8%
3%
76%
68%
Quit for You - Quit
for Two
Break the Chain
67%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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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74
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
(Base: All respondents)
2013 Burst 1 Smokers (n=275)
41
2013 Burst 2 Smokers (n=284)
59
53
2013 Burst 1 Quitters (n=57)
2013 Burst 2 Quitters (n=46)
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
47
68
40
32
60
46
51
54
49
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Exposed
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Not exposed
75
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)
TV advertisement
Print advertisement
Radio advertisement
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
Phone app
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
28
33
72
67
25
26
75
74
11
20
89
80
11
12
89
88
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Exposed
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Not exposed
76
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)
Total Radio
20%
Total TV
33%
TV and
Radio
6%
TV only
14%
Radio only
4%
TV, Radio
and Print
5%
TV and
Print
8%
Radio and
Print
4%
Print only
9%
Total Print
26%
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None
49%
77
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)
Primary target audience (n=160)
Broader audience (n=170)
61
39
47
53
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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
Primary target audience (n=160)
TV advertisement
28
Broader audience (n=170)
66
Broader audience (n=170)
23
77
Primary target audience (n=160)
22
78
Broader audience (n=170)
19
81
Primary target audience (n=160)
19
81
Radio advertisement
Phone app
Broader audience (n=170)
9
0%
Exposed
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72
34
Primary target audience (n=160)
Print advertisement
58
91
20%
40%
60%
Not exposed
80%
100%
78
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 nonmetropolitan 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 nonmetropolitan respondents.
Figure 48: Exposure to any element of the campaign (prompted recognition) – by location
(Base: All respondents)
Metro (n=147)
61
Non metro (n=183)
42
0%
39
58
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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 freeto-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-toair 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)
Metro (n=51)
8
Non metro (n=50) 2
2013 Burst 2 Overall (n=101)
5
74
62
18
34
69
3
25
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Indigenous television
Mainstream television
Both 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)
Metro (n=33)
18
Non metro (n=32)
32
2013 Burst 2 Overall (n=65)
24
0%
Indigenous radio
5
60
17
41
18
51
18
5
9
7
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mainstream radio
Both indigenous and mainstream radio
Don't know
In addition to contributing minimally in terms of unique reach among Aboriginal and Torres Strait Islander audiences.
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B. Key message take-out
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%).
Figure 51: Unprompted message take-out for Quit for You Quit for Two television
advertisement
(Base: Respondents exposed to the advertisement) (Multiple response)
58%
Don’t smoke when pregnant
69%
You should not smoke during or before pregnancy because
it affects the health of your baby
26%
31%
37%
Quit smoking
22%
Quit for You. Quit for Two.
21%
20%
Smoking is dangerous/ bad
23%
18%
28%
Smoking when pregnant is dangerous
18%
30%
Quit smoking and give your baby a healthy start
14%
7%
11%
Smoking causes serious illness
Quitting smoking improves oxygen flow around your body
and to your baby
5%
8%
Quitting smoking lowers the risk of miscarriage
5%
8%
0%
2013 Burst 1 Overall (n=100)
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10%
20%
30%
40%
50%
60%
2013 Burst 2 Overall (n=110)
70%
80%
82
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
(Base: Respondents exposed to the advertisement) (Multiple response)
29%
Don’t smoke when pregnant
57%
27%
Quit smoking
35%
36%
Quit for You. Quit for Two.
29%
39%
Smoking is dangerous/ bad
20%
Quit smoking and give your baby a healthy start
17%
19%
It's worth fighting cravings for cigarettes when
you're pregnant
17%
16%
You should not smoke during or before
pregnancy
33%
15%
Quitting smoking lowers the risk of miscarriage
and other serious health problems for your baby
2%
11%
19%
Call the Quitline
10%
17%
Smoking causes serious illness
4%
0%
2013 Burst 1 Overall (n=37)
6
10% 20% 30% 40% 50% 60% 70%
2013 Burst 2 Overall (n=65)
Results for Burst 1 should be treated with caution due to the low number of respondents (n=37).
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83
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
(Base: Respondents exposed to the advertisement) (Multiple response)
79%
Don’t smoke when pregnant
70%
34%
32%
Quit for You. Quit for Two.
48%
Quit smoking
29%
18%
21%
Quit smoking and give your baby a healthy start
28%
Smoking is dangerous/ bad
18%
If you smoke when pregnant toxic chemicals go into
your baby including some proven to cause cancer
8%
12%
Call the Quitline
7%
11%
Smoking when pregnant increases the risk of
miscarriage
14%
9%
Smoking when pregnant deprives your baby of oxygen
5%
6%
Smoking when pregnant increases the risk of
premature labour
4%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
2013 Burst 1 Overall (n=88)
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2013 Burst 2 Overall (n=89)
84
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)
You should quit smoking for your baby
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=160)
92
98
7
Every cigarette you smoke is damaging
your unborn child
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=160)
90
96
73
2
Your smoking affects your unborn baby
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=161)
90
96
73
3
When you choose to quit smoking there is
support available
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=161)
93
94
24
23
There are many short and long term
health benefits to quitting smoking
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=161)
72
Every cigarette you don’t smoke, is doing
you good
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=161)
70
Call the Quitline
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=161)
Visit the Quitnow website
2013 Burst 1 Overall (n=162)
2013 Burst 2 Overall (n=161)
Download Quit for You Quit for Two app
2013 Burst 1 Overall (n=163)
2013 Burst 2 Overall (n=160)
#2531
No
19
86
77
83
48
62
20%
40%
Don't know
11
12 2
9 14
5 12
63
74
0%
Yes
13 16
83
89
22
60%
14
23
10 16
18
30
20
80% 100%
85
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)
12
19
54
Is believable
2013 Burst 1 Overall (n=98)
2013 Burst 2 Overall (n=107)
Was easy to understand
2013 Burst 1 Overall (n=99)
2013 Burst 2 Overall (n=107)
Makes me stop and think
2013 Burst 1 Overall (n=100)
2013 Burst 2 Overall (n=107)
13
15
38
Makes me feel worried about
my smoking
2013 Burst 1 Overall (n=97)
2013 Burst 2 Overall (n=107)
13
12
31
42
Makes me more likely to try to
quit
2013 Burst 1 Overall (n=95)
2013 Burst 2 Overall (n=107)
13
14
25
35
Taught me something new
2013 Burst 1 Overall (n=98)
2013 Burst 2 Overall (n=106)
6
13
36
35
Makes me feel uncomfortable
2013 Burst 1 Overall (n=98)
2013 Burst 2 Overall (n=107)
7
7
19
32
Doesn’t affect me
2013 Burst 1 Overall (n=95)
2013 Burst 2 Overall (n=105)
6
4
27
27
Relates to me
2013 Burst 1 Overall (n=97)
2013 Burst 2 Overall (n=107)
8 14
10 17
23
25
0%
Strongly agree
#2531
Agree
Neither agree nor disagree
16
76
18
59
66
60
22
11 6
63
28
21
13 12
21
34
21
36
25
22
28
27
44
41
40%
Disagree
3
23 3
20 6
34
21
45
32
24
5
5
19 4
19 9
37
31
20%
4
39
30
60%
80%
2
12
100%
Strongly disagree
86
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)
Was easy to understand
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=84)
13
22
Is believable
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=86)
11
18
Makes me stop and think
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=86)
8
13
Makes me more likely to try to
quit
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=86)
7
7
Makes me feel worried about
my smoking
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=85)
9
7
Taught me something new
2013 Burst 1 Overall (n=87)
2013 Burst 2 Overall (n=86)
4
7
28
31
Relates to me
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=85)
5
6
20
30
36
Makes me feel uncomfortable
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=86)
5
5
20
23
38
37
Doesn’t affect me
2013 Burst 1 Overall (n=86)
2013 Burst 2 Overall (n=85)
2 13
16
0%
Strongly agree
#2531
Agree
Neither agree nor disagree
73
9 5
3
74
56
17
73
42
32
17
17 7
63
26
41
47
28
40
30
33
39
33
40%
Disagree
23
33
29
12
2
31
2
15 5
27
25
51
56
20%
15
53
5
34
30
6
6
36
31
4
24
10
22 5
60%
80%
100%
Strongly disagree
87
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
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
Was easy to understand
2013 Burst 1 Overall (n=36)
2013 Burst 2 Overall (n=63)
Makes me stop and think
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
11
3
53
61
Makes me feel worried about
my smoking
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
11
8
51
46
Makes me more likely to try to
quit
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
10
7
49
46
Taught me something new
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
2
34
Relates to me
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
5
48
30
Makes me feel uncomfortable
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=63)
9
27
2 25
Doesn’t affect me
2013 Burst 1 Overall (n=35)
2013 Burst 2 Overall (n=62)
7
19
15
Strongly agree
Agree
63
72
79
74
6
13
Neither agree nor disagree
21
20
16
24 2
16
11
26
19
25 3
36
26
32
17
26
32
40%
Disagree
9
8
32
36
34
55
52
20%
7
13
25
35
23
60%
2
16
30
80%
5
100%
Strongly disagree
Results for Burst 1 should be treated with caution due to the low number of respondents (n=35).
#2531
2
29
30
23
55
0%
7
70
85
Is believable
88
D. Direct measures of campaign impact
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%
Considered quitting
Cut down the amount I smoke
Stopped/ quit smoking
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
Downloaded another smartphone app for quitting
Other
Done nothing
2013 Burst 1 Overall (n=153)
#2531
36%
19%
12%
7%
5%
4%
4%
2%
2%
3%
2%
1%
1%
1%
1%
3%
1%
3%
<1%
<1%
2%
3%
50%
52%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
2013 Burst 2 Overall (n=161)
89
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%
Considered quitting
Cut down the amount I smoke
9%
10%
Stopped/ quit smoking
2%
6%
2%
1%
3%
Discussed smoking and health with my partner/ family/ friend
Changed the type of cigarettes I smoke
Rang the Quitline
3%
4%
Asked my doctor for help to quit
Read "how to quit" literature
1%
1%
2%
Asked my pharmacist/ other health professional for advice on quitting
1%
Downloaded Quit for You Quit for Two app
1%
Downloaded another smartphone app for quitting
1%
Began taking NRT, or other pharmaceutical stop smoking product
8%
Other
43%
Done nothing
0%
Primary target audience (n=94)
#2531
42%
18%
57%
10% 20% 30% 40% 50% 60% 70%
Broader audience (n=67)
90
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
(Base: Respondents exposed to the campaign) (Multiple response)
19%
Consider quitting
Stop/ quit smoking/ continue not to smoke
16%
11%
Reduce the number of cigarettes I smoke
5%
3%
Discuss smoking and health with my partner/ family/ friend
Call the Quitline
1%
3%
Ask my doctor for help to quit
3%
2%
Download other quitting apps
Download Quit for You Quit for Two app
Change the type of cigarettes I smoke
1%
1%
2%
1%
28%
0%
#2531
7%
1%
No intentions
2013 Burst 1 Overall (n=149)
40%
12%
11%
44%
10% 20% 30% 40% 50% 60% 70%
2013 Burst 2 Overall (n=160)
91
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
(Base: Respondents exposed to the campaign) (Multiple response)
28%
Consider quitting
12%
11%
15%
9%
Stop/ quit smoking/ continue not to smoke
Reduce the number of cigarettes I smoke
4%
3%
3%
3%
4%
Discuss smoking and health with my partner/ family/ friend
Call the Quitline
Ask my doctor for help to quit
2%
1%
1%
1%
1%
Download other quitting apps
Download Quit for You Quit for Two app
Change the type of cigarettes I smoke
28%
28%
No intentions
0%
Primary target audience (n=93)
#2531
48%
10%
20%
30%
40%
50%
Broader audience (n=67)
60%
92
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)
There is support and tools
2013 Burst 1 Smokers (n=273)
available to help you quit and
2013 Burst 2 Smokers (n=278)
remain smoke-free
20
2013 Burst 1 Smokers (n=273)
19
Eager for a life without
smoking
30
2013 Burst 2 Smokers (n=277)
20
You've been thinking a lot
about quitting recently
2013 Burst 1 Smokers (n=273)
17
2013 Burst 2 Smokers (n=278)
19
0%
#2531
Agree
29
Neither agree nor disagree
26
26
32
20%
40%
Disagree
14 3
24 3
29
15
30
22 4
19
33
25
12
15 6
36
14
2013 Burst 1 Smokers (n=273)
23
48
28
2013 Burst 2 Smokers (n=278)
Confident could quit smoking
if wanted to
Strongly agree
44
16 2
29
15
31
60%
80%
13
5
100%
Strongly disagree
93
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)
There is support and tools
available to help you quit and
remain smoke-free
Eager for a life without
smoking
Confident could quit smoking
if wanted to
You've been thinking a lot
about quitting recently
Exposed (n=146)
27
34
Not exposed (n=132)
Exposed (n=146)
Exposed (n=146)
19
Not exposed (n=132)
19
14
21
18
22
16 5
49
34
Not exposed (n=131)
14 6
44
22
Not exposed (n=132)
Exposed (n=146)
52
25
39
14 5
31
25
26
40
19
15
15
15
39
10
24
4
23
3
9
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Strongly agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
94
Other attitudes towards smoking and quitting
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)
31
40
If you want to quit smoking you
should never give up trying
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=329)
Quitting will reduce your risk of
sickness caused by smoking
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
23
33
It's never too late to quit
smoking
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=329)
There are many benefits to
quitting smoking
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
53
27
31
51
53
13 9
10 33
27
35
46
The rewards of smoking
outweigh the negatives
2013 Burst 1 Overall (n=330)
2013 Burst 2 Overall (n=330)
8 24
4 11 23
Quitting smoking is easy
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=329)
5 11 13
3 7 14
Strongly agree
#2531
Agree
Neither agree nor disagree
13 9
5 42
50
11 12
8 42
Smoking is widely disapproved of 2013 Burst 1 Overall (n=331) 3 16
in my community
2013 Burst 2 Overall (n=330) 6
27
0%
47
20%
53
12 9 6
9 52
49
32
36
26
29
27
39
46
48
40%
Disagree
13
5
36
13
23
26
28
60%
80%
100%
Strongly disagree
95
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)
33
If you want to quit smoking you
should never give up trying
Exposed (n=168)
Not exposed (n=161)
It's never too late to quit smoking
Exposed (n=167)
Not exposed (n=162)
22
Quitting will reduce your risk of
sickness caused by smoking
Exposed (n=168)
Not exposed (n=162)
25
There are many benefits to quitting
smoking
Exposed (n=168)
Not exposed (n=162)
Smoking is widely disapproved of in
my community
Exposed (n=168)
Not exposed (n=162)
3
The rewards of smoking outweigh
the negatives
Exposed (n=168)
Not exposed (n=162)
5 10
2 13
Quitting smoking is easy
Exposed (n=168)
Not exposed (n=161)
3 8 10
4 6 18
#2531
Agree
2
8 62
41
66
39
7 22
12 5 3
41
66
40
5 32
12 5
30
40
57
41
8 32
10 6 2
9
0%
Strongly agree
63
36
47
27
23
29
26
27
18
20%
Neither agree nor disagree
36
36
4
6
42
37
58
36
40%
Disagree
15
31
21
35
60%
80%
100%
Strongly disagree
96
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%
62%
Improved fitness/ general health
60%
57%
Save money/ more money
18%
Kids/ family would like it
Improved lung function/ breathing
23%
19%
Decreased risk of cancer
14%
10%
Not smelling like smoke/ cigarettes
Not being a bad role model to others in the family or
community
12%
9%
Decreased risk of premature death/ less likely to die
7%
No benefits
6%
0%
#2531
18%
7%
Decreased risk of other diseases/ illness/ getting sick
2013 Burst 1 Overall (n=318)
27%
19%
21%
15%
12%
10% 20% 30% 40% 50% 60% 70%
2013 Burst 2 Overall (n=323)
97
Perceived level of financial and health benefits from not smoking
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)
2013 Burst 1 Smokers (n=271)
2013 Burst 2 Smokers (n=280)
Perceived level of
financial benefits
Perceived level of
health benefits
2013 Burst 1 Quitters (n=57)
2013 Burst 2 Quitters (n=46)
19
27
25
25
14
17
20
11 8
35
14
41
27
36
2013 Burst 1 Overall (n=328)
2013 Burst 2 Overall (n=326)
18
28
2013 Burst 1 Smokers (n=261)
2013 Burst 2 Smokers (n=279)
19
24
2013 Burst 1 Quitters (n=56)
2013 Burst 2 Quitters (n=46)
16
2013 Burst 1 Overall (n=317)
2013 Burst 2 Overall (n=325)
19
26
14 3
14 22
46
28
26
36
31
30
14 14
19 10 7
16
20
67
40
49
37
32
16
18
24
17
9
9
12 22
7 4
21
15
8
8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Extremely
#2531
Very much
Moderately
Slightly
Not at all
98
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
(Base: All respondents)
Perceived level of
financial benefits
Perceived level of
health benefits
Exposed (n=167)
20
Not exposed (n=159)
Exposed (n=165)
Not exposed (n=160)
43
37
17
21
28
40
36
17
21
25
16
13 3
6 11
18
12
4
13
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Extremely
#2531
Very much
Moderately
Slightly
Not at all
99
C. Awareness of health effects of smoking
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)
Trouble breathing
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
94
98
5
Lung cancer
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
85
95
11 4
4
Heart disease/ Heart attack
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
86
93
5 9
6
Increased risk of harm to
baby if pregnant
2013 Burst 1 Overall (n=331)
2013 Burst 2 Overall (n=330)
82
90
5 13
64
Increased risk of stroke
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
Illness and death in nonsmokers
2013 Burst 1 Overall (n=332)
2013 Burst 2 Overall (n=330)
70
17
87
57
19
76
13
7 6
24
11 13
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Yes
#2531
No
Don't know
100
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)
Plan to quit
smoking?
(among smokers)
Planned timing to
quit
(among smokers
intending to quit)
2013 Burst 1 Smokers (n=271)
2013 Burst 2 Smokers (n=277)
2013 Burst 1 Smokers (n=125)
2013 Burst 2 Smokers (n=149)
30
43
56
19
14
24
30
27
31
14
47
10
48
8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
Within the next month
Sometime in the future, beyond 6 months
#2531
No
Within the next 6 months
Don't know
101
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)
Plan to quit
smoking?
(among smokers)
Planned timing to
quit
(among smokers
intending to quit)
Exposed (n=145)
16
74
Not exposed (n=132)
47
35
Exposed (n=103)
14
Not exposed (n=46)
14
25
17
54
43
11
7
32
11
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Yes
Within the next month
Sometime in the future, beyond 6 months
#2531
No
Within the next 6 months
Don't know
102
B. Smoking and health
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)
2013 Burst 1 Smokers (n=261) 2
35
2013 Burst 2 Smokers (n=276)
27
2013 Burst 1 Quitters (n=55) 2
2013 Burst 2 Quitters (n=46)
2013 Burst 1 Overall (n=316)
49
15
11
27
7
4
2013 Burst 2 Overall (n=322) 2
46
15
25
40
48
15
33
33
47
25
47
15
26
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Improved it greatly
Neither improved nor lowered your quality of life
Lowered it greatly
#2531
Improved it
Lowered it
103
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)
Exposed (n=160)
13
26
Not Exposed (n=160)
52
32
2013 Burst 2 Overall (n=320)
9
25
23
35
26
8
43
8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A great deal
A fair amount
Just a little
Not at all
Figure 74: Perceived level of health damage to others - by campaign exposure
(Base: All respondents)
Exposed (n=162) 5
16
Not Exposed (n=147)
2013 Burst 2 Overall (n=309)
45
30
17
34
20
18
24
35
26
30
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A great deal
A fair amount
Just a little
Not at all
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).
#2531
104
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)
2013 Burst 1 Smokers (n=268)
3
43
2013 Burst 2 Smokers (n=277)
23
2013 Burst 1 Quitters (n=52)
11
2013 Burst 2 Quitters (n=44)
11
36
10
7 3
43
43
38
22
10 3
30
33
2013 Burst 1 Overall (n=320) 3
2013 Burst 2 Overall (n=321)
41
12
23
40
33
13
15
32
4
9 5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Certain
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Very likely
50/50
Not very likely
Not at all likely
105
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
(Base: All respondents)
Exposed (n=165)
Not Exposed (n=161)
2013 Burst 2 Overall (n=326)
25
23
34
36
30
22
22
18
26
30
16
17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Very worried
9
Please see footnote on page 44
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Moderately worried
A little worried
Not at all worried
106
V. Media consumption and favourite media
A. Media consumption
As 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)
Watch commercial free-to-air television
channels 9, 7, 10, or SBS
Metro (n=147)
Non metro (n=183)
Use the Internet
Metro (n=147)
Non metro (n=182)
Read newspapers
Metro (n=147)
Non metro (n=180)
10
Watch National Indigenous Television
Metro (n=146)
Non metro (n=177)
8
Read Indigenous newspapers or
magazines
54
61
32
44
50
22
24
Metro (n=145) 3 14
Non metro (n=180)
13
Metro (n=147)
Non metro (n=180)
Read magazines
Metro (n=146)
Non metro (n=178)
6
Listen to Indigenous radio stations
Metro (n=146)
Non metro (n=180)
13
6 9
Watch Pay TV channels
Metro (n=146)
Non metro (n=183)
18
13
Watch Indigenous community
television
Metro (n=143)
Non metro (n=179)
31
37
20
Listen to commercial radio stations
22
21
16
13
24
20
18
19
17
8
15
16
15
10
11
12
8
22
27
12
19
8 7 8
8 2 11
8 10 6 9
4 13
8 12
13
17
5 3 12
16
26
16
39
41
12 10
11
13
7
31
40
20
25
43
25
12
30
4 9
42
31
8
13
43
28
36
45
58
46
58
65
67
63
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Daily
A few times a week
A few times a month
Once a month or less
Never
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,
#2531
107
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 nonmetropolitan 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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108
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 nonmetropolitan 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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109
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)
Metro (n=138)
Non metro (n=183)
2013 Burst 2 Overall (n=321)
13
4
8
87
96
92
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
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110
B. Favourite TV programs
Around 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)
Home and Away
29%
News
27%
AFL
9%
Neighbours
9%
Movies
8%
Footy Show
8%
The Simpsons
8%
The Block
7%
Sunrise
5%
Football
5%
0%
5%
10%
15%
20%
25%
30%
35%
Table 4: Channel and day when program watched (top 10 programs)
TV Program
Channel/ Day mostly watched
Home and Away
News
AFL
Neighbours
Movies
Footy Show
The Simpsons
The Block
Sunrise
Football
#2531
Channel 7. Weeknights.
Most popular Channel 7, then Channel 9 & 10. Mostly daily.
Channel 7 and 9. Various days during the week.
Channel 11. Weeknights.
Channels were mostly unspecified. Various days during the week whenever
movies are on.
Channel 9/ WIN. Thursdays.
Channel 10 and 11. Weekdays.
Channel 9. Weeknights.
Channel 7. Weekday mornings.
Channel 7 and 9. Various days during the week.
111
C. Favourite websites
As 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)
Facebook
80%
YouTube
48%
Google
37%
Hotmail
8%
eBay
7%
NineMSN
6%
Gumtree
6%
Centrelink
3%
NRL
3%
Myspace
3%
0%
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10%
20%
30%
40%
50%
60%
70%
80%
90%
112
D. Favourite magazines
Women’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)
That's Life
18%
Woman's Weekly
16%
Take 5
14%
New Idea
14%
Woman's Day
11%
Zoo
8%
NW
6%
Dolly
5%
Koori Mail
5%
Who
5%
0%
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2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
113
E. Suggested placements for advertisements
As 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. Nonmetropolitan 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%
Commercial free-to-air TV channels
Outdoor advertising like billboards and at bus stops
13%
Newspapers
Magazines
10%
Online
Doctor's office/ doctor's surgery/ health clinic
Commercial radio stations
Pay TV channels
Indigenous community television
6%
4%
18%
22%
18%
14%
13%
12%
Public toilets
Other
12%
National Indigenous Television
Shops and shopping centres
Indigenous newspapers or magazines
Hospital
69%
26%
18%
24%
9%
12%
9%
12%
8%
12%
7%
9%
7%
11%
6%
2%
Indigenous radio stations
28%
39%
28%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Metro (n=146)
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Non metro (n=177)
114
VI. Conclusions
Burst 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 thoughtprovoking.
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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115
CULTURALLY AND LINGUISTICALLY DIVERSE
AUDIENCES COMPONENT
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116
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
(Base: All respondents)
Primary
Recent
Broader
Smokers
Target
Quitters
Audience
(n=302;
Audience
(n=48;
(n=260; 74%)
86%)
(n=90; 26%)
14%)
Has children living
in same household
Have existing
health conditions
Age
18-24 years old
25-29 years old
30-34 years old
35-40 years old
Income
Less than $60,000
$60,000 to less than
$120,000
$120,000 or more
Gender
Male
Female
11
47%
31%
35%
31%
35%
17%
13%
14%
10%
14%
11%
28%
36%
26%
41%
30%
17%
13%
34%
29%
21%
16%
29%
29%
25%
17%
33%
29%
21%
16%
21%
17%
17%
21%
18%
46%
56%
54%
48%
53%
33%
28%
29%
31%
29%
Nil
100%
53%
47%
42%
58%
25%
75%
40%
60%
Includes n=1 currently pregnant smokers and n=5 currently pregnant recent quitters
#2531
Overall
(n=350)
117
Education
Secondary
educated or less
At least some postsecondary school
education
#2531
26%
41%
37%
35%
37%
74%
59%
63%
65%
63%
118
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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119
A. Recall of campaign advertisements
General 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)
General Smoking-related ads
2013 Burst 1
Overall
(n=350)
15%
14%
12%
All CALD Ad
81%
2%
1%
1%
Any Health Benefits Ad
Health Benefits Print Ad
2013 Burst 2
Overall
(n=350)
Health Benefits Radio Ad
11%
11%
10%
Family Ad
81%
1%
1%
<1%
3%
Money Ad
Quit for you-Quit for two
0%
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20%
40%
60%
80%
100%
120
Figure 84: Unprompted awareness of advertisements – by smoking status
(Base: All respondents)
2013 Smokers
Burst 2
(n=302)
1%
1%
<1%
3%
General Smoking-related ads
10%
9%
8%
82%
All CALD Ad
Any Health Benefits Ad
19%
19%
19%
2013 Quitters
Burst 2 (n=48)
Health Benefits Print Ad
77%
Health Benefits Radio Ad
4%
Family Ad
2013 Burst 2
Overall
(n=350)
1%
1%
<1%
3%
0%
#2531
11%
11%
10%
Money Ad
81%
Quit for you-Quit for two
20%
40%
60%
80%
100%
121
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)
2013 Smokers Burst 1 (n=288)
2013 Smokers Burst 2 (n=302)
19
25
81
75
2013 Quitters Burst 1 (n=62)
2013 Quitters Burst 2 (n=48)
19
81
2013 Overall Burst 1 (n=350)
2013 Overall Burst 2 (n=350)
19
27
40
60
81
73
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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
(Base: All respondents)
Primary target audience (n=90)
Broader audience (n=260)
2013 Overall Burst 2 (n=350)
40
23
27
60
77
73
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Exposed
#2531
Not exposed
122
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)
2013 Overall Burst 1 (n=350)
TV advertisement
Print advertisement
6
2013 Overall Burst 2 (n=350)
14
2013 Overall Burst 1 (n=350)
9
2013 Overall Burst 2 (n=350)
Radio advertisement
Phone app
86
91
17
83
2013 Overall Burst 1 (n=350)
5
95
2013 Overall Burst 2 (n=350)
6
94
2013 Overall Burst 1 (n=350) 2
98
2013 Overall Burst 2 (n=350) 3
97
0%
Exposed
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94
20%
40%
60%
Not exposed
80%
100%
123
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
(Base: All respondents)
TV advertisement
Primary target audience (n=90)
Broader audience (n=260)
24
76
11
Primary target audience (n=90)
89
23
77
Print advertisement
Broader audience (n=260)
Radio advertisement
Phone app
14
Primary target audience (n=90)
9
91
Broader audience (n=260)
5
95
Primary target audience (n=90)
6
94
Broader audience (n=260) 2
98
0%
Exposed
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86
20%
40%
60%
Not exposed
80%
100%
124
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)
Total Radio
6%
Total TV
14%
TV and
Radio
2%
TV only
6%
Radio only
2%
TV, Radio
and Print
<1%
TV and
Print
5%
App only
1%
Radio and
Print
1%
Print only
9%
Total Print
17%
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None
73%
125
B. Key message take-out
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’.
Figure 90: Unprompted message take-out for Quit for You Quit for Two television
advertisement
(Base: Respondents exposed to the advertisement) (Multiple response)
55%
52%
Don't smoke when pregnant
You should not smoke during or before pregnancy
because it affects the health of your baby
27%
18%
16%
Quit smoking
Call the Quitline
14%
10%
Smoking when pregnant is dangerous
14%
10%
Quit smoking and give your baby a healthy start
8%
Smoking causes serious illness
4%
Quitting benefits you and your baby
4%
Quit for You. Quit for Two.
18%
2%
0%
#2531
14%
6%
Quitting improves oxygen flow around your body
and to your baby
2013 Overall Burst 1 (n=22)
44%
10%
20%
30%
40%
50%
2013 Overall Burst 2 (n=50)
60%
126
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)
Don't smoke when pregnant
72%
Quit smoking and give your baby a healthy start
24%
Quit for You. Quit for Two.
21%
Quit smoking
21%
Smoking is dangerous/ bad
Smoking when pregnant increases the risk of
miscarriage
It's twice as important to get the help you need
when pregnant, or planning to be
If you smoke when pregnant toxic chemicals go into
your baby including some proven to cause cancer
Call the Quitline
Smoking when pregnant deprives your baby of
oxygen
12%
10%
5%
3%
3%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
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).
#2531
127
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)
Don't smoke when pregnant
40%
It's worth fighting cravings for cigarettes when
you're pregnant
40%
You should not smoke during or before pregnancy
because it affects the health of your baby
30%
Quitting smoking lowers the risk of miscarriage
and/or other serious health problems for your baby
25%
Quit smoking and give your baby a healthy start
25%
When you quit smoking, you get the toxins out of
your system
20%
Quit for You. Quit for Two.
20%
Quit smoking
15%
Other
20%
0%
13
10%
20%
30%
40%
50%
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).
#2531
128
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)
You should quit smoking for your baby
95
4
Your smoking affects your unborn baby
93
25
91
6 3
Every cigarette you smoke is damaging your unborn
child
There are many short and long term health benefits
to quitting smoking
84
Every cigarette you don't smoke, is doing you good
8
80
When you choose to quit smoking there is support
available
It's twice as important to get the help you need
when pregnant, or planning to be
11
77
20
54
Use the 4Ds to help with cravings (delay, deep
breathe, do something else, drink water)
43
Download the Quit for You Quit for Two app
42
8
20
74
Call the Quitline
7
41
53
48
3
6
5
4
10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
#2531
No
Don't know
129
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)
Was easy to understand
2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
Is believable
2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
Makes me stop and think
2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
9
14
36
Makes me feel worried
about my smoking
2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
5 14
8
23
38
Makes me more likely
to try to quit
2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
Taught me something new 2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
Relates to me
2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
Makes me feel uncomfortable 2013 Overall Burst 1 (n=22)
2013 Overall Burst 2 (n=50)
Doesn't affect me
2013 Overall Burst 1 (n=18)
2013 Overall Burst 2 (n=40)
9
77
26
23
16
68
18
32
38
26
55
50
9
18
22
18
28
2
32
30
18
11
28
14
12
45
30
28
50
5
4
34
23
22
27
22
28
32
20
50
34
6
5
30
38
23
5
4
18
24
30
14
8
5
10
5 5
14 2
68
9
10
5
6
9 5
10 4
60
5
10
28
35
6
10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongly Agree
#2531
Agree
Neither agree nor disagree
Disagree
Strongly disagree
130
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
Was easy to understand
28
Is believable
Makes me more likely to try to quit
Taught me something new
7
Relates to me
9
Makes me feel uncomfortable
9
0%
Agree
7
26
12
10%
30%
16
31
12
33
14
34
19
20%
14
33
14
7
29
43
40%
Neither agree nor disagree
5
23
16
33
21
28
11
36
16
7
12
37
9
Doesn't affect me
#2531
47
16
Makes me feel worried
about my smoking
7
66
9
Makes me stop and think
Strongly agree
57
50%
60%
Disagree
17
70%
80%
90%
100%
Strongly disagree
131
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
Was easy to understand
Is believable
30
Makes me stop and think
10
Doesn't affect me
10
0%
#2531
35
15
Relates to me
20
35
10
Makes me feel uncomfortable
30
20%
5
40
15
30
40%
Neither agree nor disagree
5
5
10
10
35
30
30%
5
35
10
20
15
25
10
30
10%
10
30
15
Taught me something new
5
45
20
Makes me feel worried
about my smoking
Agree
65
25
Makes me more likely
to try to quit
Strongly agree
65
15
30
50%
60%
Disagree
70%
10
80%
90%
100%
Strongly disagree
132
D. Direct measures of campaign impact
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
(Base: Respondents exposed to the campaign) (Multiple response)
14%
13%
Considered quitting
Cut down the amount I smoke
Stopped/ quit smoking
2%
8%
7%
8%
8%
Set a date to give up smoking
Discussed smoking and health with my partner/friend/family
6%
Changed the type of cigarettes I smoke
6%
Downloaded the Quit for You Quit for Two app
3%
Downloaded another smartphone app for quitting
2%
3%
Read how to quit literature
Accessed Quit information from a website
Visited the Quitnow website
Done nothing
Primary target audience (n=36)
#2531
2%
3%
61%
Broader audience (n=60)
70%
133
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
(Base: Respondents exposed to the campaign) (Multiple response)
19%
18%
Consider quitting
3%
Reduce the quantity of cigarettes I smoke
13%
14%
Stop/ quit smoking
3%
3%
5%
Discussed smoking and health with my partner/friend/family
3%
2%
Remain quit
3%
Ring the Quitline
Ask my doctor for help to quit
2%
58%
58%
No intentions
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Primary target audience (n=36)
#2531
Broader audience (n=60)
134
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.
#2531
135
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)
There is support and tools
available to help quit and
remain smoke-free
2013 Smokers Burst 1 (n=288)
18
66
95
2013 Smokers Burst 2 (n=302)
18
66
12 4
Eager for a life
without smoking
2013 Smokers Burst 1 (n=288)
19
2013 Smokers Burst 2 (n=302)
21
48
15 14 3
51
15 11
Have been thinking a lot
about quitting recently
2013 Smokers Burst 1 (n=288)
17
40
16
20 7
2013 Smokers Burst 2 (n=302)
18
41
15
21 5
Confident could quit
smoking if wanted to
2013 Smokers Burst 1 (n=288)
18
41
2013 Smokers Burst 2 (n=302)
15
0%
Strongly Agree
#2531
Agree
Neither agree nor disagree
42
20%
40%
Disagree
60%
26
11 3
25
16
80%
100%
Strongly disagree
136
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)
There is support and tools
available to help quit and
remain smoke-free
22
Exposed (n=77)
17
Not exposed (n=225)
27
Exposed (n=77)
Eager for a life
without smoking
Have been thinking a lot
about quitting recently
Confident could quit
smoking if wanted to
16
Not exposed (n=225)
Not exposed (n=225)
Strongly Agree
#2531
Agree
40
9
8
Neither agree nor disagree
40%
Disagree
22
16
29
60%
9
18 5
17
41
20%
16
17
45
13
0%
11 4
44
21
Exposed (n=77)
68
52
25
Exposed (n=77)
14 4
47
19
Not exposed (n=225)
60
5
17
16
80%
100%
Strongly disagree
137
Other attitudes towards smoking and quitting
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)
There are many benefits to quitting 2013 Burst 1 Overall (n=350)
smoking before and during pregnancy
2013 Burst 2 Overall (n=350)
and following birth
41
46
57
52
There are negative health impacts of 2013 Burst 1 Overall (n=350)
smoking before and during pregnancy
2013 Burst 2 Overall (n=350)
and around children
42
46
55
51
2013 Burst 2 Overall (n=350)
29
43
65
53
5
3
Quitting at any time during pregnancy 2013 Burst 1 Overall (n=350)
decreases the risk of harm to the
2013 Burst 2 Overall (n=350)
unborn child
30
39
66
56
2
4
Passive smoking affects pregnant
women and their unborn children
2013 Burst 1 Overall (n=350)
35
42
63
52
2
4
There are support and tools available
to help smokers quit
2013 Burst 1 Overall (n=350)
Quitting smoking improves oxygen
flow around your body and to your
baby
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
22
28
2013 Burst 2 Overall (n=350)
0%
Strongly Agree
#2531
Agree
Neither agree nor disagree
20%
69
66
40%
Disagree
60%
53
5
80% 100%
Strongly disagree
138
Figure 102: Attitudes towards smoking and quitting – high to moderate level of agreement
(Base: All respondents)
There are many benefits to quitting
smoking
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
31
37
61
56
7
7
Quitting will reduce your risk of
sickness caused by smoking
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
29
35
65
57
4
6
It's never too late to quit smoking
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
It's possible to quit smoking and
remain a non-smoker
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
15
20
Smoking is widely disapproved of in
Australia
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
16
18
Quitting smoking is easy
22
30
2013 Burst 1 Overall (n=350) 3 12 11
2013 Burst 2 Overall (n=350) 4 10 13
2013 Burst 1 Overall (n=350) 3 10
2013 Burst 2 Overall (n=350) 3 10
You should not quit smoking when
pregnant as the baby will suffer
withdrawal
2013 Burst 1 Overall (n=350)
9 10
2013 Burst 2 Overall (n=350) 3 4 11
0%
#2531
Agree
Neither agree nor disagree
54
53
67
61
The rewards of smoking outweigh
the negatives
Strongly Agree
68
61
57
54
15
15
37
40
36
34
13
15
20%
9 9
15 4
50
50
45
44
40%
Disagree
10
10 2
24
22
35
38
60%
80%
100%
Strongly disagree
139
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
Exposed (n=96)
86
Not exposed (n=254)
82
0
#2531
10
20
30
40
50
60
70
80
90
100
140
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)
(Base: All respondents)
There are many benefits to quitting
Exposed (n=96)
smoking before and during pregnancy
Not exposed (n=254)
and following birth
57
42
There are negative health impacts of
Exposed (n=96)
smoking before and during pregnancy
Not
exposed
(n=254)
and around children
Quitting smoking improves oxygen
flow around your body and to
your baby
Exposed (n=96)
Not exposed (n=254)
57
3
58
42
38
57
50
You should not quit smoking when
pregnant as the baby will suffer
withdrawals
Exposed (n=96) 3 5 9
Not exposed (n=254) 33 12
56
Neither agree nor disagree
3
4
60
40
37
0%
4
45
35
Exposed (n=96)
Not exposed (n=254)
#2531
38
41
Passive smoking affect pregnant
women and their unborn children
Agree
56
60
Quitting at any time during pregnancy
Exposed (n=96)
decreases the risk of harm to the
Not exposed (n=254)
unborn child
Strongly Agree
42
20%
57
41
46
40%
Disagree
22
42
42
36
60%
80%
100%
Strongly disagree
141
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%
68%
Improved fitness/ general health
Save money/ more money
63%
31%
27%
Kids/ family would like it
25%
21%
Improved lung function/breathing
13%
16%
Not smelling like smoke/ cigarettes
Decreased risk of cancer
9%
13%
Not being a bad role model to others in the
family or community
Decreased risk of premature death/ less likely to
die
6%
9%
Improved smell and taste
9%
7%
Stopping others from being exposed to cigarette
smoke (passive smoking)
77%
10%
9%
6%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
2013 Overall Burst 1 (n=350)
#2531
2013 Overall Burst 2 (n=350)
142
Perceived level of financial and health benefits from not smoking
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)
Perceived level of
financial benefits
2013 Burst 1 Overall (n=349)
Perceived level of
health benefits
2013 Burst 1 Overall (n=348)
13
13
2013 Burst 2 Overall (n=349)
28
24
16
16
2013 Burst 2 Overall (n=348)
29
26
30
30
28
32
3
5
27
24
2
3
26
26
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Extremely
Very much
Moderately
Slightly
Not at all
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
(Base: All respondents)
Perceived level of
financial benefits
Perceived level of
health benefits
Exposed (n=96)
Not exposed (n=253)
Exposed (n=96)
Not Exposed (n=252)
19
11
24
24
24
27
19
15
35
29
19
28
27
6
34
4
22
5
25
3
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Extremely
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Very much
Moderately
Slightly
Not at all
143
C. Awareness of health effects of smoking
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)
Lung cancer
Increased risk of harm
to baby if pregnant
Trouble breathing
Heart disease/
Heart attack
Increased risk of stroke
Illness and death
in non-smokers
99
99
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
98
98
2
2
97
94
2
24
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
4 7
3 7
87
86
4 9
3 11
71
73
2013 Burst 1 Overall (n=350)
2013 Burst 2 Overall (n=350)
0%
Yes
89
89
20%
No
40%
18
15
60%
11
12
80%
Don't know
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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100%
144
The results did not show a significant association between campaign exposure and
awareness.
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145
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)
2013 Smokers Burst 1 (n=288)
73
2013 Smokers Burst 2 (n=302)
72
0%
Yes
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23
21
5
8
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No
Don't know
146
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)
2013 Smokers Burst 1 (n=209)
8
2013 Smokers Burst 2 (n=216)
42
12
0%
10%
37
20%
30%
Within the next month
Sometime in the future, beyond 6 months
48
3
49
2
40% 50% 60% 70% 80%
Within the next 6 months
90% 100%
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)
Plan to quit
smoking?
(among smokers)
Planned timing to
quit
(among smokers
intending to quit)
Exposed (n=77)
74
Not exposed (n=225)
71
Exposed (n=57)
Not exposed (n=159)
23
8
39
36
16
10
22
7
35
54
4
2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Yes
No
Within the next month
Within the next 6 months
Sometime in the future, beyond 6 months
Don't know
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147
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)
Exposed (n=77)
58
13
29
Not exposed (n=225)
52
18
30
2013 Smokers Burst 2 (n=302)
54
17
29
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Likely
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Unlikely
Unsure
148
B. Smoking and health
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)
5
2013 Smokers Burst 1 (n=286)
47
42
4
2013 Smokers Burst 2 (n=301)
2
45
46
6
2013 Quitters Burst 1 (n=62)
23
40
50
5
2013 Quitters Burst 2 (n=48)
2
2013 Burst 1 Overall (n=348)
2013 Burst 2 Overall (n=349)
29
58
5
2
10
46
42
44
47
4
7
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Improved your life greatly
Neither improved nor lowered your quality of life
Lowered your quality of life greatly
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Improved your life
Lowered your quality of life
149
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)
Exposed (n=96)
10
29
Not exposed (n=252) 4
2013 Burst 2 Overall (n=348)
52
27
6
8
56
28
13
55
12
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A great deal
A fair amount
Just a little
Not at all
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)
Exposed (n=95)
5
Not exposed (n=252) 3
2013 Burst 2 Overall (n=347) 3
20
12
14
39
40
36
45
40
43
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A great deal
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A fair amount
Just a little
Not at all
150
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)
2013 Smokers Burst 1 (n=284)
8
2013 Smokers Burst 2 (n=302)
11
2013 Quitters Burst 1 (n=62)
3
2013 Quitters Burst 2 (n=47)
37
39
38
36
39
13
2013 Burst 1 Overall (n=346)
6
2013 Burst 2 Overall (n=349)
10
14
12 3
47
36
31
35
11
36
39
15
20
36
3
15
4
5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Certain
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Very likely
50/50
Not very likely
Not at all likely
151
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)
Exposed (n=96)
20
Not exposed (n=254)
11
2013 Burst 2 Overall (n=350)
13
38
41
40
29
14
38
10
36
11
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Very worried
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Moderately worried
A little worried
Not at all worried
152
VII.Media consumption and favourite media
A. Media consumption
As 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)
Use the Internet in English
78
Watch English commercial free-to-air
television channels 9, 7, 10, or SBS
47
Read English language newspapers
and magazines
17
Listen to English language
commercial radio stations
A few times a week
15
16
17
9
4 7
11
20
19
2
7 5
13
9
8
10
24
26
9
11
31
35
3 11
0%
Daily
31
17
Watch English Pay TV channels
Listen to radio in my own language
30
28
Use the Internet in my own language
Read newspapers and magazines in
my own language
18
24
44
16
49
28
50
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A few times a month
Once a month or less
Never
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).
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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 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).
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
(Base: All respondents)
2013 Burst 2 Overall (n=350)
23
0%
Yes
16
77
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No
Don't know
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 programs
CALD 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)
News
37%
MasterChef
20%
Home and Away
10%
The Big Bang Theory
9%
A Current Affair
7%
The Block
7%
Today Tonight
7%
Sports
7%
60 Minutes
6%
The Voice
6%
0%
5%
10%
15%
20%
25%
30%
35%
Table 6: Channel and day when program watched
TV Program
News
MasterChef
Home and Away
The Big Bang Theory
A Current Affair
The Block
Today Tonight
Sports
60 Minutes
The Voice
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Channel/ Day mostly watched
Most commonly on channel 7, 9 and 10 but viewed across all
channels, Mostly daily
Channel 10, Mostly daily
Channel 7, Weeknights
Channel 9, Weeknights
Channel 9, Mostly weeknights
Channel 9, Mostly daily
Channel 7, Weeknights
Mostly Channel 9, Weeknights
Channel 9, Sundays
Channel 9, Saturday to Monday
40%
157
C. Favourite newspapers/ magazines
Metropolitan 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)
mX
22%
Daily Telegraph
16%
SMH
15%
Herald Sun
11%
The Age
8%
Cosmpolitan
8%
Famous
8%
NW
6%
Local Newspaper
6%
ZOO
6%
0%
17
5%
10%
15%
CALD interviews were conducted in metro regions only (i.e. Sydney, Melbourne and Brisbane)
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20%
25%
158
D. Favourite websites
As 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)
Google
55%
Facebook
33%
eBay
25%
YouTube
22%
Gumtree
15%
ninemsn
13%
SMH
8%
Yahoo7
6%
news.com.au
6%
Asos
5%
0%
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10%
20%
30%
40%
50%
60%
159
E. Suggested placements for advertisements
Figure 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%
Commercial free-to-air television channels 9, 7, 10,or SBS
35%
Outdoor advertising like billboards and at bus stops
Magazines
27%
Online
26%
17%
Newspapers
16%
Commercial radio stations
14%
Medical centres and doctor's offices
13%
Pay TV channels
11%
Hospitals
9%
Shopping centres
5%
Public toilets
20%
Other
0%
10% 20% 30% 40% 50% 60% 70%
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%).
18
CALD interviews were conducted in metro regions only (i.e. Sydney, Melbourne and Brisbane)
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VI. Conclusions
Despite 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 antismoking 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 CALDspecific 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
163
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
2013 Smokers Burst 1 (n=288)
66
2013 Smokers Burst 2 (n=302)
34
84
2013 Quitters Burst 1 (n=62)
16
67
2013 Quitters Burst 2 (n=48)
33
76
2013 Overall Burst 1 (n=350)
24
66
2013 Overall Burst 2 (n=350)
0%
10%
20%
30%
Exposed
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34
40%
50%
60%
70%
80%
Not exposed
90%
100%
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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)
(Base: All respondents)
72
2013 Smokers Burst 1 (n=288)
64
2013 Smokers Burst 2 (n=302)
36
81
2013 Quitters Burst 1 (n=62)
19
67
2013 Quitters Burst 2 (n=48)
33
74
2013 Overall Burst 1 (n=350)
26
64
2013 Overall Burst 2 (n=350)
0%
10%
20%
30%
Exposed
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28
36
40%
50%
60%
70%
80%
Not exposed
90%
100%
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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
2013 Overall Burst 1 (n=350)
45
Print advertisement
39
2013 Overall Burst 2 (n=350)
61
2013 Overall Burst 1 (n=350)
48
52
2013 Overall Burst 2 (n=350)
50
50
Radio advertisement
2013 Overall Burst 1 (n=350)
6
94
2013 Overall Burst 2 (n=350)
5
95
Other advertisement
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Exposed
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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)
2013 Overall Burst 1 (n=350)
11
89
2013 Overall Burst 2 (n=350)
11
89
2013 Overall Burst 1 (n=250)
6
94
2013 Overall Burst 2 (n=250)
5
95
Family advertisement
Money advertisement
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Exposed
19
Not exposed
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.
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. 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 pass
Deep breath: Breathe slowly and deeply
Do 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
Creative materials: Print
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. Background
The 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.
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.
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B. Methodology
Consistent 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.
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.
C. Campaign awareness and direct measures of campaign
impact
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.
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. 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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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 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. Conclusions
Overall, 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
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they were intending to take action in the next month as a result of exposure to the
campaign.
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. Background
The 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:
 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 amongst Aboriginal and/ or Torres Strait Islander
Australians aged 16-40 years.
B. Methodology
This 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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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.
C. Campaign awareness and direct measures of campaign
impact
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.
D. 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 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).
E. Indirect measures of campaign impact – Behaviour,
experiences and beliefs
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. Conclusions
Taken 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. Background
The 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:
 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 amongst CALD Australians aged 16-40.
B. Methodology
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 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. Conclusions
Respondents 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 Component
Department 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, Continue
2. 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, Continue
2. Make appointment
3. Respondent refusal (Thank and end interview: “Thanks for your time.”)
SCREENING FOR ELIGIBILITY
Age Screening
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.
(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. 16-17
3. 18-24
4. 25-29
5. 30-34
6. 35-40
7. (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 PREGNANT
S5. 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. Yes
2. 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. Daily
2. At least weekly (but not daily)
3. At least monthly (but not weekly)
4. Less often than monthly
97. Not at all
99. (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…
READ OUT. SINGLE ANSWER ONLY
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1. Daily
2. At least weekly (but not daily)
3. At least monthly (but not weekly)
4. Less often than monthly
97. Not at all
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) THEN QUALIFIES FOR SURVEY
AS ‘SMOKER DURING RECENT PREGNANCY’ - CONTINUE TO S7
PREGNANCY INTENTION
S6. 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 - Terminate
2. I don’t really want to get pregnant in the next 2 years - Continue
3. I wouldn’t mind too much if I got pregnant in the next 2 years. – Continue
4. 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…
READ OUT. SINGLE ANSWER ONLY
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. Daily
2. 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?
READ OUT. SINGLE ANSWER ONLY
1. I have not thought about quitting smoking
2. I thought about quitting, but did not actually try to quit
3. I tried to quit, but started smoking again
97. (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. Yes
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 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 ago
2. 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 DEFINITIONS
REGULAR 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 pregnant
Which 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 ELIGIBILITY
PREGNANT 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 postcode
2. 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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM RANGE
1. Record number of cigarettes per week :
2. Refused
(ASK ALL)
Q3 Did any of your parents or guardians ever smoke?
1. Yes
2. No, never
99. Can’t say
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(ASK ALL)
Q4 Do you have a husband or partner?
1. Yes
2. No (GO TO Q6)
99. Refused
IF YES AT Q4 ASK:
Q5 Do they smoke?
1. Yes
2. No
99. Can’t say
QUITTING STATUS & EXPERIENCE – RECENT QUITTERS
IF 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. Refused
99. Can’t say
Q7 Is it likely or unlikely that you’ll be able to continue not smoking?
(ENCOURAGE BEST GUESS)
1. Likely
2. Unlikely
99. Can’t say
Q8 What, if anything, specifically prompted you to quit smoking?
DO NOT READ OUT. MULTIPLES ACCEPTED
1.
2.
3.
4.
5.
6.
7.
8.
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Health & Fitness
Asthmatic/ trouble breathing
Had a cough/ cold/ flu/ chest infection
Health scare (E.g. pneumonia, coughing fits)
Heart attack
Decline in health/ bad for my health
Affecting my fitness
Other health or fitness reason (SPECIFY)
Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
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9. I became pregnant
10. I am planning on becoming pregnant
11. My partner/ relative/ friend became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (E.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
24. Health warning advertisements/ anti-smoking advertisements/ health
information
25. Smoking support groups/ programs
26. GP or other health worker advice
27. Visiting the Quitnow Website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,
inhaler, lozenges etc.)
96. Other (SPECIFY)
97. No particular reason
99. Can't say
CURRENT SMOKERS’ QUITTING ATTEMPTS & EXPERIENCE
IF 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. Yes
2. 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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198
2. Twice
3. Three times
4. Four times
5. Five times
6. 6-10 times
7. More than 10 times
99. 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. Refused
99. Can’t say
Q12
Thinking about the last time you quit smoking, what, if anything, made you quit?
Health & Fitness
1. Asthmatic/ trouble breathing
2. Had a cough/ cold/ flu/ chest infection
3. Health scare (E.g. pneumonia, coughing fits)
4. Heart attack
5. Decline in health/ bad for my health
6. Affecting my fitness
7. Other health or fitness reason (SPECIFY)
8. Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning on becoming pregnant
11. My partner/relative/ friend became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (E.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
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Commercial-in-Confidence
199
24. Health warning advertisements/ anti-smoking advertisements/health
information
25. Smoking support groups/programs
26. GP or other health worker advice
27. Visiting the Quitnow Website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,
inhaler, lozenges etc.)
96. Other (SPECIFY)
97. No particular reason
98. 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. Refused
99. 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 Aids
1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges etc.)
2. Used Zyban
3. Used Champix
4. Used a smartphone app
5. E-cigarettes
Advice
6. Rang the Quitline
7. 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 Quitcoach
11. Visited the Quitnow website
12. Got support from family/ friends
13. Talked to midwife about quitting
14. Enrolled in or discussed Antenatal (post-birth) Smokefree Pregnancy Program
No quitting aids or advice
15. Reduced the amount of cigarettes I smoke/ cut down
16. Gave up on my own
Other
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Commercial-in-Confidence
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 Q21
Q15 During the past 6 months has anybody you know been trying to get you to quit
smoking?
1. Yes
2. 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/ spouse
2. Child/ children
3. Sibling (brother or sister)
4. Parents/ guardians
5. Other family member (e.g. aunts and uncles)
6. Friend/ flatmate/ work colleague
7. Doctor/ medical practitioner/ health worker/ midwife
96. Other (SPECIFY) :
99. Don’t know
(ASK CURRENT SMOKERS)
Q17 Do you intend to quit smoking?
1. Yes
2. 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 month
2. Within the next 6 months
3. Sometime in the future, beyond 6 months
99. (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. Yes
2. No
99. (DO NOT READ OUT) Don't know
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200
Commercial-in-Confidence
201
(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. Likely
2. Unlikely
99. 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 greatly
2. Improved it
3. Neither improved nor lowered your quality of life
4. Lowered it
5. Lowered it greatly
98. (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
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
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 OUT
1. Not at all likely
2. Not very likely
3. 50/ 50
4. Very likely
5. Certain
99. (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 worried
2. A little worried
3. Moderately worried
4. 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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203
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 recently
b. You are eager for a life without smoking
c. You are confident you could quit smoking if you wanted to
d. There is support and tools available to help you quit and remain smoke-free
(RESPONSE FRAME)
1.
Strongly Agree
2.
Agree
3.
Neither Agree nor Disagree
4.
Disagree
5.
Strongly Disagree
99. (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 Australia
b.
The rewards of smoking outweigh the 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.
There are negative health impacts of smoking before and during pregnancy and
around children
h.
There are many benefits to quitting smoking before and during pregnancy and
following birth
i.
Passive smoking affects pregnant women and their unborn children
j.
Quitting at any time during pregnancy decreases the risk of harm to the unborn
child
k.
Quitting smoking improves oxygen flow around your body and to your baby
l.
You should not quit smoking when pregnant as the baby will suffer withdrawals
m. There are support and tools available to help smokers quit
n.
It’s possible to quit smoking and remain a non-smoker
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204
(RESPONSE FRAME)
1.
Strongly agree
2.
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)
Q28 In your opinion, what, if any, are the benefits to you of quitting smoking?
DO NOT READ OUT. MULTIPLES ACCEPTED.
1. Decreased risk of premature death/ less likely to die
2. Decreased risk of cancer
3. Decreased risk of stroke
4. Decreased risk of heart disease
5. Decreased risk of other diseases/ illness/ getting sick
6. Improved smell and taste
7. Improved lung function/ breathing
8. Improved blood flow to the skin
9. Improved fitness/ general health
10. Save money/ more money
11. Kids/ family would like it
12. Not being a bad role model to others in the family or community
13. Stopping others from being exposed to cigarette smoke (passive smoking)
14. Easier when going out
15. Public perception
16. Not smelling like smoke/ cigarettes
17. Fewer complications during pregnancy (general)
18. Decreased risk of miscarriage
19. Decreased risk of premature labour/ birth
20. Decreased risk of ectopic pregnancy
21. Better for baby/ Healthier baby (general)
22. Decreased risk of SIDS (Sudden Infant Death Syndrome)
23. Decreased risk of baby with low birth weight
24. Decreased risk of baby getting infection
25. Decreased risk of baby having breathing difficulties
26. Decreased risk of baby developing cleft lip/ cleft palate
27. Decreased risk of baby having asthma/ impaired lung function later in life
28. Other benefit (SPECIFY) :
29. No benefits
99. Don’t know
98. Refused
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Commercial-in-Confidence
205
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 miscarriage
3. Decreased risk of premature labour/ birth
4. Decreased risk of ectopic pregnancy
5. Better for baby/ Healthier baby (general)
6. Decreased risk of SIDS (Sudden Infant Death Syndrome)
7. Decreased risk of baby with low birth weight
8. Decreased risk of baby getting infection
9. Decreased risk of baby having breathing difficulties/ asthma
10. Decreased risk of baby developing cleft lip/ cleft palate
11. Decreased risk of baby having asthma/ impaired lung function later in life
12. Other benefit (SPECIFY) :
13. No benefits
99. Don’t know
98. 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 all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (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
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AWARENESS OF HEALTH EFFECTS OF SMOKING
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Commercial-in-Confidence
206
(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 miscarriage
g.
Increased risk of premature labour
h.
increased the risk of infection and breathing problems due to low birth weight
i.
increased risk of SIDS (Sudden Infant Death Syndrome)
j.
increased risk of ectopic pregnancy
(RESPONSE FRAME)
1.
Yes
2.
No
99. 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.
2.
3.
4.
5.
#2531
Partner/ spouse
Child/ children
Sibling (brother or sister)
Parents/ guardians
Other family member (e.g. aunts and uncles)
Commercial-in-Confidence
207
6. Friend/ flatmate/ work colleague
7. Doctor/ medical practitioner/ health worker/ midwife
97. Other (SPECIFY) :
99. Don’t know
98. 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. Yes
2. 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 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
98. 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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Commercial-in-Confidence
208
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?
READ OUT. MULTIPLES ACCEPTED.
A. On TV
B. On the internet (Where on the internet? - specify)
C. Somewhere else (Specify)
(RESPONSE FRAME)
1. Yes
2. No
99. (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 illness
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. Quitting smoking improves oxygen flow around your body and to your baby
5. Quitting smoking lowers the risk of miscarriage
6. Quitting smoking lowers the risk of premature labour
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 good
10. It’s twice as important to get the help you need when pregnant, or planning to
be
11. Every cigarette you don’t smoke is doing you good
12. Smoking is dangerous/ bad
13. Quit for You. Quit for Two.
14. Quit smoking
15. Quit smoking and give your baby a healthy start
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. Support is available
20. Smoking when pregnant is dangerous
21. When you quit smoking you get the toxins out of your body
22. Quitting benefits you and your baby
23. Other (SPECIFY) :
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Commercial-in-Confidence
209
(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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
h.
...makes me more likely to <try to quit / want to stay quit>
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (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.
2.
3.
4.
5.
99.
98.
AD8
#2531
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
(Don’t know)
(Refused)
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
Commercial-in-Confidence
210
to Quit for You Quit for Two. Assistance is offered via Quitline and a free smartphone
app.
Have you heard this ad?
1.
2.
99
98
Yes
No (GO TO AD11)
Don’t know (GO TO AD11)
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 pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. It’s worth fighting cravings for cigarettes when you’re pregnant
5. When you quit smoking, you get the toxins out of your system
6. Quitting smoking lowers the risk of miscarriage and/or other serious health
problems for your baby
7. Smoking is dangerous/ bad
8. Quit for You. Quit for Two
9. Quit smoking
10. Quit smoking and give your baby a healthy start
11. It’s twice as important to get the help you need when pregnant, or planning to
be
12. Call the Quitline
13. Download the free phone app to help you quit
14. Visit the Quitnow website
15. 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)?
(STATEMENTS)
a.
...was easy to understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
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Commercial-in-Confidence
h.
i.
211
...makes me more likely to <try to quit / want to stay quit>
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
(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 magazine
2. Yes – seen in newspaper
3. Yes – seen online
4. Yes – in shopping centre bathroom
5. Yes – seen, but not sure where
6. 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.
2.
3.
4.
Smoking causes cancer (unspecific)
Don’t smoke when pregnant
Smoking when pregnant deprives your baby of oxygen
If you smoke when pregnant toxic chemicals go into your baby including some
proven to cause cancer
5. Smoking when pregnant increases the risk of miscarriage
6. Smoking when pregnant increases the risk of premature labour
7. Smoking when pregnant increases the risk of ectopic pregnancy
8. 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/ bad
12. Quit for You. Quit for Two
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Commercial-in-Confidence
212
13. Quit smoking
14. Quit smoking and give your baby a healthy start
15. It’s twice as important to get the help you need when pregnant, or planning to
be
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. 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
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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
h.
...makes me more likely to <try to quit / want to stay quit>
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. 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 it
2. 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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Commercial-in-Confidence
213
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 useful
2. Somewhat useful
3. Not at all useful
99. (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 easy
2. Easy
3. Neither easy nor difficult
4. Difficult
5. Very difficult
99. (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 pregnancy
2. I used the app from time to time throughout my pregnancy
3. I stopped using the app after a while
4. I never really used the app after downloading it
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD18 How frequently did you use the app?
1. Daily
2. At least weekly (but not daily)
3. Less often than weekly
4. Not at all
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
IF AD18>3, GO TO AD21
AD19 Which of the following was the most valuable feature of the app?
1. Daily tips
2. Baby growth
3. Savings
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4. Games
5. Other (SPECIFY) :
99. (DO NOT READ OUT) Don’t know
98. (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 know
98. (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 know
98. (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 know
98. (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 smoking
b.
Your smoking affects your unborn baby
c.
You should quit smoking for your baby
d.
Every cigarette you don’t smoke, is doing you good
e.
Every cigarette you smoke is damaging your unborn child
f.
Call the Quitline
g.
Download the Quit for You Quit for Two app
h.
When you choose to quit smoking there is support available
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i.
j.
215
Use the 4D’s to help with cravings (delay, deep breathe, do something else and
drink water)
It’s twice as important to get the help you need when pregnant, or planning to
be
(RESPONSE FRAME)
1.
Yes
2.
No
99.
Don’t know
98.
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.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
99.
98.
Considered quitting
Downloaded the Quit for You Quit for Two app
Downloaded another smartphone app for quitting
Discussed smoking and health with my partner/ friend/ family
Changed the type of cigarettes I smoke
Cut down the amount I smoke
Stopped/ quit smoking
Rang the Quitline
Read "how to quit" literature
Accessed Quit information from a website
Visited the Quitnow website
Asked my doctor for help to quit
Began taking Nicotine replacement therapy (NRT), or other pharmaceutical
stop smoking product
Set a date to give up smoking
Asked my pharmacist/other health professional for advice on quitting
Other (SPECIFY) :
Done nothing
(Don’t know)
(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?
MULTIPLES ACCEPTED. DO NOT READ OUT.
1.
2.
3.
4.
5.
#2531
Consider quitting
Download the Quit for You Quit for Two app
Download other quitting apps
Discuss smoking and health with my partner/ friend/ family
Change the type of cigarettes I smoke
Commercial-in-Confidence
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
99.
98.
216
Reduce the quantity of cigarettes I smoke
Stop/ quit smoking
Ring the Quitline
Read "how to quit" literature
Visited the Quitnow website
Access Quit information from a website
Ask my doctor for help to quit
Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop
smoking products
Other (SPECIFY) :
No intentions
(Don’t know)
(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.
2.
3.
4.
5.
6.
7.
8.
Commercial free-to-air television channels 9, 7, 10,or SBS (and their digital
channels)
Pay TV channels
Commercial radio stations
Newspapers
Magazines
Online
Outdoor advertising like billboards and at bus stops
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.
2.
3.
4.
99.
98.
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Smoke anywhere inside the house
Smoke inside the house, but only in certain rooms, or
Smoke outside only
(DO NOT READ OUT) Smoking not allowed inside or outside
(DO NOT READ OUT) Don’t know
(DO NOT READ OUT) Refused
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217
DEMOGRAPHICS
(ASK ALL)
Now I just have a few simple questions about your use of TV, radio, magazines and the
internet.
D1
a.
b.
c.
d.
e.
f.
How often do you:
Watch commercial free-to-air television channels 9, 7, 10, or SBS (and their digital
channels)?
Watch Pay TV channels?
Listen to commercial radio stations?
Read newspapers?
Read magazines?
Use the Internet to search for information or to read articles or view video clips?
(RESPONSE FRAME)
1. Daily
2. A few times a week
3. A few times a month
4. Once a month or less
5. Never
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(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 No
99 (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
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Do you speak a language other than English at home?
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218
1. Yes – please specify
2. No
98. Refused
99. 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.
2.
3.
4.
5.
6.
7.
D6
Under $30,000
$30,000 to under $60,000
$60,000 to under $90,000
$90,000 to under $120,000
$120,000 to under $150,000
$150,000 or more
(Refused)
What is the main income earner's job? PROBE IF NECESSARY.
IF RETIRED OR NOT CURRENTLY WORKING, PROBE FOR PREVIOUS OCCUPATION IF
ANY
8. Manager
9. Professional
10. Technician or trades worker
11. Community or personal service worker
12. Clerical or administrative worker
13. Sales worker
14. Machinery operator or driver
15. Labourer
16. Student
96. Other (SPECIFY) :
97. No occupation (excludes students)
98. Refused
99. Can’t say
D7
Are there any people aged under 18 years of age living in this household?
1. Yes
2. No
98. Refused
99. Can’t Say
D8
Can you please tell me what is your highest level of education?
1. Some primary school
2. Finished primary school
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3. Some secondary school
4. Finished secondary school
5. Apprenticeship, trade, certificate
6. Some tertiary education (university, tafe or college)
7. Finished tertiary education
8. 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. Arthritis
2. Asthma
3. Heart disease
4. Have had, or at risk of, stroke
5. Chronic kidney disease
6. Cancer of any kind
7. Mental Health problems such as Depression
8. Type 2 Diabetes
9. Oral Disease (E.g. Gum disease)
10. Osteoporosis
97. (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.
#2531
Commercial-in-Confidence
IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:
www.quitnow.info.au
Quitline 131 848
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220
Commercial-in-Confidence
221
Family members
NTC Special Audiences – Partners/family members of women ‘at
risk’
Department 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: <RELATIONSHIP & NAME OF REFERRER> thought <HE/SHE> might be
interested in participating in our survey.
1. Yes, Continue
2. 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?
1. Yes, Continue
2. Make appointment
3. Respondent refusal (Thank and end interview: “Thanks for your time.”)
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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222
1. Yes
2. 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. No
3. Unsure
S5
Could you tell me, is a member of your family pregnant?
1. Yes (GO TO S13)
2. No
3. 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. Yes
2. 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. Daily
2. At least weekly (but not daily)
3. At least monthly (but not weekly)
4. Less often than monthly
97. Not at all
99. (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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223
2. At least weekly (but not daily)
3. At least monthly (but not weekly)
4. Less often than monthly
97. Not at all
99. (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. 16-17
3. 18-24
4. 25-29
5. 30-34
6. 35-40
7. (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 all
99. (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 ago
2. 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?
IF NECESSARY: This is just so we can look at the results across different areas.
1. Yes, Record postcode
2. No/ Refused
SMOKING BEHAVIOUR
(ASK ALL)
Q1
Now let’s talk about you. Do you smoke cigarettes?
1. Yes
2. No (GO TO Q4)
Q2
How often do you smoke? Do you smoke cigarettes…
READ OUT. SINGLE ANSWER ONLY
1.
2.
3.
4.
#2531
Daily
At least weekly (but not daily)
At least monthly (but not weekly)
Less often than monthly
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226
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. Yes
2. No
99. Can’t say
DAILY/ WEEKLY SMOKERS GO TO Q9
ALL ELSE CONTINUE
Q4
Have you ever smoked cigarettes at least weekly?
1. Yes
2. 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 ago
2. 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 Q9
RECENT QUITTERS GO TO Q6
OTHERS GO TO Q15
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QUITTING STATUS & EXPERIENCE – RECENT QUITTERS
IF 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. Refused
99. Can’t say
Q7
Is it likely or unlikely that you’ll be able to continue not smoking?
(ENCOURAGE BEST GUESS)
1. Likely
2. Unlikely
99. Can’t say
Q8
What, if anything, specifically prompted you to quit smoking?
DO NOT READ OUT. MULTIPLES ACCEPTED
Health & Fitness
Asthmatic/ trouble breathing
Had a cough/ cold/ flu/ chest infection
Health scare (E.g. pneumonia, coughing fits)
Heart attack
Decline in health/ bad for my health
Affecting my fitness
Other health or fitness reason (SPECIFY) :
Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning on becoming pregnant
11. My partner/ relative/ friend became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (E.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
1.
2.
3.
4.
5.
6.
7.
8.
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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
information
25. Smoking support groups/programs
26. GP or other health worker advice
27. Visiting the Quitnow Website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,
inhaler, lozenges etc.)
96. Other (SPECIFY) :
97. No particular reason
98. Can't say
CURRENT SMOKERS’ QUITTING ATTEMPTS & EXPERIENCE
IF 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. Yes
2. 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
2. Twice
3. Three times
4. Four times
5. Five times
6. 6-10 times
7. More than 10 times
99. 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. Refused
99. Can’t say
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Q12
229
Thinking about the last time you quit smoking, what, if anything, made you quit?
DO NOT READ OUT. MULTIPLES ACCEPTED
Health & Fitness
Asthmatic/ trouble breathing
Had a cough/ cold/ flu/ chest infection
Health scare (E.g. pneumonia, coughing fits)
Heart attack
Decline in health/ bad for my health
Affecting my fitness
Other health or fitness reason (SPECIFY) :
Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning on becoming pregnant
11. My partner/ relative/friend became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (E.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
24. Health warning advertisements/ anti-smoking advertisements/health
information
25. Smoking support groups/programs
26. GP or other health worker advice
27. Visiting the Quitnow Website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,
inhaler, lozenges etc.)
98. Other (SPECIFY) :
99. No particular reason
99. Can't say
1.
2.
3.
4.
5.
6.
7.
8.
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230
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. Refused
99. 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?
READ OUT. MULTIPLES ACCEPTED.
Quitting Aids
1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges etc.)
2. Used Zyban
3. Used Champix
4. Used a smartphone app
5. E-cigarettes
Advice
6. Rang the Quitline
7. 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 Quitcoach
11. Visited the Quitnow website
12. Got support from family/ friends
13. Talked to midwife about quitting
14. Enrolled in or discussed Antenatal (post-birth) Smokefree Pregnancy Program
No quitting aids or advice
15. Reduced the amount of cigarettes I smoke/ cut down
16. Gave up on my own
Other
96. 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
1. Improved it greatly
2. Improved it
3. Neither improved nor lowered your quality of life
4. Lowered it
5. Lowered it greatly
97. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
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>?
Would you say you are…
READ OUT
1. Not at all worried
2. A little worried
3. Moderately worried
4. Very worried
97. (DO NOT READ OUT) Not applicable
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
(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>?
Would you say you are…
READ OUT
1. Not at all worried
2. A little worried
3. Moderately worried
4. Very worried
97. (DO NOT READ OUT) Not applicable
98. (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. Yes
2. No
99. Can't say
ATTITUDES TOWARDS SMOKING AND QUITTING
(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 Australia
b.
The rewards of smoking outweigh the 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.
There are negative health impacts of smoking before and during pregnancy and
around children
h.
There are many benefits to quitting smoking before and during pregnancy and
following birth
i.
Passive smoking affects pregnant women and their unborn children
j.
Quitting at any time during pregnancy decreases the risk of harm to the unborn
child
k.
Quitting smoking improves oxygen flow around the body and to the baby
l.
You should not quit smoking when pregnant as the baby will suffer withdrawals
m. There are support and tools available to help smokers quit
n.
It’s possible to quit smoking and remain a non-smoker
(RESPONSE FRAME)
1.
Strongly agree
2.
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?
DO NOT READ OUT. MULTIPLES ACCEPTED.
1. Decreased risk of premature death/ less likely to die
2. Decreased risk of cancer
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3. Decreased risk of stroke
4. Decreased risk of heart disease
5. Decreased risk of other diseases/ illness/ getting sick
6. Improved smell and taste
7. Improved lung function/ breathing
8. Improved blood flow to the skin
9. Improved fitness/ general health
10. Save money/ more money
11. Kids/ family would like it
12. Not being a bad role model to others in the family or community
13. Stopping others from being exposed to cigarette smoke (passive smoking)
14. Easier when going out
15. Public perception
16. Not smelling like smoke/ cigarettes
17. Fewer complications during pregnancy (general)
18. Decreased risk of miscarriage
19. Decreased risk of premature labour/birth
20. Decreased risk of ectopic pregnancy
21. Better for baby/ Healthier baby (general)
22. Decreased risk of SIDS (Sudden Infant Death Syndrome)
23. Decreased risk of baby with low birth weight
24. Decreased risk of baby getting infection
25. Decreased risk of baby having breathing difficulties
26. Decreased risk of baby developing cleft lip/ cleft palate
27. Decreased risk of baby having asthma/ impaired lung function later in life
28. Other benefit (SPECIFY) :
29. No benefits
99. Don’t know
98. 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 miscarriage
3. Decreased risk of premature labour/birth
4. Decreased risk of ectopic pregnancy
5. Better for baby/ Healthier baby (general)
6. Decreased risk of SIDS (Sudden Infant Death Syndrome)
7. Decreased risk of baby with low birth weight
8. Decreased risk of baby getting infection
9. Decreased risk of baby having breathing difficulties/ asthma
10. Decreased risk of baby developing cleft lip/ cleft palate
11. Decreased risk of baby having asthma/ impaired lung function later in life
12. Other benefit (SPECIFY) :
13. No benefits
99. Don’t know
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98. Refused
AWARENESS OF HEALTH EFFECTS OF SMOKING
(ASK ALL)
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…
(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 miscarriage
g.
Increased risk of premature labour
h.
increased the risk of infection and breathing problems due to low birth weight
i.
increased risk of SIDS (Sudden Infant Death Syndrome)
j.
increased risk of ectopic pregnancy
(RESPONSE FRAME)
1.
Yes
2.
No
99. Don't know
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 people to quit smoking?
1. Yes
2. 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 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
(ASK ALL)
AD3 In the past 4 months, do you recall seeing any television advertising relating to
smoking and pregnancy?
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.
Have you seen this ad?
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
B. On the internet (Where on the internet? - specify)
C. Somewhere else (Specify)
(RESPONSE FRAME)
1. Yes
2. No
99. (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 illness
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. Quitting smoking improves oxygen flow around your body and to your baby
5. Quitting smoking lowers the risk of miscarriage
6. 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 good
10. It’s twice as important to get the help you need when pregnant, or planning to
be
11. Every cigarette you don’t smoke is doing you good
12. Smoking is dangerous/ bad
13. Quit for You. Quit for Two.
14. Quit smoking
15. Quit smoking and give your baby a healthy start
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. Support is available
20. Smoking when pregnant is dangerous
21. When you quit smoking you get the toxins out of your body
22. Quitting benefits you and your baby
23. Other (SPECIFY) :
(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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...relates to me
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
(RESPONSE FRAME)
1. Strongly agree
2. 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?
Do you strongly agree, agree, neither agree nor disagree, disagree or strongly
disagree?
1.
2.
3.
4.
5.
99.
98.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
(Don’t know)
(Refused)
(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.
Have you heard this ad?
1.
2.
99
98
Yes
No (GO TO AD11)
Don’t know (GO TO AD11)
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 pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby including some proven to cause cancer
4. It’s worth fighting cravings for cigarettes when you’re pregnant
5. 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/ bad
8. Quit for You. Quit for Two
9. Quit smoking
10. Quit smoking and give your baby a healthy start
11. It’s twice as important to get the help you need when pregnant, or planning to
be
12. Call the Quitline
13. Download the free phone app to help you quit
14. Visit the Quitnow website
15. 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)?
(STATEMENTS)
a.
...was easy to understand
b.
…taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
h.
...makes me more likely to <try to quit / want to stay quit>
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
(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 magazine
2. Yes – seen in newspaper
3. Yes – seen online
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4. Yes – in shopping centre bathroom
5. Yes – seen, but not sure where
6. 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.
2.
3.
4.
5.
6.
7.
8.
Smoking causes cancer (unspecific)
Don’t smoke when pregnant
Smoking when pregnant deprives your baby of oxygen
If you smoke when pregnant toxic chemicals go into your baby
Smoking when pregnant increases the risk of miscarriage
Smoking when pregnant increases the risk of premature labour
Smoking when pregnant increases the risk of ectopic pregnancy
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/ bad
12. Quit for You. Quit for Two
13. Quit smoking
14. Quit smoking and give your baby a healthy start
15. It’s twice as important to get the help you need when pregnant, or planning to
be
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. 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
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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...relates to me
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Commercial-in-Confidence
f.
g.
h.
i.
j.
240
...makes me feel worried about my <past> smoking <if a current smoker or
recent quitter only>
...makes me more likely to <try to quit / want to stay quit> <if a current smoker
or recent quitter only>
… makes me feel worried about my partner’s <OR pregnant family member’s>
smoking
… makes me more likely to encourage my partner <OR pregnant family
member> to quit smoking
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
(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 it
2. Yes – My partner downloaded it
3. Yes – I saw it on someone else’s (i.e. not partner) phone
4. Yes – I saw it in an ad
5. No
99. Don’t know
98. Refused
Key Campaign Message Takeouts
(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT
OF THE NATIONAL TOBACCO CAMPAIGN)
AD15 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?
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(STATEMENTS)
a.
There are many short and long term health benefits to quitting smoking
b.
Smoking affects an unborn baby
c.
Pregnant women should quit smoking for their baby
d.
Every cigarette you don’t smoke, is doing you good
e.
Every cigarette a pregnant woman smokes is damaging her unborn child
f.
Call the Quitline
g.
Download the Quit for You Quit for Two app
h.
When you choose to quit smoking there is support available
i.
Encourage your partner <OR pregnant family member> to quit smoking for the
sake of the baby
j.
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
(RESPONSE FRAME)
1. Yes
2. No
99. Don’t know
98. Refused
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.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
#2531
Considered quitting
Encouraged my partner<OR pregnant family member> to download the Quit
for You Quit for Two app.
Downloaded the Quit for You Quit for Two app
Downloaded other quitting apps
Discussed smoking and health with my partner <OR pregnant family member>
Discussed smoking and health with someone other than my partner <OR
pregnant family member>
Encouraged my partner <OR pregnant family member> to quit smoking
Cut down the amount I smoke
Stopped/ quit smoking
Encouraged my partner<OR pregnant family member> to ring the “Quit” help
line
Rang the Quitline
Read "how to quit" literature
Accessed Quit information from a website
Encouraged my partner<OR pregnant family member> to visit the Quitnow
website
Visited the Quitnow website
Commercial-in-Confidence
16.
17.
18.
19.
20.
21.
99.
98.
242
Asked my doctor for help to quit
Asked my pharmacist/ other health professional for advice on quitting
Began taking Nicotine replacement therapy (NRT), or other pharmaceutical
stop smoking product
Set a date to give up smoking
Other (SPECIFY) :
Done nothing
(Don’t know)
(Refused)
(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT
OF THE NATIONAL TOBACCO CAMPAIGN)
AD17 What, if anything, will you do in the next month in response to seeing these ads?
MULTIPLES ACCEPTED. DO NOT READ OUT.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
99.
98.
#2531
Consider quitting
Encourage my partner<OR pregnant family member> to download the Quit for
You Quit for Two app
Download the Quit for You Quit for Two app
Download other quitting apps
Discuss smoking and health with my partner <OR pregnant family member>
Discuss smoking and health with someone other than my partner <OR
pregnant family member>
Encourage my partner <OR pregnant family member> to quit smoking
Cut down the amount I smoke
Stop/ quit smoking
Encourage my partner<OR pregnant family member> to ring the “Quit” help
line
Ring the Quitline
Read "how to quit" literature
Access Quit information from a website
Encourage my partner<OR pregnant family member> to visit the Quitnow
website
Visit the Quitnow website
Ask my doctor for help to quit
Ask my pharmacist/ other health professional for advice on quitting
Begin taking Nicotine replacement therapy (NRT), or other pharmaceutical stop
smoking product
Other (SPECIFY)
No intentions
(Don’t know)
(Refused)
Commercial-in-Confidence
243
ENVIRONMENTAL TOBACCO SMOKE
(ASK ALL)
AD18 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.
2.
3.
4.
99.
98.
Smoke anywhere inside the house
Smoke inside the house, but only in certain rooms, or
Smoke outside only
(DO NOT READ OUT) Smoking not allowed inside or outside
(DO NOT READ OUT) Don’t know
(DO NOT READ OUT) Refused
DEMOGRAPHICS
(ASK ALL)
To make sure we’ve spoken with a good range of people, I’d like to ask you a few final
questions.
D1
Do you speak a language other than English at home?
1. Yes – please specify
2. No
98. Refused
99. 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.
2.
3.
4.
5.
6.
7.
D3
Under $30,000
$30,000 to under $60,000
$60,000 to under $90,000
$90,000 to under $120,000
$120,000 to under $150,000
$150,000 or more
(Refused)
What is the main income earner's job? PROBE IF NECESSARY.
IF RETIRED OR NOT CURRENTLY WORKING, PROBE FOR PREVIOUS OCCUPATION IF
ANY
1. Manager
2. Professional
3. Technician or trades worker
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4. Community or personal service worker
5. Clerical or administrative worker
6. Sales worker
7. Machinery operator or driver
8. Labourer
9. Student
96. Other (SPECIFY) :
97. No occupation (excludes students)
98. Refused
99. Can’t say
D4
Are there any people aged under 18 years of age living in this household?
1. Yes
2. No
98. Refused
99. Can’t Say
D5
And finally, can you please tell me what is your highest level of education?
1. Some primary school
2. Finished primary school
3. Some secondary school
4. Finished secondary school
5. Apprenticeship, trade, certificate
6. Some tertiary education (university, tafe or college)
7. Finished tertiary education
8. 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. Male
2. 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.
Can I just confirm your name and phone number?
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.
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.
IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:
www.quitnow.info.au
Quitline 131 848
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Aboriginal and Torres Strait Islander audience component
Screener
NTC Special Audiences – Aboriginal and Torres Strait Islander Component
Department 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.
2.
3.
S2
Yes, Record Number
None (Thank and end interview: “Sorry, but we need to speak to
Aboriginal or Torres Strait Islander people aged 16 to 40.”)
Refused (Thank and end interview: “Sorry, but we need to speak to
Aboriginal or Torres Strait Islander people aged 16 to 40.”)
Of those people, how many currently smoke cigarettes?
1. Yes, Record Number
2. None
3. 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 Number
2. None
3. 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
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Are you of Aboriginal or Torres Strait Islander background?
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247
1. Yes
2. No
3. Refused
(ASK ALL)
S5 Could you please tell me your age?
1. Record exact age: (MUST BE AGED 16-40 TO BE PERSONALLY ELIGIBLE) (SKIP
TO S7)
2. Refused
(ASK IF REFUSED AGE)
S6 Could you tell me which of the following age groups you are in?
1. Under 16 (NOT PERSONALLY ELIGIBLE)
2. 16-17
3. 18-24
4. 25-29
5. 30-34
6. 35-40
98. (41 years or older) (NOT PERSONALLY ELIGIBLE)
99. (Refused)
S7
RECORD SEX OF RESPONDENT (do not read out)
1. Male
2. 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. Continue
2. Make appointment to speak to selected 16-40 year old
3. 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
(ASK IF REFUSED AGE)
S9 Could you tell me which of the following age groups you are in?
1. Under 16 (Thank and end interview)
2. 16-17
3. 18-24
4. 25-29
5. 30-34
6. 35-40
98. (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…
READ OUT. SINGLE ANSWER ONLY
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?
READ OUT. SINGLE ANSWER ONLY
1. I have not thought about quitting smoking
2. I thought about quitting, but did not actually try to quit
3. I tried to quit, but started smoking again
97. (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?
1. Yes
2. No, never
99. Can’t say
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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. Yes
2. No – it was 12 months ago or longer
99. 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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
1. Record number of cigarettes per week :
2. Refused
(ASK ALL)
SS7 Did any of your family who live in your house ever smoke?
1. Yes
2. No, never
99. Can’t say
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Please proceed to (& attach this screener to) the relevant questionnaire:
either SMOKER OR RECENT QUITTER
INTERVIEWER CHECK : SMOKING DEFINITIONS
REGULAR SMOKER (SS1=1 OR 2) – USE SMOKER SURVEY
Daily smoker (SS1=1)
Weekly smoker (SS1=2)
RECENT QUITTER (SS1=97 AND SS4=1) –USE RECENT QUITTER SURVEY
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Smokers
NTC Special Audiences – Aboriginal and Torres Strait Islander Component
Department of Health and Ageing
SMOKERS
FINAL
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. Yes
2. No (GO TO Q7)
99. Can’t Say (GO TO Q7)
Q2
How many times have you tried to quit smoking?
IF UNSURE: Your best guess will do
1. Once
2. Twice
3. Three times
4. Four times
5. Five times
6. 6-10 times
7. More than 10 times
99. Can’t say
Q3
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. Refused
99. Can’t say
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Q4
252
Thinking about the last time you quit smoking, what, if anything, made you
quit?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
Health & Fitness
1. Asthmatic/ trouble breathing
2. Had a cough/ cold/ flu/ chest infection
3. Health scare (E.g. pneumonia, coughing fits)
4. Heart attack
5. Decline in health/ bad for my health
6. Affecting my fitness
7. Other health or fitness reason
(SPECIFY) :
8. Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning to become pregnant
11. My partner became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (e.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
24. Health warning advertisements/ anti-smoking advertisements/ health
information
25. Smoking support groups/ programs
26. GP or other health worker advice
27. Visited the Quitnow website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,
inhaler, lozenges etc.)
96. Other (SPECIFY):
97. No particular reason
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98.
Q5
253
Can't say
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. Refused
99. 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 Aids
1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges
etc.)
2. Used Zyban
3. Used Champix
4. Used a smartphone app
5. E-cigarettes
Advice
6. Rang the Quitline
7. 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 Quitcoach
11. Got support from family/ friends
12. Visited the Quitnow website
No quitting aids or advice
13. Gave up on my own
Other
96. 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?
1. Yes
2. No (GO TO Q9)
99. Can't say (GO TO Q9)
(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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254
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1. Partner/ spouse
2. Child/ children
3. Sibling (brother or sister)
4. Parents/ guardians
5. Other family member (e.g. aunts and uncles)
6. Friend/ flatmate/ work colleague
7. Doctor/ medical practitioner/ health worker
96. Other (SPECIFY) :
99. Don’t know
(ASK ALL)
Q9
Do you plan to quit smoking?
1. Yes
2. No (GO TO Q11)
99. Don't know (GO TO Q11)
(ASK CURRENT SMOKERS WHO INTEND TO QUIT).
Q10 Are you planning to quit . . .
READ OUT
1. Within the next month
2. Within the next 6 months
3. Sometime in the future, beyond 6 months
99. (DO NOT READ OUT) Don't know
(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?
1. Likely
2. Unlikely
99. Can't say
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.
2.
3.
4.
5.
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Improved it greatly
Improved it
Neither improved nor lowered your quality of life
Lowered it
Lowered it greatly
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255
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
Q13
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
Q14
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
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 likely
2. Not very likely
3. 50/ 50
4. Very likely
5. Certain
99. (DO NOT READ OUT) Can't say
Q16 How worried are you, if at all, that smoking WILL damage your health in the
future?
Would you say you are…
READ OUT
1. Not at all worried
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2. A little worried
3. Moderately worried
4. 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.
b.
c.
d.
You’ve been thinking a lot about quitting recently
You are eager for a life without smoking
You are confident you could quit smoking if you wanted to
There is support and tools available to help you quit and remain smoke-free
(RESPONSE FRAME)
1. Strongly agree
2. 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 community
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
(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 die
2. Decreased risk of cancer
3. Decreased risk of stroke
4. Decreased risk of heart disease
5. Decreased risk of other diseases/ illness/ getting sick
6. Improved smell and taste
7. Improved lung function/ breathing
8. Improved blood flow to the skin
9. Improved fitness/ general health
10. Fewer complications during pregnancy/ healthier baby
11. Save money/ more money
12. Kids/ family would like it
13. Not being a bad role model to others in the family or community
14. Stopping others from being exposed to cigarette smoke (passive smoking)
15. Easier when going out
16. Not smelling like smoke/ cigarettes
17.
Other benefit (SPECIFY):
18. No benefits
99. Don’t know
98. Refused
Q20
How much do you think you would benefit financially if you were to quit
smoking in the next 6 months?
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
Q21
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How much do you think your health would benefit if you were to quit smoking
in the next 6 months?
257
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258
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(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. Yes
2. No
3. Don’t know
b.
Lung cancer?
1. Yes
2. No
3. Don’t know
c.
Trouble breathing?
1. Yes
2. No
3. Don’t know
d.
Increased risk of stroke?
1. Yes
2. No
3. Don’t know
e.
Illness and death in non-smokers?
1. Yes
2. No
3. Don’t know
f.
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Increased risk of harm to baby if pregnant?
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1. Yes
2. No
3. Don’t know
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 pregnant
3. No
99. (DO NOT READ OUT) Don't know
98. (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
1. Not at all
2. Just a little
3. A fair amount
4. A great deal
5. (DO NOT READ OUT) Not applicable
99. (DO NOT READ OUT) Refused
98. (DO NOT READ OUT) Don't know
(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 years
2. I don’t really want to get pregnant in the next 2 years
3. I wouldn’t mind too much if I got pregnant in the next 2 years
4. I would love to get pregnant in the next 2 years
99. (DO NOT READ OUT) Don't know
98. (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. Yes
2. No
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99. (DO NOT READ OUT) Don't know
98. (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
1. Not at all
2. Just a little
3. A fair amount
4. A great deal
5. (DO NOT READ OUT) Not applicable
99. (DO NOT READ OUT) Refused
98. (DO NOT READ OUT) Don't know
Section E
(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. Yes
2. 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 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
98. Refused
(ASK ALL)
AD3 In the past 4 months, do you recall seeing any television advertising relating to
smoking and pregnancy?
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1. Yes
2. No
98. Don’t know
99. 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.
Have you seen this ad?
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. Yes
2. No
99. (DO NOT READ OUT) Don’t know
B. On the internet (Where on the internet? - specify)
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
C. Somewhere else (Specify)
1. Yes
2. No
99. (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 television
2. Mainstream television
3. Both indigenous and mainstream television
99. Don’t know
98. 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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
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1. Smoking causes serious illness
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the
health of your baby
4. Quitting smoking improves oxygen flow around your body and to your baby
5. Quitting smoking lowers the risk of miscarriage
6. Quitting smoking lowers the risk of premature labour
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 good
10. It’s twice as important to get the help you need when pregnant, or planning
to be
11. Every cigarette you don’t smoke is doing you good
12. Smoking is dangerous/ bad
13. Quit for You. Quit for Two.
14. Quit smoking
15. Quit smoking and give your baby a healthy start
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. Support is available
20. Smoking when pregnant is dangerous
21. When you quit smoking you get the toxins out of your body
22. Quitting benefits you and your baby
23. 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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(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)
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.
2.
3.
4.
5.
99.
98.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
(Don’t know)
(Refused)
(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.
Have you heard this ad?
1.
2.
99
98
Yes
No (GO TO AD11)
Don’t know (GO TO AD11)
Refused (GO TO AD11)
AD8a Did you hear this ad on Indigenous radio, mainstream radio or both?
1. Indigenous radio
2. Mainstream radio
3. Both indigenous and mainstream radio
99. Don’t know
98. Refused
(ONLY ASK IF RESPONDENT HAS HEARD RADIO AD)
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AD9
264
Thinking about the radio ad, what would you say were the MAIN things this ad
was trying to say?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1. Smoking causes serious illness (unspecific)
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. It’s worth fighting cravings for cigarettes when you’re pregnant
5. When you quit smoking, you get the toxins out of your system
6. Quitting smoking lowers the risk of miscarriage and/or other serious health
problems for your baby
7. Smoking is dangerous/ bad
8. Quit for You. Quit for Two
9. Quit smoking
10.Quit smoking and give your baby a healthy start
11.It’s twice as important to get the help you need when pregnant, or planning to
be
12.Call the Quitline
13.Visit the Quitnow website
14.Download the free phone app to help you quit
15.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)?
(STATEMENTS)
a.
...was easy to understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
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99.
98.
265
(Don’t know)
(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)
1. Yes – seen in magazine
2. Yes – seen in newspaper
3. Yes – seen online
4. Yes – in shopping centre bathroom
5. Yes – seen, but not sure where
6. 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 Now, without looking at the ad, what would you say were the MAIN things that this
ad was trying to say?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT
APPLY.
1.
2.
3.
4.
Smoking causes serious illness (unspecific)
Don’t smoke when pregnant
Smoking when pregnant deprives your baby of oxygen
If you smoke when pregnant toxic chemicals go into your baby including some
proven to cause cancer
5. Smoking when pregnant increases the risk of miscarriage
6. Smoking when pregnant increases the risk of premature labour
7. Smoking when pregnant increases the risk of ectopic pregnancy
8. 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/ bad
12. Quit for You. Quit for Two
13. Quit smoking
14. Quit smoking and give your baby a healthy start
15. It’s twice as important to get the help you need when pregnant, or planning to
be
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
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19.
266
Other (SPECIFY) :
(ASK IF SEEN PRINT AD)
AD13 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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
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 it
2. 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 useful
2. Somewhat useful
3. Not at all useful
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
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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…?
1. Very easy
2. Easy
3. Neither easy nor difficult
4. Difficult
5. Very difficult
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD17 Which of the following statements best describe how you used the app?
1. I used the app consistently throughout my pregnancy
2. I used the app from time to time throughout my pregnancy
3. I stopped using the app after a while
4. I never really used the app after downloading it
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD18 How frequently did you use the app?
1. Daily
2. At least weekly (but not daily)
3. Less often than weekly
4. Not at all
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
IF AD18>3, GO TO AD21
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD19 Which of the following was the most valuable feature of the app?
1. Daily tips
2. Baby growth
3. Savings
4. Games
5. Other (SPECIFY) :
99. (DO NOT READ OUT) Don’t know
98. (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 know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD21 Would you recommend the app to other women?
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
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 know
98. (DO NOT READ OUT) Refused
Section F
(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 smoking
b.
Your smoking affects your unborn baby
c.
You should quit smoking for your baby
d.
Every cigarette you don’t smoke, is doing you good
e.
Every cigarette you smoke is damaging your unborn child
f.
Call the Quitline
g.
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.
Yes
2.
No
99.
Don’t know
(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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
99.
98.
Considered quitting
Downloaded Quit for You Quit for Two app
Downloaded another smartphone app for quitting
Discussed smoking and health with my partner/ family/ friend
Changed the type of cigarettes I smoke
Cut down the amount I smoke
Stopped/ quit smoking
Rang the Quitline
Read "how to quit" literature
Accessed Quit information from a website
Visited the Quitnow website
Asked my doctor for help to quit
Began taking Nicotine replacement therapy (NRT), or other pharmaceutical
stop smoking product
Set a date to give up smoking
Asked my pharmacist/ other health professional for advice on quitting
Other (SPECIFY):
Done nothing
(Don’t know)
(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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1.
Consider quitting
2.
Download Quit for You Quit for Two app
3.
Download other quitting apps
4.
Discuss smoking and health with my partner/ family/ friend
5.
Change the type of cigarettes I smoke
6.
Reduce the number of cigarettes I smoke
7.
Stop/ quit smoking
8.
Call the Quitline
9.
Read "how to quit" literature
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Commercial-in-Confidence
10.
11.
12.
13.
14.
15.
99.
98.
270
Access Quit information from a website
Visit the Quitnow website
Ask my doctor for help to quit
Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop
smoking products
Other (SPECIFY):
No intentions
(Don’t know)
(Refused)
(ASK ALL)
AD26 In future, where do you think ads should be placed to encourage pregnant women
not to smoke?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1.
Commercial free-to-air television channels 9, 7, 10,or SBS (and their digital
channels)
2. Pay TV channels
3. National Indigenous Television
4. Indigenous community television
5. Commercial radio stations
6. Indigenous radio stations
7. Newspapers
8. Magazines
9. Indigenous newspapers or magazines
10. Online
11. Outdoor advertising like billboards and at bus stops
12. Other (SPECIFY):
(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.
2.
3.
4.
99.
98.
#2531
Smoke anywhere inside the house
Smoke inside the house, but only in certain rooms, or
Smoke outside only
(DO NOT READ OUT) Smoking not allowed inside or outside
(DO NOT READ OUT) Don’t know
(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…
a.
Watch commercial free-to-air television channels 9, 7, 10, or SBS (and their digital
channels)?
1.
2.
3.
4.
5.
6.
b.
Watch Pay TV channels?
1.
2.
3.
4.
5.
6.
c.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Watch Indigenous community television?
1.
2.
3.
4.
5.
6.
e.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Watch National Indigenous Television?
1.
2.
3.
4.
5.
6.
d.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Listen to commercial radio stations?
1. Daily
2. A few times a week
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Commercial-in-Confidence
3.
4.
5.
6.
f.
Listen to Indigenous radio stations?
1.
2.
3.
4.
5.
6.
g.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Use the Internet to search for information or to read articles or view video clips?
1.
2.
3.
4.
5.
#2531
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Read Indigenous newspapers or magazines?
1.
2.
3.
4.
5.
6.
j.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Read magazines?
1.
2.
3.
4.
5.
6.
i.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Read newspapers?
1.
2.
3.
4.
5.
6.
h.
A few times a month
Once a month or less
Never
Refused
Daily
A few times a week
A few times a month
Once a month or less
Never
272
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273
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 No
99 (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?
1. Yes
2. No
98. Refused
99. 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)
1. Under $30,000
2. $30,000 to under $60,000
3. $60,000 to under $90,000
4. $90,000 to under $120,000
5. $120,000 to under $150,000
6. $150,000 or more
98. 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
1. Manager
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2. Professional
3. Technician or trades worker
4. Community or personal service worker
5. Clerical or administrative worker
6. Sales worker
7. Machinery operator or driver
8. Labourer
9. Student
96. Other (SPECIFY) :
97. No occupation (excludes students)
98. Refused
99. Can’t say
D7
Are there any people aged under 18 years of age living in this household?
1. Yes
2. No
98. Refused
99. Can’t Say
D8
Can you please tell me what is your highest level of education?
1. Some primary school
2. Finished primary school
3. Some secondary school
4. Finished secondary school
5. Some tertiary education (University, Tafe or College)
6. Finished tertiary education
7. 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.
2.
3.
4.
5.
6.
7.
8.
9.
#2531
Arthritis
Asthma
Heart disease
Have had, or at risk of, stroke
Chronic kidney disease
Cancer of any kind
Mental Health problems such as Depression
Type 2 Diabetes
Oral Disease (e.g. Gum disease)
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275
10. Osteoporosis
97. (DO NOT READ OUT) None of these
99. (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.
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.
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].
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.
IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:
www.quitnow.info.au
Quitline 131 848
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Recent quitters
NTC Special Audiences – Aboriginal and Torres Strait Islander Component
Department of Health and Ageing
RECENT QUITTERS
FINAL
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
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. Refused
99. Can’t say
Q2
Is it likely or unlikely that you’ll be able to continue not smoking?
(ENCOURAGE BEST GUESS)
1. Likely
2. Unlikely
99. Can’t say
Q3
What, if anything, specifically prompted you to quit smoking?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED
Health & Fitness
1. Asthmatic/ trouble breathing
2. Had a cough/ cold/ flu/ chest infection
3. Health scare (E.g. pneumonia, coughing fits)
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4.
5.
6.
7.
8.
Heart attack
Decline in health/ bad for my health
Affecting my fitness
Other health or fitness reason (SPECIFY) :
Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning to become pregnant
11. My partner became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (e.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
24. Health warning advertisements/ anti-smoking advertisements/ health
information
25. Smoking support groups/ programs
26. GP or other health worker advice
27. Visited the Quitnow website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper Nicotine Replacement Therapy (e.g. patches, gum,
inhaler, lozenges etc.)
96. Other (SPECIFY) :
97. No particular reason
99. 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 Aids
1. Used Nicotine Replacement Therapy (e.g. patches, gum, inhaler, lozenges
etc.)
2. Used Zyban
3. Used Champix
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4. Used a smartphone app
5. E-cigarettes
Advice
6. Rang the Quitline
7. 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 Quitcoach
11. Got support from family/ friends
12. Visited the Quitnow website
No quitting aids or advice
13. Gave up on my own
Other
96. Other (SPECIFY)
97. (DO NOT READ OUT) None of the above
99. (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
1. Improved it greatly
2. Improved it
3. Neither improved nor lowered your quality of life
4. Lowered it
5. Lowered it greatly
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
Q6
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
Q7
How much, if at all, has your smoking affected the health of others? Would you
say….
READ OUT
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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
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
2. Not very likely
3. 50/ 50
4. Very likely
5. Certain
99. (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
1. Not at all worried
2. A little worried
3. Moderately worried
4. 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)
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.
2.
3.
4.
5.
#2531
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Commercial-in-Confidence
b.
The rewards of smoking outweigh the negatives/ There are more positives from
smoking than negatives
1.
2.
3.
4.
5.
c.
Quitting smoking is easy
1.
2.
3.
4.
5.
d.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
If you want to quit smoking you should never give up trying
1.
2.
3.
4.
#2531
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
There are many benefits to quitting smoking
1.
2.
3.
4.
5.
g.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Quitting will reduce your risk of sickness caused by smoking
1.
2.
3.
4.
5.
f.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
It’s never too late to quit smoking
1.
2.
3.
4.
5.
e.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Strongly agree
Agree
Neither agree nor disagree
Disagree
280
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281
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 die
2. Decreased risk of cancer
3. Decreased risk of stroke
4. Decreased risk of heart disease
5. Decreased risk of other diseases/ illness/ getting sick
6. Improved smell and taste
7. Improved lung function/ breathing
8. Improved blood flow to the skin
9. Improved fitness/ general health
10. Fewer complications during pregnancy/ healthier baby
11. Save money/ more money
12. Kids/ family would like it
13. Not being a bad role model to others in the family or community
14. Stopping others from being exposed to cigarette smoke (passive smoking)
15. Easier when going out
16. Not smelling like smoke/ cigarettes
17. Other benefit (SPECIFY):
18. No benefits
99. Don’t know
98. Refused
Q12
How much do you think you would benefit financially if you were to continue
not to smoke?
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
Q13
How much do you think your health would benefit if you were to continue not
to smoke?
READ OUT
1.
2.
3.
4.
#2531
Not at all
Slightly
Moderately
Very much
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5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (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?
1. Yes
2. No
3. Don’t know
b.
Lung cancer?
1. Yes
2. No
3. Don’t know
c.
Trouble breathing?
1. Yes
2. No
3. Don’t know
d.
Increased risk of stroke?
1. Yes
2. No
3. Don’t know
e.
Illness and death in non-smokers?
1. Yes
2. No
3. Don’t know
f.
Increased risk of harm to baby if pregnant?
1. Yes
2. No
3. Don’t know
Section D
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283
(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 pregnant
3. No
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(ASK ALL WHO ARE PREGNANT – code 1 at Q15)
Q16 How much, if at all, are you concerned that your smoking has affected the health of
your unborn baby? 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
99. (DO NOT READ OUT) Refused
98. (DO NOT READ OUT) Don't know
(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?
1. I definitely do not want to get pregnant in the next 2 years
2. I don’t really want to get pregnant in the next 2 years
3. I wouldn’t mind too much if I got pregnant in the next 2 years
4. I would love to get pregnant in the next 2 years
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(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. Yes
2. No
99. (DO NOT READ OUT) Don't know
98. (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
1. Not at all
2. Just a little
3. A fair amount
4. A great deal
5. (DO NOT READ OUT) Not applicable
99. (DO NOT READ OUT) Refused
98. (DO NOT READ OUT) Don't know
Section E
(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. Yes
2. 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 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
98. 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
99. Don’t know
98. Refused
AD4
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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.
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285
(SHOW KEY IMAGES FROM ‘QUIT FOR YOU QUIT FOR TWO’ TV AD) PLEASE CIRCLE
ALL THAT APPLY.
Have you seen this ad?
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. Yes
2. No
99. (DO NOT READ OUT) Don’t know
B. On the internet (Where on the internet? - specify)
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
C. Somewhere else (Specify)
1. Yes
2. No
99. (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 television
2. Mainstream television
3. Both indigenous and mainstream television
99. 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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1. Smoking causes serious illness
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the
health of your baby
4. Quitting smoking improves oxygen flow around your body and to your baby
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5. Quitting smoking lowers the risk of miscarriage
6. Quitting smoking lowers the risk of premature labour
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 good
10. It’s twice as important to get the help you need when pregnant, or planning
to be
11. Every cigarette you don’t smoke is doing you good
12. Smoking is dangerous/ bad
13. Quit for You. Quit for Two.
14. Quit smoking
15. Quit smoking and give your baby a healthy start
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. Support is available
20. Smoking when pregnant is dangerous
21. When you quit smoking you get the toxins out of your body
22. Quitting benefits you and your baby
23. Other (SPECIFY) :
(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ AD)
INTERVIEWER – FOR EACH STATEMENT PLEASE CIRCLE ONE NUMBER
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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
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AD7
287
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 agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
(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.
Have you heard this ad?
1.
2.
99
98
Yes
No (GO TO AD11)
Don’t know (GO TO AD11)
Refused (GO TO AD11)
AD8a Did you hear this ad on Indigenous radio, mainstream radio or both?
1. Indigenous radio
2. Mainstream radio
3. Both indigenous and mainstream radio
99. Don’t know
98. 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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1. Smoking causes serious illness (unspecific)
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2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. It’s worth fighting cravings for cigarettes when you’re pregnant
5. When you quit smoking, you get the toxins out of your system
6. Quitting smoking lowers the risk of miscarriage and/ or other serious health
problems for your baby
7. Smoking is dangerous/ bad
8. Quit for You. Quit for Two
9. Quit smoking
10. Quit smoking and give your baby a healthy start
11. It’s twice as important to get the help you need when pregnant, or planning to
be
12. Call the Quitline
13. Visit the Quitnow website
14. Download the free phone app to help you quit
15. Other (SPECIFY):
(ASK IF HEARD RADIO AD)
INTERVIEWER – FOR EACH STATEMENT PLEASE CIRCLE ONE NUMBER
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)?
(STATEMENTS)
a.
...was easy to understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
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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)
1. Yes – seen in magazine
2. Yes – seen in newspaper
3. Yes – seen online
4. Yes – in shopping centre bathroom
5. Yes – seen, but not sure where
6. 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 Now, without looking at the ad, what would you say were the MAIN things that this
ad was trying to say?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT
APPLY.
1.
2.
3.
4.
Smoking causes serious illness (unspecific)
Don’t smoke when pregnant
Smoking when pregnant deprives your baby of oxygen
If you smoke when pregnant toxic chemicals go into your baby including some
proven to cause cancer
5. Smoking when pregnant increases the risk of miscarriage
6. Smoking when pregnant increases the risk of premature labour
7. Smoking when pregnant increases the risk of ectopic pregnancy
8. 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/ bad
12. Quit for You. Quit for Two
13. Quit smoking
14. Quit smoking and give your baby a healthy start
15. It’s twice as important to get the help you need when pregnant, or planning to
be
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. Other (SPECIFY) :
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(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ PRINT AD)
INTERVIEWER – FOR EACH STATEMENT PLEASE CIRCLE ONE NUMBER
AD13 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 understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
(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 it
2. 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 useful
2. Somewhat useful
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3. Not at all useful
99. (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…?
1. Very easy
2. Easy
3. Neither easy nor difficult
4. Difficult
5. Very difficult
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD17 Which of the following statements best describe how you used the app?
1. I used the app consistently throughout my pregnancy
2. I used the app from time to time throughout my pregnancy
3. I stopped using the app after a while
4. I never really used the app after downloading it
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD18 How frequently did you use the app?
1. Daily
2. At least weekly (but not daily)
3. Less often than weekly
4. Not at all
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
IF AD18>3, GO TO AD21
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD19 Which of the following was the most valuable feature of the app?
1. Daily tips
2. Baby growth
3. Savings
4. Games
5. Other (SPECIFY) :
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
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(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD20 Did you use the app to manage cravings?
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD14=1)
AD21 Would you recommend the app to other women?
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
98. (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 know
98. (DO NOT READ OUT) Refused
Section F
(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 smoking
b.
Your smoking affects your unborn baby
c.
You should quit smoking for your baby
d.
Every cigarette you don’t smoke, is doing you good
e.
Every cigarette you smoke is damaging your unborn child
f.
Call the Quitline
g.
Visit the Quitnow website
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h.
i.
293
Download Quit for You Quit for Two app
When you choose to quit smoking there is support available
(RESPONSE FRAME)
1.
Yes
2.
No
99.
Don’t know
(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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1.
Considered quitting
2.
Downloaded Quit for You Quit for Two app
3.
Downloaded another smartphone app for quitting
4.
Discussed smoking and health with my partner/ family/ friend
5.
Changed the type of cigarettes I smoke
6.
Cut down the amount I smoke
7.
Stopped/ quit smoking
8.
Rang the Quitline
9.
Read "how to quit" literature
10.
Accessed Quit information from a website
11.
Visited the Quitnow website
12.
Asked my doctor for help to quit
13.
Began taking Nicotine replacement therapy (NRT), or other pharmaceutical
stop smoking product
14.
Set a date to give up smoking
15.
Asked my pharmacist/ other health professional for advice on quitting
16.
Other (SPECIFY) :
17.
Done nothing
99.
(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?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1.
2.
3.
4.
5.
6.
#2531
Consider quitting
Download Quit for You Quit for Two app
Download other quitting apps
Discuss smoking and health with my partner/ family/ friend
Change the type of cigarettes I smoke
Reduce the quantity of cigarettes I smoke
Commercial-in-Confidence
7.
8.
9.
10.
11.
12.
13.
14.
15.
99.
98.
294
Stop/ quit smoking
Call the Quitline
Read "how to quit" literature
Access Quit information from a website
Visit the Quitnow website
Ask my doctor for help to quit
Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop
smoking products
Other (SPECIFY):
No intentions
(Don’t know)
(Refused)
(ASK ALL)
AD26 In future, where do you think ads should be placed to encourage pregnant women
not to smoke?
DO NOT READ OUT. MULTIPLE RESPONSES ACCEPTED. PLEASE CIRCLE ALL THAT APPLY.
1. Commercial free-to-air television channels 9, 7, 10,or SBS (and their digital
channels)
2. Pay TV channels
3. National Indigenous Television
4. Indigenous community television
5. Commercial radio stations
6. Indigenous radio stations
7. Newspapers
8. Magazines
9. Indigenous newspapers or magazines
10. Online
11. Outdoor advertising like billboards and at bus stops
12. Other (SPECIFY):
(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.
2.
3.
4.
99.
98.
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Smoke anywhere inside the house
Smoke inside the house, but only in certain rooms, or
Smoke outside only
(DO NOT READ OUT) Smoking not allowed inside or outside
(DO NOT READ OUT) Don’t know
(DO NOT READ OUT) Refused
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295
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…
a.
Watch commercial free-to-air television channels 9, 7, 10, or SBS (and their digital
channels)?
1.
2.
3.
4.
5.
6.
b.
Watch Pay TV channels?
1.
2.
3.
4.
5.
6.
c.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Watch Indigenous community television?
1.
2.
3.
4.
5.
6.
e.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Watch National Indigenous Television?
1.
2.
3.
4.
5.
6.
d.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Listen to commercial radio stations?
1. Daily
2. A few times a week
3. A few times a month
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4. Once a month or less
5. Never
6. Refused
f.
Listen to Indigenous radio stations?
1.
2.
3.
4.
5.
6.
g.
Read newspapers?
1.
2.
3.
4.
5.
6.
h.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Use the Internet to search for information or to read articles or view video clips?
1.
2.
3.
4.
5.
6.
#2531
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Read Indigenous newspapers or magazines?
1.
2.
3.
4.
5.
6.
j.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Read magazines?
1.
2.
3.
4.
5.
6.
i.
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
Daily
A few times a week
A few times a month
Once a month or less
Never
Refused
296
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D2
297
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 No
99 (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?
1. Yes
2. No
98. Refused
99. 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)
1. Under $30,000
2. $30,000 to under $60,000
3. $60,000 to under $90,000
4. $90,000 to under $120,000
5. $120,000 to under $150,000
6. $150,000 or more
98. 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
1. Manager
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2. Professional
3. Technician or trades worker
4. Community or personal service worker
5. Clerical or administrative worker
6. Sales worker
7. Machinery operator or driver
8. Labourer
9. Student
96. Other (SPECIFY) :
97. No occupation (excludes students)
98. Refused
99. Can’t say
D7
Are there any people aged under 18 years of age living in this household?
1. Yes
2. No
99. Refused
98. Can’t Say
D8
Can you please tell me what is your highest level of education?
1. Some primary school
2. Finished primary school
3. Some secondary school
4. Finished secondary school
5. Some tertiary education (University, Tafe or College)
6. Finished tertiary education
7. Higher degree or higher diploma (e.g. PhD, masters, grad dip)
99. (Can’t say)
98. (Refused)
D9
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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. Arthritis
2. Asthma
3. Heart disease
4. Have had, or at risk of, stroke
5. Chronic kidney disease
6. Cancer of any kind
7. Mental Health problems such as Depression
8. Type 2 Diabetes
9. Oral Disease (e.g. Gum disease)
10. Osteoporosis
97. (DO NOT READ OUT) None of these
99. (DO NOT READ OUT) Can’t say
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299
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.
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.
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].
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.
IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:
www.quitnow.info.au - Quitline 131 848
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CALD audiences component
General Screener
NTC Special Audiences Phase 3 – CALD Component
Department of Health and Ageing
SCREENER
This screener questionnaire is to be attached to the main questionnaire (either the smoker
or recent quitter version)
Interview Number:
This screener is broken into 2 parts:
S) Introduction & Confirmatory Screening
SS) Smoking Status
INTRODUCTION AND CONFIRMATORY SCREENING
(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, Continue
2. 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?
IF NECESSARY: This is just so we can look at the results across different areas.
1. Yes, Record postcode
2. No/ Refused
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S3
301
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?
1. Yes, Continue
2. Make appointment
3. Respondent refusal (Thank and end interview: “Thanks for your time.”)
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.
2.
3.
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Yes, Record Number
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.”)
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
302
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. None
3. Refused
S7
And of those people (who prefer to communicate in other language and aged 1840), how many quit smoking cigarettes in the last 12 months and used to smoke
at least weekly?
1. Record Number
2. None
3. 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
(ASK ALL)
S8
Could you please tell me your age?
1. Record exact age: (MUST BE AGED 18-40 TO BE PERSONALLY ELIGIBLE) (Skip
to S10)
2. Refused
(ASK IF REFUSED AGE)
S9
Could you tell me which of the following age groups you are in?
1. Under 18 (NOT PERSONALLY ELIGIBLE)
2. 18-24
3. 25-29
4. 30-34
5. 35-40
98. (41 years or older) (NOT PERSONALLY ELIGIBLE)
99. (Refused)
S10
RECORD SEX OF RESPONDENT (do not read out)
1. Male
2. Female
(ASK IF SPANISH)
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S10a And is your background European or South American?
1. European
2. South American
3. (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?
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. Continue
2. Make appointment to interview to selected 18-40 year old
3. 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
S11
Could you please tell me your age?
1. Record exact age: (ALLOWABLE RANGE 18-40)
2. Refused
(ASK IF REFUSED AGE)
S12 Could you tell me which of the following age groups you are in?
1. Under 18 (Thank and end interview)
2. 18-24
3. 25-29
4. 30-34
5. 35-40
98. (41 years or older) (Thank and end interview)
99. (Refused) (Thank and end interview)
S13
RECORD SEX OF RESPONDENT
1. Male
2. Female
(ASK IF SPANISH)
S13a And is your background European or South American?
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1. European
2. South American
3. (Refused)
SMOKING STATUS
(ASK ALL)
SS 1 How often, if at all, do you CURRENTLY smoke cigarettes? Do you smoke them…
READ OUT. SINGLE ANSWER ONLY
EXPLAIN AS NECESSARY:
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?
READ OUT. SINGLE ANSWER ONLY
1. I have not thought about quitting smoking
2. I thought about quitting, but did not actually try to quit
3. I tried to quit, but started smoking again
98. (DO NOT READ OUT) NONE OF THE ABOVE
99. (DO NOT READ OUT) CAN’T SAY
(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?
1. Yes
2. No, never
99. Can’t say
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 RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
1. Record number of cigarettes per day : (Go to SS8)
2. Refused (Go to SS8)
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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
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. Yes
2. No, never
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99.
Can’t say
Please proceed to (& attach this screener to) the relevant questionnaire:
either SMOKER OR RECENT QUITTER
INTERVIEWER CHECK : SMOKING DEFINITIONS
SMOKER (SS1=1 to 4) –USE SMOKER SURVEY
Daily 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
This screener questionnaire is to be attached to the main questionnaire (either the
smoker or recent quitter version)
Interview Number:
This screener is broken into 2 parts:
S) Introduction & Confirmatory Screening
SS) Smoking Status
INTRODUCTION AND CONFIRMATORY SCREENING
(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, Continue
2. 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?
IF NECESSARY: This is just so we can look at the results across different areas.
1. Yes, Record postcode
2. No/ Refused
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S3
308
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?
1. Yes, Continue
2. Make appointment
3. Respondent refusal (Thank and end interview: “Thanks for your time.”)
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 descent
3. I was born in New Zealand and am of Maori descent
4. 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.
2.
3.
#2531
Record Number
None (Thank and end interview: “Sorry, but we need to speak to people
who identify as Pacific Islanders aged 18 to 40.”)
Refused (Thank and end interview: “Sorry, but we need to speak to
people who identify as Pacific Islanders aged 18 to 40.”)
Commercial-in-Confidence
S6
309
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. None
3. 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. None
3. 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
(ASK ALL)
S8
Could you please tell me your age?
1. Record exact age: (MUST BE AGED 18-40 TO BE PERSONALLY ELIGIBLE) (Skip
to S10)
2. Refused
(ASK IF REFUSED AGE)
S9
Could you tell me which of the following age groups you are in?
1. Under 18 (NOT PERSONALLY ELIGIBLE)
2. 18-24
3. 25-29
4. 30-34
5. 35-40
98. (41 years or older) (NOT PERSONALLY ELIGIBLE)
99. (Refused)
S10
RECORD SEX OF RESPONDENT (do not read out)
1. Male
2. 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?
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. Continue
2. Make appointment to interview to selected 18-40 year old
3. 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
S11
Could you please tell me your age?
1. Record exact age: (ALLOWABLE RANGE 18-40)
2. Refused
(ASK IF REFUSED AGE)
S12
Could you tell me which of the following age groups you are in?
1. Under 18 (Thank and end interview)
2. 18-24
3. 25-29
4. 30-34
5. 35-40
98. (41 years or older) (Thank and end interview)
99. (Refused) (Thank and end interview)
S13
RECORD SEX OF RESPONDENT
1. Male
2. Female
SMOKING STATUS
(ASK ALL)
SS 1 How often, if at all, do you CURRENTLY smoke cigarettes? Do you smoke them…
READ OUT. SINGLE ANSWER ONLY
EXPLAIN AS NECESSARY:
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.
SS 2
311
(DO NOT READ OUT) Can’t Say (GO TO SS 3)
(ASK CURRENT SMOKERS ONLY) Which of the following best describes your
smoking behaviour in the last month or so?
READ OUT. SINGLE ANSWER ONLY
1. I have not thought about quitting smoking
2. I thought about quitting, but did not actually try to quit
3. I tried to quit, but started smoking again
97. (DO NOT READ OUT) NONE OF THE ABOVE
99. (DO NOT READ OUT) CAN’T SAY
(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?
1. Yes
2. No, never
99. Can’t say
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
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 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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
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1. Record number of cigarettes per day : (Go to SS8)
2. Refused (Go to SS8)
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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
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)?
IF RANGE GIVEN & CAN’T GIVE AVERAGE, ACCEPT HIGHEST ANSWER FROM
RANGE
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. Yes
2. No, never
99. Can’t say
Please proceed to (& attach this screener to) the relevant questionnaire:
either SMOKER OR RECENT QUITTER
INTERVIEWER CHECK : SMOKING DEFINITIONS
SMOKER (SS1=1 to 4) –USE SMOKER SURVEY
Daily 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
NTC Special Audiences Phase 3 – CALD Component
Department of Health and Ageing
SMOKERS
FINAL
Interview Number:
CURRENT SMOKERS’ QUITTING ATTEMPTS & EXPERIENCE
Q1
Have you ever tried to quit smoking?
IF NECESSARY: by quit I mean stop totally.
1. Yes
2. No (GO TO Q7)
99. Can’t Say (GO TO Q7)
Q2
How many times have you tried to quit smoking?
IF UNSURE: Your best guess will do
1. Once
2. Twice
3. Three times
4. Four times
5. Five times
6. 6-10 times
7. More than 10 times
99. Can’t say
Q3
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. Refused
99. Can’t say
Q4
Thinking about the last time you quit smoking, what, if anything, made you quit?
DO NOT READ OUT. MULTIPLES ACCEPTED
Health & Fitness
1. Asthmatic/ trouble breathing
2. Had a cough/ cold/ flu/ chest infection
3. Health scare (E.g. pneumonia, coughing fits)
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4.
5.
6.
7.
8.
314
Heart attack
Decline in health/ bad for my health
Affecting my fitness
Other health or fitness reason (SPECIFY) :
Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning to become pregnant
11. My partner became pregnant
12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (e.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
24. Health warning advertisements/ anti-smoking advertisements/ health
information
25. Smoking support groups/programs
26. GP or other health worker advice
27. Visited the Quitnow website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper NRT (Nicotine Replacement Therapy (e.g. patches,
gum, inhaler, lozenges etc.))
96. Other (SPECIFY) :
97. No particular reason
99. Can't say
Q5
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. Refused
99. 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?
READ OUT. MULTIPLES ACCEPTED.
Quitting Aids
Used Nicotine Replacement Therapy (patches, gum, inhaler, lozenges etc.)
Used Zyban
Used Champix
Used a smartphone app
E-cigarettes
Advice
6. Rang the Quitline
7. 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 Quitcoach
11. Visited the Quitnow website
No quitting aids or advice
12. Gave up on my own
13. Reduced the amount of cigarettes I smoke / cut down
Other
96. Other (SPECIFY) :
97. (DO NOT READ OUT) None of the above
99. (DO NOT READ OUT) Can't say
1.
2.
3.
4.
5.
ASK ALL
Q7
During the past 6 months has anybody you know been trying to get you to quit
smoking?
1. Yes
2. No (GO TO Q9)
99. Can't say (GO TO Q9)
(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?
DO NOT READ OUT. MULTIPLES ACCEPTED.
1. Partner/ spouse
2. Child/ children
3. Sibling (brother or sister)
4. Parents/ guardians
5. Other family member (e.g. aunts and uncles)
6. Friend/ flatmate/ work colleague
7. Doctor/ medical practitioner/ health worker
96. Other (SPECIFY) :
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99. Don’t know
(ASK ALL)
Q9
Do you intend to quit smoking?
1. Yes
2. No (GO TO Q11)
3. Don't know (GO TO Q11)
(ASK CURRENT SMOKERS WHO INTEND TO QUIT).
Q10 Are you planning to quit . . .
READ OUT
1. Within the next month
2. Within the next 6 months
3. Sometime in the future, beyond 6 months
99. (DO NOT READ OUT) Don't know
(ASK ALL)
Q11 If you were trying to quit smoking, is it likely or unlikely that you would be able to
do so forever?
1. Likely
2. Unlikely
99. Can't say
SMOKING & HEALTH
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 your life greatly
2. Improved your life
3. Neither improved nor lowered your quality of life
4. Lowered your quality of life
5. Lowered your quality of life greatly
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
Q13
How much, if at all, has smoking damaged your health? Would you say….
READ OUT
1.
2.
3.
4.
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Not at all
Just a little
A fair amount
A great deal
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98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
Q14
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
97. (DO NOT READ OUT) Not applicable
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
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 likely
2. Not very likely
3. 50/ 50
4. Very likely
5. Certain
99. (DO NOT READ OUT) Can't say
Q16
How worried are you, if at all, that smoking WILL damage your health in the future?
Would you say you are…
READ OUT
1. Not at all worried
2. A little worried
3. Moderately worried
4. 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
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 recently
b.
You are eager for a life without smoking
c.
You are confident you could quit smoking if you wanted to
d.
There is support and tools available to help you to quit and remain smoke-free
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
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 Australia
b.
The rewards of smoking outweigh the negatives
c.
Quitting smoking is easy
d.
It’s never too late to quit smoking
e.
It’s possible to quit smoking and remain a non-smoker
f.
Quitting will reduce your risk of sickness caused by smoking
g.
There are many benefits to quitting smoking
h.
There are negative health impacts of smoking before and during pregnancy
and around children
i.
There are many benefits to quitting smoking before and during pregnancy
and following birth
j.
Passive smoking affects pregnant women and their unborn children
k.
Quitting at any time during pregnancy decreases the risk of harm to the
unborn child
l.
Quitting smoking improves oxygen flow around your body and to your baby
m. You should not quit smoking when pregnant as the baby will suffer
withdrawals
#2531
Commercial-in-Confidence
n.
319
There are support and tools available to help smokers quit
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (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?
(DO NOT READ OUT) (MULTIPLES ACCEPTED)
1. Decreased risk of premature death/ less likely to die
2. Decreased risk of cancer
3. Decreased risk of stroke
4. Decreased risk of heart disease
5. Decreased risk of other diseases/ illness/ getting sick
6. Improved smell and taste
7. Improved lung function/ breathing
8. Improved blood flow to the skin
9. Improved fitness/ general health
10. Save money/ more money
11. Kids/ family would like it
12. Not being a bad role model to others in the family or community
13. Stopping others from being exposed to cigarette smoke (passive smoking)
14. Easier when going out
15. Public perception
16. Not smelling like smoke/ cigarettes
17. Fewer complications during pregnancy (general)
18. Decreased risk of miscarriage
19. Decreased risk of premature labour/birth
20. Decreased risk of ectopic pregnancy
21. Better for baby / Healthier baby (general)
22. Decreased risk of SIDS (Sudden Infant Death Syndrome)
23. Decreased risk of baby with low birth weight
24. Decreased risk of baby getting infection
25. Decreased risk of baby having breathing difficulties
26. Decreased risk of baby developing cleft lip / cleft palate
27. Decreased risk of baby having asthma / impaired lung function later in life
28. Other benefit (SPECIFY) :
29. No benefits
99. Don’t know
98. Refused
#2531
Commercial-in-Confidence
Q20
320
How much do you think you would benefit financially if you were to quit smoking
in the next 6 months?
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
Q21
How much do you think your health would benefit if you were to quit smoking in
the next 6 months?
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AWARENESS OF HEALTH EFFECTS OF SMOKING
(ASK ALL)
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 . . .
(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.
Yes
2.
No
99.
Don’t know
EXPOSURE TO PREGNANCY
(ASK ALL FEMALE RESPONDENTS)
Q23 Have you ever been pregnant?
#2531
Commercial-in-Confidence
321
IF YES – PROBE FOR THE FOLLOWING 3 OPTIONS
1. Yes – currently pregnant (Go to AD1)
2. Yes – previously pregnant
3. No
99. (DO NOT READ OUT) Don't know
98. (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
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 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?
1. I definitely do not want to get pregnant in the next 2 years
2. I don’t really want to get pregnant in the next 2 years
3. I wouldn’t mind too much if I got pregnant in the next 2 years
4. I would love to get pregnant in the next 2 years
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(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?
1. Yes
2. No
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(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?
Would you say you are…
#2531
Commercial-in-Confidence
322
READ OUT
1. Not at all worried
2. A little worried
3. Moderately worried
4. Very worried
97. (DO NOT READ OUT) Not applicable
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
ADVERTISING AWARENESS
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?
1. Yes
2. 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?
1. Record Response:
ii. Can you please describe the next ad that comes to mind? And what was the ad
trying to say?
2. Record Response:
3. Don’t know
98. Refused
(ASK ALL)
AD2a In the past 4 months, do you recall seeing any television advertising relating to
smoking and pregnancy?
1. Yes
2. No
99. Don’t know
98. Refused
#2531
Commercial-in-Confidence
323
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 newspaper
2. Yes – seen online
3. Yes – seen outside (e.g. on the street, bus stop etc.)
4. Yes – seen, but not sure where
5. 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.”
Have you heard this ad?
1. Yes
2. No (GO TO AD9)
99. Don’t know (GO TO AD9)
98. Refused (GO TO AD9)
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. No
99. Don’t know
98. Refused
(ASK ALL)
#2531
Commercial-in-Confidence
324
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)
Have you seen this ad? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)
1. Yes – seen in magazine or newspaper
2. Yes – seen online
3. Yes – seen, but not sure where
4. 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)
Have you seen this ad? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)
1. Yes – seen in magazine or newspaper
2. Yes – seen online
3. Yes – seen, but not sure where
4. No (GO TO AD18)
99. Don’t know (GO TO AD18)
98. Refused (GO TO AD18)
Pregnancy Campaign – Prompted Recall
AD21 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)
Have you seen this ad?
1. Yes
2. No (GO TO AD25)
99. Don’t know (GO TO AD25)
98. Refused (GO TO AD25)
AD21b Where did you see this ad? Did you see it?
A. On TV
1. Yes
2. No
#2531
Commercial-in-Confidence
325
99. (DO NOT READ OUT) Don’t know
B. On the internet (Where on the internet? - specify)
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
C. Somewhere else (Specify)
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ AD) (HIDE AD IMAGES BEFORE ASKING)
AD22 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 illness
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. Quitting smoking improves oxygen flow around your body and to your baby
5. Quitting smoking lowers the risk of miscarriage
6. Quitting smoking lowers the risk of premature labour
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 good
10. It’s twice as important to get the help you need when pregnant, or planning to
be
11. Every cigarette you don’t smoke is doing you good
12. Smoking is dangerous/ bad
13. Quit for You. Quit for Two.
14. Quit smoking
15. Quit smoking and give your baby a healthy start
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. Support is available
20. Smoking when pregnant is dangerous
21. When you quit smoking you get the toxins out of your body
22. Quitting benefits you and your baby
23. Other (SPECIFY) :
AD23 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)?
#2531
Commercial-in-Confidence
326
(STATEMENTS)
a.
...was easy to understand
b.
...taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my smoking
h.
...makes me more likely to try to quit
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
AD24 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 agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
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.
Have you heard this ad?
1. Yes
#2531
Commercial-in-Confidence
327
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
was trying to say?
DO NOT READ OUT. MULTIPLES ACCEPTED.
1. Smoking causes cancer (unspecific)
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. It’s worth fighting cravings for cigarettes when you’re pregnant
5. When you quit smoking, you get the toxins out of your system
16. Quitting smoking lowers the risk of miscarriage and/or other serious health
problems for your baby
17. Smoking is dangerous/ bad
18. Quit for You. Quit for Two
19. Quit smoking
20. Quit smoking and give your baby a healthy start
21. It’s twice as important to get the help you need when pregnant, or planning to
be
22. Call the Quitline
23. Download the free phone app to help you quit
24. Visit the Quitnow website
25. Other (SPECIFY) :
(ASK IF HEARD RADIO AD)
AD25b 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)?
(STATEMENTS)
a.
…was easy to understand
b.
…taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
h.
...makes me more likely to <try to quit / want to stay quit>
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
#2531
Commercial-in-Confidence
328
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 magazine
2. Yes – seen in mainstream or community newspaper
3. Yes – seen online
4. Yes – in shopping centre bathroom
5. 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
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.
2.
3.
4.
Smoking causes cancer (unspecific)
Don’t smoke when pregnant
Smoking when pregnant deprives your baby of oxygen
If you smoke when pregnant toxic chemicals go into your baby including some
proven to cause cancer
5. Smoking when pregnant increases the risk of miscarriage
6. Smoking when pregnant increases the risk of premature labour
7. Smoking when pregnant increases the risk of ectopic pregnancy
8. 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/ bad
12. Quit for You. Quit for Two
13. Quit smoking
14. Quit smoking and give your baby a healthy start
15. It’s twice as important to get the help you need when pregnant, or planning to
be
16. Call the Quitline
#2531
Commercial-in-Confidence
329
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. 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
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 understand
b.
…taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
h.
...makes me more likely to <try to quit / want to stay quit>
i.
...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
AD27 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 WHERE/ WHETHER
DOWNLOADED) (MULTIPLES ACCEPTED)
1. Yes – I downloaded it
2. 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
Commercial-in-Confidence
1.
2.
3.
99.
98.
330
Very useful
Somewhat useful
Not at all useful
(DO NOT READ OUT) Don’t know
(DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD27=1)
AD29 How easy or difficult was it to use the Quit for You Quit for Two phone app? Was it… ?
1.
2.
3.
4.
5.
99.
98.
Very easy
Easy
Neither easy nor difficult
Difficult
Very difficult
(DO NOT READ OUT) Don’t know
(DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD27=1)
AD30 Which of the following statements best describe how you used the app?
1.
2.
3.
4.
99.
98.
I used the app consistently throughout my pregnancy
I used the app from time to time throughout my pregnancy
I stopped using the app after a while
I never really used the app after downloading it
(DO NOT READ OUT) Don’t know
(DO NOT READ OUT) Refused
AD31 How frequently did you use the app?
1.
Daily
2.
At least weekly (but not daily)
3.
Less often than weekly
4.
Not at all
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
IF AD31>3, GO TO AD35
AD32 Which of the following was the most valuable feature of the app?
1.
Daily tips
2.
Baby growth
3.
Savings
4.
Games
5.
Other (SPECIFY) :
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
#2531
Commercial-in-Confidence
331
AD33 Did you use the app to manage cravings?
1.
Yes
2.
No
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD34 Would you recommend the app to other women?
1.
Yes
2.
No
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD35 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 know
98. (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)
AD36 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)
There are many short and long term health benefits to quitting smoking
Your smoking affects your unborn baby
You should quit smoking for your baby
Every cigarette you don’t smoke, is doing you good
Every cigarette you smoke is damaging your unborn child
Call the Quitline
Download the Quit for You Quit for Two app
When you choose to quit smoking there is support available
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
a.
b.
c.
d.
e.
f.
g.
h.
i.
#2531
Commercial-in-Confidence
332
(RESPONSE FRAME)
1. Yes
2. No
99. Don’t know
98. Refused
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?
MULTIPLES ACCEPTED. DO NOT READ OUT.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
99.
98.
Considered quitting
Downloaded the Quit for You Quit for Two app
Downloaded another smartphone app for quitting
Discussed smoking and health with my partner/ friend/ family
Changed the type of cigarettes I smoke
Cut down the amount I smoke
Stopped/ quit smoking
Rang the Quitline
Read "how to quit" literature
Accessed Quit information from a website
Visited the Quitnow website
Asked my doctor for help to quit
Began taking Nicotine replacement therapy (NRT), or other pharmaceutical
stop smoking product
Set a date to give up smoking
Asked my pharmacist/other health professional for advice on quitting
Other (SPECIFY)
Done nothing
(Don’t know)
(Refused)
(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT
OF THE NATIONAL TOBACCO CAMPAIGN)
AD38 What, if anything, will you do in the next month in response to seeing these ads?
MULTIPLES ACCEPTED. DO NOT READ OUT.
1.
2.
3.
4.
5.
6.
7.
8.
9.
#2531
Consider quitting
Download the Quit for You Quit for Two app
Download other quitting apps
Discuss smoking and health with my partner/ friend/ family
Change the type of cigarettes I smoke
Reduce the quantity of cigarettes I smoke
Stop/ quit smoking
Ring the Quitline
Read "how to quit" literature
Commercial-in-Confidence
10.
11.
12.
13.
14.
15.
99.
98.
333
Visited the Quitnow website
Access Quit information from a website
Ask my doctor for help to quit
Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop
smoking products
Other (SPECIFY) :
No intentions
(Don’t know)
(Refused)
(ASK ALL)
AD39 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. Magazines
6. Online
7. Outdoor advertising like billboards and at bus stops
8. Other (SPECIFY) :
ENVIRONMENTAL TOBACCO SMOKE
(ASK ALL)
AD40 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 house
2. Smoke inside the house, but only in certain rooms, or
3. Smoke outside only
4. (DO NOT READ OUT) Smoking not allowed inside or outside
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
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.
#2531
Watch English language commercial free-to-air television channels 9, 7, 10,or
SBS (and their digital channels)?
Commercial-in-Confidence
b.
c.
d.
e.
f.
g.
h.
334
Watch English language Pay TV channels?
Listen to English language commercial radio stations?
Listen to commercial or community radio from Australia in [INSERT
COMMUNITY LANGUAGE]?
Read English language newspapers and magazines?
Read newspapers and magazines from Australia in [INSERT COMMUNITY
LANGUAGE]?
Use the Internet to search for information or to read articles or view video
clips in English?
Use the Internet to search for information or to read articles or view video
clips in [INSERT COMMUNITY LANGUAGE]?
(RESPONSE FRAME)
1. Daily
2. A few times a week
3. A few times a month
4. Once a month or less
5. Never
6. 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?
D4a
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 No
99 (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.
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)
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Read out
1.
2.
3.
4.
5.
6.
7.
D6
Under $30,000
$30,000 to under $60,000
$60,000 to under $90,000
$90,000 to under $120,000
$120,000 to under $150,000
$150,000 or more
(Refused)
What is the main income earner's job? PROBE IF NECESSARY.
IF RETIRED OR NOT CURRENTLY WORKING, PROBE FOR PREVIOUS OCCUPATION IF
ANY
8. Manager
9. Professional
10. Technician or trades worker
11. Community or personal service worker
12. Clerical or administrative worker
13. Sales worker
14. Machinery operator or driver
15. Labourer
16. Student
97. Other (SPECIFY) :
97. No occupation (excludes students)
98. Refused
99. Can’t say
D7
Are there any people aged under 18 years of age living in this household?
1. Yes
2. No
98. Refused
99. Can’t Say
D8
Can you please tell me what is your highest level of education?
1. Some primary school
2. Finished primary school
3. Some secondary school
4. Finished secondary school
5. Some tertiary education (university, tafe or college)
6. Finished tertiary education
7. Higher degree or higher diploma (e.g. phd, masters, grad dip)
99. (Can’t say)
98. (Refused)
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336
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. Arthritis
2. Asthma
3. Heart disease
4. Have had, or at risk of, stroke
5. Chronic kidney disease
6. Cancer of any kind
7. Mental Health problems such as Depression
8. Type 2 Diabetes
9. Oral Disease (e.g. Gum disease)
10. Osteoporosis
97. (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 English
2. Completely (or almost completely) in another (non-English) language
3. In a mixture of English and another language
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.
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.
IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:
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www.quitnow.info.au
Quitline: 13 7848
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Recent quitters
NTC Special Audiences Phase 3 – CALD Component
Department of Health and Ageing
RECENT QUITTERS
FINAL
Interview Number:
QUITTING STATUS & EXPERIENCE – RECENT QUITTERS
Q1
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. Refused
99. Can’t say
Q2
Is it likely or unlikely that you’ll be able to continue not smoking?
(ENCOURAGE BEST GUESS)
1. Likely
2. Unlikely
99. Can’t say
Q3
What, if anything, specifically prompted you to quit smoking?
DO NOT READ OUT. MULTIPLES ACCEPTED
Health & Fitness
1. Asthmatic/ trouble breathing
2. Had a cough/ cold/ flu/ chest infection
3. Health scare (E.g. pneumonia, coughing fits)
4. Heart attack
5. Decline in health/ bad for my health
6. Affecting my fitness
7. Other health or fitness reason (SPECIFY) :
8. Health reasons/ ill health (Unspecified, not codes 1-6)
Family & Friends
9. I became pregnant
10. I am planning to become pregnant
11. My partner became pregnant
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12. Children in the house/ children's health/ role model for children/ children
encouraged me to quit
13. Family/ partner/ parents
14. Friends/ colleagues
15. Family history of illness (e.g. throat cancer)
16. Know someone who is ill/ has died from smoking related illness
17. Public perception
Money
18. Cost/ too expensive
19. Waste of money
20. Wanted to save money
Physical Appearance
21. The smell (On my body/ clothes)
22. Causing ageing (Wrinkles, etc.)
Advertising & Promotions
23. Health warnings on packs or new ‘plain packaging’
24. Health warning advertisements/ anti-smoking advertisements/health
information
25. Smoking support groups/ programs
26. GP or other health worker advice
27. Visited the Quitnow website
Others
28. Just stopped/ spur of the moment
29. Just wanted to
30. Availability of cheaper NRT (Nicotine Replacement Therapy (patches, gum,
inhaler, lozenges)
96. Other (SPECIFY) :
97. No particular reason
98. Can't say
QUITTING ATTEMPTS & EXPERIENCE – RECENT QUITTERS
Q4
Which, if any, of the following have you ever done to help you quit smoking?
READ OUT. MULTIPLES ACCEPTED.
Quitting Aids
Used Nicotine Replacement Therapy (patches, gum, inhaler, lozenges etc)
Used Zyban
Used Champix
Used a smartphone app
E-cigarettes
Advice
6. Rang the Quitline
7. 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 Quitcoach
11. Visited the Quitnow website
1.
2.
3.
4.
5.
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No quitting aids or advice
12. Gave up on my own
13. Reduced the amount of cigarettes I smoke/ cut down
Other
96. Other (SPECIFY) :
97. (DO NOT READ OUT) None of the above
99. (DO NOT READ OUT) Can't say
SMOKING & HEALTH
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
1. Improved your life greatly
2. Improved your life
3. Neither improved nor lowered your quality of life
4. Lowered your quality of life
5. Lowered your quality of life greatly
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
Q6
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
Q7
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
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
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2. Not very likely
3. 50/ 50
4. Very likely
5. Certain
99. (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
1. Not at all worried
2. A little worried
3. Moderately worried
4. Very worried
97. (DO NOT READ OUT) Not applicable
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
ATTITUDES TOWARDS SMOKING AND QUITTING
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 Australia
b.
The rewards of smoking outweigh the negatives
c.
Quitting smoking is easy
d.
It’s never too late to quit smoking
e.
It’s possible to quit smoking and remain a non-smoker
f.
Quitting will reduce your risk of sickness caused by smoking
g.
There are many benefits to quitting smoking
h.
There are negative health impacts of smoking before and during pregnancy
and around children
i.
There are many benefits to quitting smoking before and during pregnancy
and following birth
j.
Passive smoking affects pregnant women and their unborn children
k.
Quitting at any time during pregnancy decreases the risk of harm to the
unborn child
l.
Quitting smoking improves oxygen flow around your body and to your baby
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m.
n.
342
You should not quit smoking when pregnant as the baby will suffer
withdrawals
There are support and tools available to help smokers quit
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
AWARENESS OF BENEFITS OF QUITTING SMOKING - UNPROMPTED
Q11 In your opinion, what, if any, are the benefits to you of quitting smoking?
(DO NOT READ OUT) (MULTIPLES ACCEPTED)
1. Decreased risk of premature death/ less likely to die
2. Decreased risk of cancer
3. Decreased risk of stroke
4. Decreased risk of heart disease
5. Decreased risk of other diseases/ illness/ getting sick
6. Improved smell and taste
7. Improved lung function/ breathing
8. Improved blood flow to the skin
9. Improved fitness/ general health
10. Save money/ more money
11. Kids/ family would like it
12. Not being a bad role model to others in the family or community
13. Stopping others from being exposed to cigarette smoke (passive smoking)
14. Easier when going out
15. Public perception
16. Not smelling like smoke/ cigarettes
17. Fewer complications during pregnancy (general)
18. Decreased risk of miscarriage
19. Decreased risk of premature labour/birth
20. Decreased risk of ectopic pregnancy
21. Better for baby/ Healthier baby (general)
22. Decreased risk of SIDS (Sudden Infant Death Syndrome)
23. Decreased risk of baby with low birth weight
24. Decreased risk of baby getting infection
25. Decreased risk of baby having breathing difficulties
26. Decreased risk of baby developing cleft lip/ cleft palate
27. Decreased risk of baby having asthma/ impaired lung function later in life
28. Other benefit (SPECIFY) :
29. No benefits
99. Don’t know
98. Refused
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Q12
343
How much do you think you would benefit financially if you were to continue not
to smoke?
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
Q13
How much do you think your health would benefit if you were to continue not to
smoke?
READ OUT
1. Not at all
2. Slightly
3. Moderately
4. Very much
5. Extremely
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AWARENESS OF HEALTH EFFECTS OF SMOKING
(ASK ALL)
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 . . .
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?
(RESPONSE FRAME)
1.
Yes
2.
No
99.
Don’t know
EXPOSURE TO PREGNANCY
(ASK ALL FEMALE RESPONDENTS)
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344
Have you ever been pregnant?
IF YES – PROBE FOR THE FOLLOWING 3 OPTIONS
1. Yes – currently pregnant
2. Yes – previously pregnant
3. No
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(ASK ALL WHO ARE PREGNANT – code 1 at Q15)
Q16 How much, if at all, are you concerned that your smoking has affected the health of
your unborn baby? 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 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?
1. I definitely do not want to get pregnant in the next 2 years
2. I don’t really want to get pregnant in the next 2 years
3. I wouldn’t mind too much if I got pregnant in the next 2 years
4. I would love to get pregnant in the next 2 years
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(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?
1. Yes
2. No
99. (DO NOT READ OUT) Don't know
98. (DO NOT READ OUT) Refused
(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?
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Would you say you are…
READ OUT
1. Not at all worried
2. A little worried
3. Moderately worried
4. Very worried
97. (DO NOT READ OUT) Not applicable
98. (DO NOT READ OUT) Refused
99. (DO NOT READ OUT) Don't know
ADVERTISING AWARENESS
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?
1. Yes
2. 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?
1. Record Response:
ii. Can you please describe the next ad that comes to mind? And what was the ad
trying to say?
2. Record Response:
3. Don’t know
99. Refused
(ASK ALL)
AD2a In the past 4 months, do you recall seeing any television advertising relating to
smoking and pregnancy?
1. Yes
2. No
99. Don’t know
98. Refused
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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 newspaper
2. Yes – seen online
3. Yes – seen outside (e.g. on the street, bus stop etc.)
4. Yes – seen, but not sure where
5. 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.”
Have you heard this ad?
1. Yes
2. No (GO TO AD9)
99. Don’t know (GO TO AD9)
98. Refused (GO TO AD9)
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. No
99. Don’t know
98. 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)
Have you seen this ad? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)
1. Yes – seen in magazine or newspaper
2. Yes – seen online
3. Yes – seen, but not sure where
4. 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)
Have you seen this ad? (IF YES, PROBE WHERE) (MULTIPLES ACCEPTED)
1. Yes – seen in magazine or newspaper
2. Yes – seen online
3. Yes – seen, but not sure where
4. No (GO TO AD18)
99. Don’t know (GO TO AD18)
98. Refused (GO TO AD18)
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Pregnancy Campaign – Prompted Recall
AD21 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)
Have you seen this ad?
1. Yes
2. No (GO TO AD25)
99. Don’t know (GO TO AD25)
98. Refused (GO TO AD25)
AD21b Where did you see this ad? Did you see it?
A. On TV
B. On the internet (Where on the internet? - specify)
C. Somewhere else (Specify)
(RESPONSE FRAME)
1. Yes
2. No
99. (DO NOT READ OUT) Don’t know
(ASK IF SEEN ‘QUIT FOR YOU QUIT FOR TWO’ AD) (HIDE AD IMAGES BEFORE ASKING)
AD22 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 illness
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. Quitting smoking improves oxygen flow around your body and to your baby
5. Quitting smoking lowers the risk of miscarriage
6. Quitting smoking lowers the risk of premature labour
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 good
10. It’s twice as important to get the help you need when pregnant, or planning to
be
11. Every cigarette you don’t smoke is doing you good
12. Smoking is dangerous/ bad
13. Quit for You. Quit for Two.
14. Quit smoking
15. Quit smoking and give your baby a healthy start
16. Call the Quitline
17. Download the free phone app to help you quit
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18. Visit the Quitnow website
19. Support is available
20. Smoking when pregnant is dangerous
21. When you quit smoking you get the toxins out of your body
22. Quitting benefits you and your baby
23. Other (SPECIFY) :
AD23 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 understand
b. ...taught me something new
c. ...makes me stop and think
d. ...is believable
e. ...makes me feel uncomfortable
f. ...relates to me
g. ...makes me feel worried about my smoking
h. ...makes me more likely to try to quit
i. ...doesn’t affect me
(RESPONSE FRAME)
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
AD24 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 agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
99. (Don’t know)
98. (Refused)
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.
Have you heard this ad?
3. Yes
4. 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
was trying to say?
DO NOT READ OUT. MULTIPLES ACCEPTED.
1. Smoking causes cancer (unspecific)
2. Don’t smoke when pregnant
3. You should not smoke during or before pregnancy because it affects the health
of your baby
4. It’s worth fighting cravings for cigarettes when you’re pregnant
5. When you quit smoking, you get the toxins out of your system
6. Quitting smoking lowers the risk of miscarriage and/or other serious health
problems for your baby
7. Smoking is dangerous/ bad
8. Quit for You. Quit for Two
9. Quit smoking
10. Quit smoking and give your baby a healthy start
11. It’s twice as important to get the help you need when pregnant, or planning to
be
12. Call the Quitline
13. Download the free phone app to help you quit
14. Visit the Quitnow website
15. Other (SPECIFY) :
(ASK IF HEARD RADIO AD)
AD25b 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)?
(STATEMENTS)
a. ...was easy to understand
b. ...taught me something new
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c.
d.
e.
f.
g.
h.
i.
351
...makes me stop and think
...is believable
...makes me feel uncomfortable
...relates to me
...makes me feel worried about my <past> smoking
...makes me more likely to <try to quit / want to stay quit>
...doesn’t affect me
(RESPONSE FRAME)
5. Strongly agree
6. Agree
7. Neither agree nor disagree
8. Disagree
9. 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)
10. Yes – seen in magazine
11. Yes – seen in mainstream or community newspaper
12. Yes – seen online
13. Yes – in shopping centre bathroom
14. 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
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.
2.
3.
4.
5.
6.
7.
8.
9.
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Smoking causes cancer (unspecific)
Don’t smoke when pregnant
Smoking when pregnant deprives your baby of oxygen
If you smoke when pregnant toxic chemicals go into your baby including some
proven to cause cancer
Smoking when pregnant increases the risk of miscarriage
Smoking when pregnant increases the risk of premature labour
Smoking when pregnant increases the risk of ectopic pregnancy
Smoking when pregnant increases the risk of Sudden Infant Death Syndrome
(SIDS)
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/ bad
12. Quit for You. Quit for Two
13. Quit smoking
14. Quit smoking and give your baby a healthy start
15. It’s twice as important to get the help you need when pregnant, or planning to
be
16. Call the Quitline
17. Download the free phone app to help you quit
18. Visit the Quitnow website
19. 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
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 understand
b.
..taught me something new
c.
...makes me stop and think
d.
...is believable
e.
...makes me feel uncomfortable
f.
...relates to me
g.
...makes me feel worried about my <past> smoking
h.
...makes me more likely to <try to quit / want to stay quit>
i.
...doesn’t affect me
(RESPONSE FRAME)
15. Strongly agree
16. Agree
17. Neither agree nor disagree
18. Disagree
19. Strongly disagree
99. (Don’t know)
98. (Refused)
AD27 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 WHERE/ WHETHER
DOWNLOADED) (MULTIPLES ACCEPTED)
20. Yes – I downloaded it
21. 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…?
1. Very useful
2. Somewhat useful
3. Not at all useful
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD27=1)
AD29 How easy or difficult was it to use the Quit for You Quit for Two phone app? Was it… ?
1. Very easy
2. Easy
3. Neither easy nor difficult
4. Difficult
5. Very difficult
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
(ASK IF DOWNLOADED PHONE APP; I.E. AD27=1)
AD30 Which of the following statements best describe how you used the app?
24. I used the app consistently throughout my pregnancy
25. I used the app from time to time throughout my pregnancy
26. I stopped using the app after a while
27. I never really used the app after downloading it
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD31 How frequently did you use the app?
28. Daily
29. At least weekly (but not daily)
30. Less often than weekly
31. Not at all
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
IF AD31>3, GO TO AD35
AD32 Which of the following was the most valuable feature of the app?
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32. Daily tips
33. Baby growth
34. Savings
35. Games
36. Other (SPECIFY) :
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD33 Did you use the app to manage cravings?
37. Yes
38. No
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD34 Would you recommend the app to other women?
39. Yes
40. No
99. (DO NOT READ OUT) Don’t know
98. (DO NOT READ OUT) Refused
AD35 Have you tried any other apps to help you quit smoking?
41. Yes (SPECIFY NAME OF APP) :
42. No
99. (DO NOT READ OUT) Don’t know
98. (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)
AD36 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 smoking
b.
Your smoking affects your unborn baby
c.
You should quit smoking for your baby
d.
Every cigarette you don’t smoke, is doing you good
e.
Every cigarette you smoke is damaging your unborn child
f.
Call the Quitline
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g.
h.
i.
j.
355
Download the Quit for You Quit for Two app
When you choose to quit smoking there is support available
Use the 4D’s to help with cravings (delay, deep breathe, do something else and
drink water)
It’s twice as important to get the help you need when pregnant, or planning to
be
(RESPONSE FRAME)
1. Yes
2. No
99. Don’t know
98. Refused
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?
MULTIPLES ACCEPTED. DO NOT READ OUT.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
99.
98.
Considered quitting
Downloaded the Quit for You Quit for Two app
Downloaded another smartphone app for quitting
Discussed smoking and health with my partner/ friend/ family
Changed the type of cigarettes I smoke
Cut down the amount I smoke
Stopped/ quit smoking
Rang the Quitline
Read "how to quit" literature
Accessed Quit information from a website
Visited the Quitnow website
Asked my doctor for help to quit
Began taking Nicotine replacement therapy (NRT), or other pharmaceutical
stop smoking product
Set a date to give up smoking
Asked my pharmacist/other health professional for advice on quitting
Other (SPECIFY)
Done nothing
(Don’t know)
(Refused)
(ASK IF RECOGNISED ANY ELEMENT OF THE ‘SMOKING DURING PREGNANCY’ COMPONENT
OF THE NATIONAL TOBACCO CAMPAIGN)
AD38 What, if anything, will you do in the next month in response to seeing these ads?
MULTIPLES ACCEPTED. DO NOT READ OUT.
1.
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Consider quitting
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2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
99.
98.
356
Download the Quit for You Quit for Two app
Download other quitting apps
Discuss smoking and health with my partner/ friend/ family
Change the type of cigarettes I smoke
Reduce the quantity of cigarettes I smoke
Stop/ quit smoking
Ring the Quitline
Read "how to quit" literature
Visited the Quitnow website
Access Quit information from a website
Ask my doctor for help to quit
Begin taking Nicotine replacement therapy (NRT) or other pharmaceutical stop
smoking products
Other (SPECIFY)
No intentions
(Don’t know)
(Refused)
(ASK ALL)
AD39 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. Magazines
6. Online
7. Outdoor advertising like billboards and at bus stops
8. Other (SPECIFY) :
ENVIRONMENTAL TOBACCO SMOKE
(ASK ALL)
AD40 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.
2.
3.
4.
99.
98.
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Smoke anywhere inside the house
Smoke inside the house, but only in certain rooms, or
Smoke outside only
(DO NOT READ OUT) Smoking not allowed inside or outside
(DO NOT READ OUT) Don’t know
(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 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. Daily
2. A few times a week
3. A few times a month
4. Once a month or less
5. Never
6. 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?
D4a
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 No
99 (Do not read out) Don’t know
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To make sure we’ve spoken with a good range of people, I’d like to ask you a few final
questions.
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.
2.
3.
4.
5.
6.
7.
D6
Under $30,000
$30,000 to under $60,000
$60,000 to under $90,000
$90,000 to under $120,000
$120,000 to under $150,000
$150,000 or more
(Refused)
What is the main income earner's job? PROBE IF NECESSARY.
IF RETIRED OR NOT CURRENTLY WORKING, PROBE FOR PREVIOUS OCCUPATION IF
ANY
8. Manager
9. Professional
10. Technician or trades worker
11. Community or personal service worker
12. Clerical or administrative worker
13. Sales worker
14. Machinery operator or driver
15. Labourer
16. Student
98. Other (SPECIFY) :
97. No occupation (excludes students)
98. Refused
99. Can’t say
D7
Are there any people aged under 18 years of age living in this household?
1. Yes
2. No
98. Refused
99. Can’t Say
D8
Can you please tell me what is your highest level of education?
1. Some primary school
2. Finished primary school
3. Some secondary school
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4. Finished secondary school
5. Some tertiary education (university, tafe or college)
6. Finished tertiary education
7. 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. Arthritis
2. Asthma
3. Heart disease
4. Have had, or at risk of, stroke
5. Chronic kidney disease
6. Cancer of any kind
7. Mental Health problems such as Depression
8. Type 2 Diabetes
9. Oral Disease (e.g. Gum disease)
10. Osteoporosis
97. (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 English
2. Completely (or almost completely) in another (non-English) language
3. In a mixture of English and another language
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.
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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.
IF ASKS FOR FURTHER INFORMATION ON SMOKING AND QUITTING:
www.quitnow.info.au
Quitline 13 7848
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