Impact of anti-smoking ads on smokers of lower socio-economic status

Project Description

This program of research seeks to understand the features of mass media campaigns that best influence movement towards quitting among smokers of lower socio-economic status, among whom smoking is most prevalent.

A range of research methods are being used, including examining the relationship between population exposure to different types of anti-smoking ads and calls to the Victorian telephone Quitline or hits to the website; analysing smokers' responses to a series of Quit Victoria campaign ads, to quitting behaviour. 

So far, this research program is suggesting that anti-smoking ads that elicit negative emotions by portraying graphic images or personal stories of smoking hard, may benefit smokers of lower socio-economic status.

Contact:  Sarah Durkin at cbrc@cancervic.org.au 

Publications: Impact of anti-smoking ads on smokers of lower socio-economic status

Year

2007 to present

Researchers

Sarah Durkin, Melanie Wakefield

Funding Body

Quit Victoria; Cancer Council Victoria; UICC Yamagiwa-Yoshida Fellowship

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