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 firstname.lastname@example.org
2007 to present
Sarah Durkin, Melanie Wakefield
Quit Victoria; Cancer Council Victoria; UICC Yamagiwa-Yoshida Fellowship