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

Lead researcher

Sarah Durkin, Melanie Wakefield

Years funded

2007 to present

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

Funding Body

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

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