This project related records of televised advertising Target Audience Rating Points for state and nationally-funded tobacco control campaigns to (a) a national replenished cohort study of Australian adult smokers and recent quitters and (b) cross-sectional surveys of Australian secondary student smoking behaviour. The first analysis of the cohort study found tobacco control advertising emphasizing the serious harms of smoking was associated with short-term (up to three month) increases in the likelihood of smokers making a quit attempt. Advertising for nicotine replacement therapy was not associated with an increased likelihood of quit attempts. The second analysis of the cohort study found greater exposure to tobacco control mass media campaigns reduced the likelihood of relapse in recent quitters. In the first analysis of the secondary school surveys, higher tobacco prices, stronger smoke-free air laws and higher per-capita expenditure on tobacco control programs were associated with lower student smoking. The second analysis found that both greater tobacco control campaign intensity and duration were associated with lower student smoking.
Prof Melanie Wakefield, A/Prof Sarah Durkin, Prof Vicki White, Dr Steven Bowe, Charles Warne, Dr Kerri Coomber
Prof Ron Borland and Dr Hua Yong (Cancer Council Victoria), A/Prof Matt Spittal (The University of Melbourne), Kate Purcell (Purcell Consulting)
NHMRC Project Grant (504707)
2008 - 2015