Centre for Behavioural
Research in Cancer

Pre-testing and evaluation of Quit Victoria mass media communications

This research program includes studies to quantitatively pre-test Quit Victoria’s advertising messages. It also includes population-based studies to quantitatively evaluate smokers’ responses to campaign messages. Campaigns are evaluated that appear on television and other traditional media, as well as on social and online media, and in general practice waiting rooms. Regular internal reports are produced for Quit to enable continuous improvement of mass media campaign delivery, with some studies published as journal articles.

CBRC staff

A/Prof Sarah Durkin, Linda Hayes, Emily Bain, Dr Emily Brennan, Prof Melanie Wakefield


Quit Victoria, Media and Communications team (Prevention Division, Cancer Council Victoria)


Quit Victoria (which is funded by VicHealth and the Victorian Department of Health and Human Services), Cancer Council Victoria


2004 - present