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Centre for Behavioural
Research in Cancer

Pre-testing and evaluation of Quit Victoria’s integrated public communications campaigns

This research program includes studies to qualitatively and 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, other traditional media and a wide range of social and online digital media. Regular internal reports are produced for Quit to enable continuous improvement of integrated media campaign delivery, with some studies published as journal articles.

CBRC staff

Eve Mitsopoulos, Kimberley Dunstone, Claudia Gascoyne, Prof Sarah Durkin, Dr Emily Brennan


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


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


2004 - present