Smokefree Homes and Cars Campaign

1

• Smokefree Homes and Cars Campaign
• listening to customers and extending the message
• Sue Walker, Marija Vidovich, Kiri Milne, Stella
  McGough, Melonie Martin
• HSC

2
Overview

• Why second-hand smoke is a health issue
• How the tobacco control community is responding
  a national mass communications campaign
• How the campaign has been developed and sustained
• What are the next steps

3
The context impacts

• Second-hand smoke estimated to cause
• around 300-350 deaths / year (around 100 from
  workplace exposure)
• around 3,700 preventable hospitalisations
• adults - increased risk of lung cancer, heart
  disease, stroke and respiratory illnesses
• children - increased risk of glue ear, lower
  respiratory illnesses, onset and worsening of
  asthma, SIDS
• 15 higher premature mortality in adult
  never-smokers living with smokers (cf. adult
  never-smokers living in smokefree households) -
  1 in 7 NZers exposed to SHS in home (03)

4
The context - responses

• Options for reducing SHS
• Legislation (no smoking allowed less SHS)
• SFE Act - from 10 December 2004 all enclosed
  areas of workplaces required to be smokefree
• Cessation (less smokers less SHS)
• Promoting voluntary change in smokers behaviour
  (less smoking inside less exposure of
  non-smokers to SHS)

5
The context the campaign

• Since the SFE Act gt from end of 2004 homes and
  cars main settings in which non-smokers exposed
  to SHS 50 of NZ smokers smoke in the home
• Smoking in the home is a key risk factor for
  youth smoking initiation
• MoH commissioned HSC and The Quit Group to
  deliver a campaign to reduce exposure to SHS in
  homes and cars

6
Context bigger picture

• Part of a wider social marketing programme that
  aims to reduce the number of private and public
  settings in which young people are exposed to
  smoking behaviour
• How to start?
• How to sustain and campaign messages and extend
  the campaign?

7
The approach

• Evidence-based
• literature review to identify
• health effects, exposure levels and risk factors,
  attitudes, theoretical basis, lessons from other
  campaigns (HSC and The Quit Group)
• Audience focussed
• in-depth interviews with people making decisions
  about smoking in the home to understand
• key influences on decisions around smoking in
  domestic settings motives and barriers to
  change (TNS)

8
Research outcomes

• Identified the audiences for the campaign
• focus on children - those needing protection /
  have most to gain -
• children 2-13 years exposed to SHS
• intervention group most able to affect change
  in childrens exposure to SHS
• parents and caregivers who smoke concern for
  others
• priority groups most affected
• households with smokers, Maori, and low
  socio-economic background

9
Response

• Developed goals and objectives as part of a
  programme plan
• Long-term de-normalisation smoking around
  others not the norm
• programme needs to be long enough to change
  social norms
• requires media community activities
• Short- to medium-term - steps
• reduce childrens exposure in private settings
  bans in homes / not smoking around children
• in the short-term smokers wanted achievable
  solutions
• increase knowledge of harms and benefits but not
  smoker bashing encouragement

10
Informed campaign messages
11
Did it work?

• Yes

in 03 - 21 of caregivers reported that a person
had smoked around them inside their home, by 06
9.5 - so fewer children exposed (Maori
larger decrease than non-Maori 35-11)
12
Did it work?
13
Where to next?

• More audience research told us
• support for homes campaign
• smoking in cars common
• a safe place to smoke and OK if well ventilated
• sensitivity to smoking around children and risk
  of condemnation by others social dissaproval
• parents/caregivers do not want to be seen as bad
  parents
• increase resistance to change

14
Where to next?

• Audience research
• original message dont smoke inside ? dont
  smoke around others
• second stage - focus on cars
• Literature review told us
• cars winding the window down not sufficient to
  remove smoke
• poisons linger in the car
• second-hand smoke 23x more toxic in car

15
Next stage of the campaign

• Extend the message
• make your car smokefree
• Smokefree cars - approach
• creative brief
• 2 messages - social disapproval and safety first
• back to the audience focus groups to test
  messages

16
What did we learn?

• Social disapproval message
• strongest for Maori and Pacific
  parents/caregivers
• disliked by Pakeha parents/caregivers risk of
  making them more resolute
• Direct messages
• Maori and Pacific parents/caregivers responded
  best and wanted to know why it was bad

17
Smokefree cars message
Continued the poisons imagery Used the social
disapproval theme But - a good mother Not just
media - supported by car-related resources -
18
Is it working?

• Interim campaign awareness survey
• to test for unintended consequences
• to explore initial responses to the ad
• interviewed people
• 18 years and over
• smoker at least once a week (around one-half
  smoked in their car 3-5 out of 10 when with
  children)
• parent, legal guardian or caregiver (infants or
  children 13 years and younger)
• regularly drive or travel as passenger in
  privately owned vehicle

19
High reach

• 90 of all respondents recalled the Smokefree
  Cars TVC
• no evidence of unintended consequences - not
  offensive

20
Moderate impact

• 52 had learnt something new
• still a large audience to convince
• of all respondents who smoked in the car when
  children were in the car
• 46 took no action
• but others responded in various ways
• smoked less around children
• cut down on smoking in the car
• held cigarette out of the window

21
Where to next?

• message penetration is good but to achieve
  behaviour change need to continue to reinforce
  messages
• challenge to motivate the sales force to
  maintain focus on cars

22
Where to next?

• continue to extend the message
• dont smoke around children anywhere, anytime
• parks, playgrounds, beaches Upper Hutt
• World Smokefree Day
• continue to listen and learn
• further audience research and evidence reviews

23

• Smokefree Homes and Cars Campaign
• listening to customers and extending the message
• Sue Walker, Marija Vidovich, Stella McGough and
  Kiri Milne
• HSC