Keeping young people smokefree: Using a susceptibility model to reduce smoking initiation

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Keeping young people smokefree Using a
susceptibility model to reduce smoking
initiation

• Ingrid McDuff (RE) Heidi Flaxman (Youth SF)
• HSC

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Where is Ingrid?
Manila
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Acknowledgements

• Ingrid McDuff (HSC)
• Heidi Flaxman (HSC)
• Anaru Waa (Quigley Watts)

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Outline

• Audience segmentation
• What is susceptibility
• Why use susceptibility for Smokefree Youth?
• Capturing susceptibility
• Some of our findings
• Susceptibility and HSC Programmes

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Segmenting the Audience

• What is it?
• Why do it?
• We know people differ that communication is
  filtered through these differences
• It takes us a step further in understanding our
  audience
• It enables us to reach our audience in a more
  efficient and effective manner
• Segments currently used in health promotion

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What is Susceptibility?

• Likely to be affected by liable or vulnerable
  to
• Oxford English Dictionary
• Cognitive predisposition to smoke
• as indicated by a lack of firm commitment against
  smoking

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Traditional Model of Smoking Uptake

• Susceptibility to smoking
• Cognitive predisposition to smoke as indicated
  by a lack of firm commitment against smoking

preparation initiation
experimentation regular smoking addiction
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Risk Factors to Smoking Initiation
Individual Risk Factors Age
Gender
Ethnicity SES
Knowledge/Personality Normative beliefs re
smoking

Smoking/Non-smoking Behaviour
Susceptibility to Smoke
Environmental Risk Factors Smoking among
significant others (parents, siblings, peers)
Smoking norms in key settings (homes
cars, public, media, sport-related, schools)
Access to cigarettes
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Why Use Susceptibility for Smokefree Youth?

• Preventing and reducing smoking initiation
• Susceptibility is linked with smoking initiation
• 61 susceptibles initiated smoking at 3 year
  follow-up, compared with 24 non-susceptibles
• (Jackson, 1998)

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Continued.

• Its all about timing
• Looking beyond NEVER and EVER smoked
• Have you ever smoked a cigarette, even just a
  few puffs?
• NEVER, EVER smoked.

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Capturing Susceptibility

• If one of your best friends offered you a
  cigarette, would you smoke it?
• At any time during the next 12 months do you
  think youll smoke a cigarette?

Definitely Not
Probably Not
Definitely Yes
Probably Yes
NON-SUSCEPTIBLE
SUSCEPTIBLE
Definitely Not
Probably Not
Probably Yes
Definitely Yes
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Using Susceptibility

• National Survey Year 6 Students
• 18 EVER smoked
• 80 NEVER smoked

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Using Susceptibility
Other people smoking around respondents
Susceptibles - more likely to report other people
smoking around them
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Susceptibility HSC Tobacco Control Programmes

• Aims
• How we use the susceptibility scale
• Limitations
• Risk and protective factors

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Some Risk Factors

• Exposure to role models smoking
• Access to cigarettes
• Lack of connectedness
• Over-estimation of smoking prevalence
• Rules, values and policies
• Excess pocket money
• Media consumption (TV, movies, magazines)
• Perception of smoking as normal and socially
  accepted
• Poor academic performance

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HSC Smokefree Intervention Examples

• Smokefree Homes and Cars Campaigns
• World Smokefree Day Messages

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Youth Celebrity Campaign

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Print Media - Depictions and Messages

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Auahi Kore - supporting a culture that excludes
smoking

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Applying Susceptibility

• Application of susceptibility measure in
  youth health risk/protective risky sexual
  behaviour, drink driving, other inappropriate
  drug use