Register      Login
New South Wales Public Health Bulletin New South Wales Public Health Bulletin Society
Supporting public health practice in New South Wales
RESEARCH ARTICLE

Smokers respond to anti-tobacco mass media campaigns in NSW by calling the Quitline

Trish Cotter A C , Donna A. Perez A , Anita L. Dessaix A and James F. Bishop B
+ Author Affiliations
- Author Affiliations

A Cancer Prevention, Cancer Institute New South Wales

B Chief Cancer Officer, Cancer Institute New South Wales

C Corresponding author. trish.cotter@cancerinstitute.org.au

NSW Public Health Bulletin 19(4) 68-71 https://doi.org/10.1071/NB07098
Published: 29 April 2008

Abstract

Objective: One aim of the anti-tobacco mass media campaigns in NSW is to increase the numbers of smokers calling the Quitline to seek assistance to quit. Methods: Investigation of the relationship between the weight of television advertising (Target Audience Rating Points: TARPs) and number of calls to the Quitline. Results: There is a high correlation between weekly Quitline calls and TARPs. Conclusions: Anti-tobacco mass media campaign advertising that promotes the Quitline number encourages smokers to seek assistance to quit.


Acknowledgment

The authors would like to thank Arthur Hung for his assistance with the statistical analysis.


References


[1] Cancer Institute New South Wales. NSW cancer plan 2007–2010. Sydney: Cancer Institute NSW, 2006.

[2] NSW Department of Health. NSW Tobacco Action Plan 2005–2009. North Sydney: NSW Department of Health, 2005.

[3] Monash University. Marketing dictionary. Available at . Accessed 28 June 2007.DOI

[4] Stead LF,  Perera R,  Lancaster T. Telephone counselling for smoking cessation Cochrane Database of Systematic Reviews 2006;: CD002850.


[5] Borland R,  Segan CJ,  Livingston PM,  Owen N. The effectiveness of callback counselling for smoking cessation: a randomized trial. Addiction 2001; 96 881–9.
Crossref | GoogleScholarGoogle Scholar | PubMed |

[6] Donovan R, Henley N. Social marketing: principles and practice. Melbourne: IP Communications, 2003.

[7] Williams P, Bleasdale T. The relationship between campaign television activity and Quitline call data. In: Hassard K, editor. Australia’s national tobacco campaign: evaluation report, volume one. Canberra: Commonwealth Department of Health and Aged Care, 1999.

[8] R Development Core Team. R: a language and environment for statistical computing. Vienna: R Foundation for Statistical Computing, 2007. Available at http://www.r-project.org. Accessed 11 January 2008.

[9] Tan N, Hassard K. Quitline calls and campaign television investment. In: Hassard K, editor. Australia’s national tobacco campaign: evaluation report, volume two. Canberra: Commonwealth Department of Health and Aged Care, 2000.

[10] Miller CL,  Wakefield M,  Roberts L. Uptake and effectiveness of the Australian telephone Quitline service in the context of a mass media campaign. Tob Control 2003; 12 53–8.
Crossref | GoogleScholarGoogle Scholar |