Recall and response of smokers and recent quitters to the Australian National Tobacco Campaign

Abstract

Objective: To track national population indices of recall and response among smokers and recent quitters to an ongoing national televised anti-smoking campaign in Australia. Method: National cross sectional population telephone surveys of adults. Main outcome measures: Unprompted recall of advertising; recognition of advertising; campaign attributed encouragement to quit or stay quit; unprompted awareness of smoking related health effects; new learning about smoking and health; and agreement with campaign related attitudes. Results: Campaign advertising continued to be highly memorable over the period of study, with 88% having confirmed recognition in 2000. Campaign advertising was consisten..