Journal article

Potential effectiveness of specific anti-smoking mass media advertisements among Australian Indigenous smokers

Harold S Stewart, Jacqueline A Bowden, Megan C Bayly, Greg R Sharplin, Sarah J Durkin, Caroline L Miller, Sharon E Givans, Charles D Warne, Melanie A Wakefield

Health Education Research | OXFORD UNIV PRESS | Published : 2011

Abstract

Aboriginal and Torres Strait Islander Australians (Indigenous Australians) have more than twice the smoking prevalence of non-Indigenous Australians. Anti-smoking campaigns have demonstrated success in the general population but little is known about their impact among Indigenous people. A total of 143 Indigenous and a comparison group of 156 non-Indigenous smokers from South Australia were shown 10 anti-smoking advertisements representing a range of advertisements typically aired in Australia. Participants rated advertisements on a five-point Likert scale assessing factors including message acceptance and personalized effectiveness. On average, Indigenous people rated the mainstream adverti..

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