Kick the habit: a social marketing campaign by Aboriginal communities in NSW
M. A. Campbell A , S. Finlay A , K. Lucas A , N. Neal A and R. Williams A BA Aboriginal Health & Medical Research Council of New South Wales, Level 3, 66 Wentworth Avenue, Surry Hills, NSW 2010, Australia.
B Corresponding author. Email: rwilliams@ahmrc.org.au
Australian Journal of Primary Health 20(4) 327-333 https://doi.org/10.1071/PY14037
Submitted: 27 February 2014 Accepted: 1 September 2014 Published: 30 September 2014
Abstract
Tackling smoking is an integral component of efforts to improve health outcomes in Aboriginal communities. Social marketing is an effective strategy for promoting healthy attitudes and influencing behaviours; however, there is little evidence for its success in reducing smoking rates in Aboriginal communities. This paper outlines the development, implementation and evaluation of Kick the Habit Phase 2, an innovative tobacco control social marketing campaign in Aboriginal communities in New South Wales (NSW). The Aboriginal Health & Medical Research Council worked with three Aboriginal communities and a creative agency to develop locally tailored, culturally relevant social marketing campaigns. Each community determined the target audience and main messages, and identified appropriate local champions and marketing tools. Mixed methods were used to evaluate the campaign, including surveys and interviews with community members and Aboriginal Community Controlled Health Service staff. Community survey participants demonstrated high recall of smoking cessation messages, particularly for messages and images specific to the Kick the Habit campaign. Staff participating in interviews reported an increased level of interest from community members in smoking cessation programs, as well as increased confidence and skills in developing further social marketing campaigns. Aboriginal community-driven social marketing campaigns in tobacco control can build capacity, are culturally relevant and lead to high rates of recall in Aboriginal communities.
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