Friday, 4 March 2011
A state-wide media campaign will air from Sunday 6 March 2011.
The Smarter than Smoking Project aims to prevent the uptake of smoking among 10-15 year olds in Western Australia.
The March media campaign will use two existing 15 second television advertisements from the Smarter than Smoking 'Eyes' campaign originally developed in 2005.
'Eyes' emphasises the 'pointlessness' of smoking, the decreased social acceptability of smoking and reinforces the short term health effects of smoking.
The ads will air on Go!, 9, Ten, One, Eleven, GWN and WIN during programs that are most likely to be watched by the target group.
The most recent Smarter than Smoking media campaign, 'Burnt/Miss out', developed in 2008, last aired in August 2010. Post campaign evaluation results indicate that while 'Burnt/Miss out' has been the most efficient advertising campaign for Smarter than Smoking ever (very closely followed by the 'Eyes' campaign), wear out is setting in with significantly less 12-16 year olds rating the ads as interesting or believable.
Overall, Smarter than Smoking continues to see positive shifts in youth attitudes and behaviours towards smoking and smoking prevalence among WA youth is at an all time low of 4.8%.