Evaluating an Aboriginal tobacco social marketing project in Sydney, Australia. (3rd May 2019)

• Record Type: Journal Article
• Authors: Poder, Natasha; Khan, Raquiba Jahan; Kovai, Vilas; Robinson, Laurel; Wright, Darryl; Spinks, Mark; Heathcote, Jeremy; Millen, Elizabeth; Welsh, Kerry; Bedford, Karen
• Is Part Of: Health promotion journal of Australia. Volume 31:Number 1(2020)
• Page Start: 26
• Page End: 37
• Publication Date: 2019-05-03
• Subjects: Aboriginal -- evaluation -- partnership -- social marketing -- tailored -- tobacco and smoking; Health promotion -- Periodicals; Health promotion -- Australia -- Periodicals; 613.0994
• DOI: 10.1002/hpja.251
• Languages: English
• ISSNs: 1036-1073

Abstract

Abstract: Introduction: A partnership between three Aboriginal Community Controlled Organisations and a mainstream health service was formed to develop, implement and evaluate a comprehensive and culturally appropriate social marketing project which aimed to encourage smokers to quit smoking. The project also supported quit attempts and promoted denormalisation of smoking. Methods: The project was evaluated through baseline (n = 427) and follow‐up (n = 611) surveys carried out face‐to‐face with Aboriginal and/or Torres Strait Islander participants 18 years and older recruited through convenience sampling at community events and venues during 2010‐2011 and 2015. Results: The proportion of participants who had made one or more quit attempts increased significantly between baseline and follow‐up surveys (54%, 101 out of 187; vs 64%, 189 out of 297; P < 0.05). Participants who had intended to quit within 6 months (AOR, 3.29; 95% CI 1.90‐5.68; P < 0.01); and participants disagreeing with the statement "I don't mind if people smoke inside my home" (AOR, 1.74; 95% CI 1.06‐2.84; P < 0.05) were significantly more likely to have made one or more quit attempts compared to the respective reference groups. Conclusion: Study findings demonstrate that the project was associated with increased quit attempts. Intention to quit and attitude were found to be the predictors of making a quit attempt. So what?: Many studies suggest the need to denormalise smoking; this study demonstrated both change in attitudes and an increase in quit attempts. It is recognised that many quit attempts may be needed for long‐term smoking cessation.