The effectiveness of television advertising campaigns on generating calls to a national Quitline by Māori

Objective: To examine the effectiveness of four mass media campaigns on calls to a national Quitline by Māori (the indigenous people of New Zealand). Methods: Monthly Quitline call data and calls within one hour of a television commercial (TVC) being shown were analysed for the 2002–2003 period. Dat...

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Bibliographic Details
Published in:	Tobacco control 2005-08, Vol.14 (4), p.284-286
Main Authors:	Wilson, N, Grigg, M, Graham, L, Cameron, G
Format:	Article
Language:	eng
Subjects:	Adult Advertising as Topic - methods advertising campaign Advertising campaigns Age groups Audiences BRIEF REPORT Cigarette smoking Cigarettes Confidence intervals Cost effectiveness analysis Cost-Benefit Analysis Ethnic Groups Ethnicity Every cigarette is doing you damage Expenditures Health disparities Health Promotion - economics Health Promotion - methods Hotlines - economics Hotlines - utilization Humans IAW indigenous people Information sources Its about whānau Māori Native peoples New Zealand News content Program Evaluation Quitline Secondhand smoke SHS Smoking Smoking cessation Smoking Cessation - economics Smoking Cessation - ethnology Smoking Cessation - methods Smoking Prevention target audience rating points Target audiences Target marketing TARPs Television Television advertising television commercial Television commercials TVC
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Summary:	Objective: To examine the effectiveness of four mass media campaigns on calls to a national Quitline by Māori (the indigenous people of New Zealand). Methods: Monthly Quitline call data and calls within one hour of a television commercial (TVC) being shown were analysed for the 2002–2003 period. Data on target audience rating points (TARPs) and expenditure on TVCs were also used (n = 2319 TVC placements). Results: Māori were found to register with the Quitline at higher rates during the most intense six campaign months (15% more registrations compared to less intense months). The most effective campaign generated 115 calls per 100 TARPs by Māori callers within one hour of TVC airing (the “Every cigarette” campaign). A more Māori orientated campaign with both health and cultural themes generated 91 calls per 100 TARPs from Māori callers. For these two campaigns combined, the advertising cost per new registration with the Quitline by a Māori caller was $NZ30–48. Two second hand smoke campaigns that did not show the Quitline number were much less effective at 25 and 45 calls per 100 TARPs. Conclusions: These television advertising campaigns were effective and cost effective in generating calls to a national Quitline by Māori. Health authorities should continue to explore the use of both “threat appeal” style media campaigns and culturally appropriate campaigns to support Quitline use by indigenous peoples.
ISSN:	0964-4563 1468-3318