Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Mar 9, 2023
Open Peer Review Period: Mar 9, 2023 - Mar 23, 2023
Date Accepted: Dec 29, 2023
(closed for review but you can still tweet)
Warning: This is an author submission that is not peer-reviewed or edited. Preprints - unless they show as "accepted" - should not be relied on to guide clinical practice or health-related behavior and should not be reported in news media as established information.
Tasmania’s tobacco control mass media campaign program, 2019-2021: Evaluating the impact of traditional and new media on smoking intentions and behaviours
ABSTRACT
Background:
Tasmania, Australia has a comprehensive tobacco control mass media campaign program that includes traditional (e.g., television) and ‘new’ channels (e.g., social media).
Objective:
This study assesses the impact of the 2019-2021 campaign program on smokers’ intentions and behaviours.
Methods:
We used a tracking survey to assess campaign recall and recognition, intentions to quit, and behavioural actions taken in response to the campaigns. We merged these data with metrics including television target audience rating points (TARPs), digital and Facebook analytics, and Quitline activity data, and conducted regression and time series modelling.
Results:
We found having different creatives within a single campaign burst was associated with higher campaign recall and recognition and an increase in behavioural actions taken. Higher TARPs were associated with higher campaign recall (but not recognition) and an increase in quit intentions, but not an increase in behavioural actions taken. Higher Facebook ad reach was associated with lower recall among survey participants, but recognition was higher when digital channels were used. No systematic trends in Quitline activity were detected over the evaluation period, but Quitline activity was higher when Facebook reach and ad spend were higher.
Conclusions:
Our evaluation suggests that a variety of creatives should be used simultaneously and supports the continued use of traditional broadcast channels, including television. However, the impact of television on awareness and behaviour may be weakening. We are also one of the first studies to explicitly examine the impact of digital and social media, finding some evidence that they influence quitting-related outcomes.
Citation
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Copyright
© The authors. All rights reserved. This is a privileged document currently under peer-review/community review (or an accepted/rejected manuscript). Authors have provided JMIR Publications with an exclusive license to publish this preprint on it's website for review and ahead-of-print citation purposes only. While the final peer-reviewed paper may be licensed under a cc-by license on publication, at this stage authors and publisher expressively prohibit redistribution of this draft paper other than for review purposes.