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of Health & Aged Care National Expert Advisory Committee on Tobacco State/Territory Quit Coordinators Campaign Technical Advisory Committee Research & Evaluation Committee The Marketing Process and Corresponding Research Stages Literature, data review & segmentation Developmental research 1 Analysis 1 Analysis 2 Planning Implications Concept development & pre-testing 6 3 Feedback to stage 1 Develop test refine elements 5 Outcome evaluation 4 Assess in-market effectiveness Benchmark Implement- ation Process evaluation The Competitive Marketplace: The product We are searching explicitly for a socially acceptable addictive product British American Tobacco The cigarette is an inexpensive, extremely effective nicotine delivery device, engineered to rapidly provide the user with nicotine, thus maximising the addicting and toxic effects of the drug. The American Medical Association The Product Consumption Pattern a pattern of repeated self-administration that usually results in tolerance, withdrawal and compulsive drug taking behaviour a pattern of maladaptive use that continues despite adverse consequences. The American Medical Association The Tobacco Industry Massive infrastructure Billion dollar budgets Ingenious product marketing Quit campaigns Health departments - State/Territory and Commonwealth Cancer councils National Heart Foundation Action on Smoking and Health Peak medical bodies Quitline x 8 Pharmaceutical companies x 3 Fragmented infrastructure Cooperative rather than coordinated approach Limited funding Smokers targeted through multiple approaches with varying research to support The Anti-tobacco Industry Government Influences on Marketplace Restrictions on advertising and sales Phasing out of tobacco sponsorship Smoke free public place legislation Increases in excise duties Theoretical model Transtheoretical stages of change model Quitting is a process not a single action Stages Precontemplation: do not intend to change behaviour Contemplation: considering quitting in the next 6 months Preparation: making plans to quit within the next 30 days Action: have quit (but for less than 1 year) Maintenance: have successfully quit for more than 1 year Cyclical process Strategy Development Review of existing literature and reports from previous anti-tobacco campaigns Identification of target group & cessation focus Development of an individual model of behaviour change, most smokers do want to quit but not today Unwritten personal agenda Long term behaviours need resources and reinforcement to remain on that agenda Campaign Strategy Development Knowledge about negative health effects is universal but basic The campaign should: Achieve identification with the smoker Provide new information that is relevant and can be recalled with the behaviour of smoking Graphically display the consequences of smoking Provide a positive call to action 5 rounds of concept testing research showed the potential of the strategy on both an emotional and rational level Further phases of research to develop later executions Campaign Components Powerful advertising Promotion of National Quitline number Upgraded cessation services Promotional events Involvement of general practitioners, pharmacists, opthamologists, optometrists, and cardio-vascular specialists Campaign website Implementation Timetable 1997 June Campaign launch (June - November) 3 new TVCs Artery Lung Tumour 1998 January New Years Eve Campaign February Launch of campaign targeting NESB communities May World No Tobacco Day Campaign 2 new TVCs Brain Call for help 1999 January New Years Eve Campaign May World No Tobacco Day Campaign September Spring Campaign 2000 January New Years Eve Campaign May World No Tobacco Day Campaign 2 new TVCs Tar/Lung Eye 2001 January New Years Eve Campaign May World No Tobacco Day Campaign 2002 January New Years Eve Campaign May World No Tobacco Day Campaign 2003 May World No Tobacco Day Campaign 2004 May World No Tobacco Day Campaign Evaluation Issues What would equal success

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