Dear Joshua and other click4HP people
Australia has run a very large national anti-smoking campaign for a number of
years now, with a significant mass-media component. There was a major
evaluation of this program a couple of years ago, with two evaluation reports
(each with a CD of the media materials I think). The evaluation looked not only
at message recognition etc but, through phone-back to people who had contacted
the 1800 number in the media campaign, was able to conclude that about 190,000
people gave up smoking as a result of that media campaign (am quoting this from
memory, so my figures may not be accurate).
Try contacting the Australian federal Department of Health and Ageing to see if
they can supply you with a copy of hte evaluation reports. Their web site is
www.health.gov.au
But attributing these smoking cessation results to the media campaign might be
a bit of a call. I suggest you look at an interesting article by Simon Chapman,
published in the British Medical Journal in 1993: Unravelling gossamer with
boxing gloves. It provides a cautionary note in analysing such impact and
outcome evaluation of media campaigns.

Bernie Marshall

Senior Lecturer, Health Promotion
School of Health Sciences
Deakin University
Burwood, Vic 3125

Tel: (61+3) 9244 6822
Fax: (61+3) 9244 6017

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