„Cigarettes are eating you alive” media campaign in Poland

Magda CedzynskaEuropean Network of Quitlines

10th Anniversary Conference6th & 7th May 2010

Lisbon, Portugal

Daily smoking, men and women 20+, Poland 1974-2004

62,465,2

54,8

50,5

44,6 43,4

18,6

31,6

26,1 25,423,5

25,8

0

10

20

30

40

50

60

70

1974 1982 1985-1988

1990-1994

1995-1999

2000-2004

Mężczyźni

Kobiety

At the beginning of 80s one of the highest smoking prevalence in the world: almost 70% adult men and 32% adult women were daily smokers

Since 1989 decreasing of smoking prevalence in Poland (due to economical crisis and then public health intervention)

Smoking in Poland

Smoking prevalence in Poland, 20-29 years, 1974-2007

64% 64%

60%

49%

43%39%

26%23%

29%

34%

45%

28%

35%32%

0%

10%

20%

30%

40%

50%

60%

70%

1974 1982 1985-1988

1990-1994

1995-1999

2000-2004

2007 2007 2000-2004

1995-1999

1990-1994

1985-1988

1982 1974

0%

10%

20%

30%

40%

50%

60%

70%

Men Women

Polish Quitline

Established in 1996 as a first national quitline in Central

and Eastern Europe

In 2003 amendments to anti-tobacco legislation – new

health warnings with Quitline number on every 14th

cigarettes pack

Media campaigns in Poland

… not many

Australians ads in 1999

And „Cigarettes are eating you alive” in 2009

„Cigarettes are eating you alive” campaign has been created by NYC Department of Health. It was conducted in US, China, Russia and Ukraine with very positive results.

„Cigarettes are eating you alive”

Time: 16 November- 13 December 2009 in public and private TV and as well in regional TV

Organizers: World Lung Foundation and Ministry of Health

Partners: WHO office in Poland, Health Promotion Foundation

Aim: to convince smokers to quit and seeking help

2 spots: „Cigarettes are eating you alive” and „Cigarettes are eating you and your kids alive”

Target group: smokers, especially those who are parents and smoke areound kids

Quitline number on TV spots

Film eng

Film eng

Film pol

Film pol

Evaluation of the campaign

TelemetryTelemetry was conducted during campaign (16 Nov -13 Dec).

QuitlineNumber of calls to Quitline during campaign and within the next few days.

Survey Survey was conducted 14-18 Dec by Health Promotion Foundation

together with Opinion Research Institute on randomly chosen 1000 Poles. It was aimed at campaign’s perception analysis and its impact onto attitude toward smoking (in comparison with results done before campaign in July 2009).

Results of the campaign

TelemetryFrom 16 Nov to 13 Dec 2009 spots were on the air 562 times (286

times in prime time)

Acheived range was higher than it was expected. 82,5% of respondents from target group saw spot at least once, and two-third (64,1%) at least three times. It means that 18,3 milion of Poles in age 20-59 years saw spots at least once and 14,2 milion minimum three times.

Quitline Increase in call volume –

160% in comparison with November 2008

114% in comparison with December 2008.

119% in Nov and 80% in Dec in comparison with the average number of calls in 2009

Results of the campaign

Call volume - Nov and Dec 2008 and 2009

1996

1517

803

0

500

1000

1500

2000

2500

November and December 2009(together)

16 Nov - 13 Dec 2009 November and December 2008(together)

Survey on campaign perception. Spot - adults 22% of respondents saw spots Most of smokers declared that they learnt something new

from this spot. Most of smokers (60%) declared that they started to think

about smoking and their health and health of their families (64%)

58% started to think about stopping smoking in presence of other people

Half of them (51%) declared that they started to think about taking decision on quitting

Results of the campaign

Survey on campaign perception. Spot - children 22% of respondents saw spots Most men than women declared that it applies to them directly Both smokers and non-smokers declared that they learnt

something new from this spot Most of smokers (57%) declared that they started to think

about smoking and their health and health of their families (56%)

54% started to think about stopping smoking in presence of other people

Half of them (53%) declared that they started to think about taking decision on quitting

Results of the campaign

Changes in attitudes in comparison with survey from July 2009

awareness that smoking causes asthma at kids (64 vs 78%)

awareness that smoking can cause serious diseases at kids (77 vs 85%)

awareness that smoking causes stroke at adult (56 vs 67%)

Results of the campaign

Results of the campaign

29% of surveyed persons made an attempt to quit or reduced smoking when they have been exposed to campaign’s media messages. 5% (450,000) of adult Polish smokers had successfully quit smoking over that period

Press conference –media coverage

Ban on smoking in public places