Prepared for: Cancer Institute NSW

Prepared for: Cancer Institute NSW

TNS consultants: Laurette Douglas, Sandra Eichhorn

J26411: 12 September 2007

Client contacts: Donna Perez, Trish Cotter

Pre-testing ofAnti-tobacco ads

2

Contents

Research Objectives

Methodology and Sample

Demographics

Main Message

Primary Recall

Calls to Action

Efficacy

Research Objectives

4

Research Objectives

The Cancer Institute NSW commissioned TNS Social Research to conduct pre-testing of anti-tobacco ads, among smokers aged 18+ years living in NSW.

The primary aim of this evaluation was to assess the main message, primary recall, calls to action and perceived efficacy amongst smokers.

Three TVCs were evaluated:

A Lung (Bronchoscopy/ Tumour Animatic)

B Sponge

C Morten

6


All surveys were conducted online. Respondents were exposed to each of the three advertisements and asked questions on main message take-out, statement association (calls to action) and perceived efficacy. Primary recall was further tested only for Lung.

Surveys were conducted between Friday 24 August and Sunday 26 August 2007.

Sample was drawn from the EmailCash database, targeting 18+ year old smokers from NSW. The average survey length was approximately 10 minutes.

The total sample released (approximately 6250 records) was stratified by gender (50% male and 50% female) and location (60% metropolitan NSW, i.e. greater Sydney, and 40% rural / regional).

Respondents were also required to confirm that they had answered all questions truthfully and fully. Those that did not were removed from the data.

Data has been weighted in alignment with 2006 ABS figures.

7

n=301 Online Surveys

49% male respondents 51% female respondents

63% metropolitan NSW respondents 37% regional/rural NSW respondents

Research Design – Sample Frame

All data has been post-weighted by age, gender and location, according to current ABS statistics.

All significant differences (unless otherwise noted) are measured at a 95%± confidence level.

8

Conclusions

Message take-out (All 3 ads)

The message take-outs across all three ads are very similar – with 7 key messages repeated for all ads.

The highest mention is achieved for ‘All smokers can get lung cancer’ (25%) and mostly in response to the Lung ad.

‘Smoking is bad for your health’ is associated with all three ads (15-21%).

Primary Recall (Lung specific)

Nett images (31%) and the Nett sounds (28%) are remembered most among respondents.

Calls to Action (All 3 ads)

All TVCs are most closely associated with ‘Is believable’ (77-86% Nett agree), ‘Is relevant to me’ (71-78% Nett agree), ‘Is an effective anti-smoking ad’ (68-73% Nett agree) and ‘Makes me stop and think’ (69-71% Nett agree).

Efficacy (All 3 ads)

All TVCs perform very similarly in terms of efficacy – Overall more than 40% of respondents rank all ads as ‘nett effective’.

Demographics

10

Demographics

7%

88%

5%

Daily At least weekly (not daily) Less often than weekly

S1. How often do you now smoke cigarettes, pipes or other tobacco products?

Base: All respondents n=301

11

S2. How old are you at the moment?

Demographics

18%

14%

18%18%

12%

20%18 - 24 years

25 - 34 years

35 - 44 years

45 - 54 years

55 - 64 years

65+ years


12

S3. Please indicate your gender?

Demographics

51%

49%

Male Female


13

S4. What is your postcode?

Demographics

37%63%

Metro Rural


Main Message

15

Main MessageSummary All TVCs generate the main message ‘Smoking is bad for your health’:

• A Lung (15%)

• B Sponge (21%)

• C Morten (18%) For the ads Lung and Morten, this message is significantly more likely to be mentioned by respondents aged

18-24 years. For the ads Lung and Sponge, daily smokers are significantly more likely to mention this message than those

who smoke less than weekly.

Overall highest mentions for message take-out are: ‘All smokers can get lung cancer/ smoking causes lung cancer’ (25%)Lung ‘Smoking makes it hard to breathe’ (23%)Morten

Primary main messages per ad are: A Lung: ‘All smokers can get lung cancer/smoking causes lung cancer’ (25%) B Sponge: ‘Smoking damages your health/ makes you sick’ (21%) C Morten: ‘Smoking makes it hard to breathe’ (23%)

16

Lung Sponge Morten

All smokers can get lung cancer/ damages your lungs

25% 18% /

Stop smoking 21% 14% 18%

Don’t smoke 21% 10% 8%

Smoking is bad for your health 15% 21% 18%

You can’t breath easily/smoking makes it hard to breath

11% / 23%

Smoking kills you 8% 3% 5%

Smoking causes lung cancer 6% 5% 5%

Q1A/B/C. What is the MAIN point that this ad is trying to make?

Consistent responses in terms of main messages across all TV ads.

Main MessageSummary


17Base: All respondents n=301

Q1A. What is the MAIN point that this ad is trying to make?

Main Message Lung

Those aged 18-24, rural respondents and occasional smokers were significantly more likely to mention ‘All smokers can get lung cancer/smoking causes lung cancer’ than other subgroups.

*Occasional smokers = weekly / less than weekly smokers


Q1B. What is the MAIN point that this ad is trying to make?

Rural respondents and daily smokers were significantly more likely to mention ‘Smoking damages your health/makes you sick’ whereas those aged 65+ are at least likely to associate this message.

Main Message Sponge


Q1C. What is the MAIN point that this ad is trying to make?

Those aged 55-64 were more likely to associate ‘Smoking makes it hard to breathe’ with this ad in comparison to other age groups.

Main Message Morten

Primary Recall

21

Primary Recall – LungSummary Respondents remember the following elements most :

Images of cancer (13%)

Breathing/ sound of breathing (12%)

Growth/ cancer on the lung (10%)

Classification according to five broader themes (Netts) are as follows:

Image related (30%)

Sound related (27%)

Cancer consequences based on smoking (24%)

Hard to breath related (11%)

Other consequences based on smoking (5%)

22

Classification according to five broader themes (Netts)Nett image related 30%Images of cancer 13%Pictures of the lungs/inside inspection of lungs 8%Graphic/gory pictures/graphic images 5%Pictures (nfi) 2%Doctors face 2%Medical procedures/images 1%Nett sound related 27%Breathing/sound of breathing 12%Whistling noise 6%Wheezing 5%The sounds 4%The voice 2%Nett cancer consequences based on smoking 24%Growth/cancer on the lungs 10%Lung cancer 6%Smoking can cause lung cancer 3%Smoking can cause cancer 2%Cancer in the airways/blocked airways 2%Cancer blocking the arteries 1%Nett hard to breath related 11%Hard to breathe/breathing difficulties 9%No smoker can breathe easy 2%Nett other consequences based on smoking 5%Smoking kills 2%Growth in the tubes 1%Lumps on the throat 1%Smoking harms your health 1%Nett Other 15%Other 7%Unable to operate/too late to operate 5%Can relate to it/looks/sounds like me 2%Stop/quit now 1%Don't know 3%


23

Primary Recall – Lung

13%12%

10%9%

8%6% 6%

5% 5% 5%4%

7%

3%

Imag

es o

f can

cer

Breat

hing/

sound o

f bre

athin

g

Gro

wth/c

ance

r on th

e lu

ngs

Hard to

bre

athe

/bre

athin

g diff

iculti

es

Pictu

res

of th

e lungs/

insi

de in

spec

tion

..

Lung c

ance

r

Whis

tling n

oise

Gra

phic/

gory

pic

ture

s/gra

phic

imag

es

Whee

zing

Unable

to o

perat

e/to

o la

te to

oper

ate

The so

unds

Oth

er

Don't k

now

The top 3 issues are significantly more memorable among those aged 65+ years and the top 2 issues are more memorable among females.

Q2A. What sticks in your mind about this ad, or what do you remember most about this ad?


Calls to action

25

Calls to ActionSummary

Respondents agreement with each of the statements are relatively consistent across the three different ads

All TVCs (Lung, Sponge & Morten) are most closely associated with the statements:

‘Is believable’ (77-86%)

‘Is relevant to me’ (71-78%)

‘Is an effective anti-smoking ad’ (68-73%)

‘Makes me stop and think’ (69-71%)

.

26

Lung Sponge Morten

Makes me stop and think 71% 69% 70%

Makes me feel uncomfortable 66% 69% 60%

Makes me more likely to try to quit 60% 60% 58%

Taught me something new 39% 39% 40%

Is believable 86% 77% 83%

Is relevant to me 75% 78% 71%

Makes me feel more concerned about smoking 68% 70% 68%

Is an effective anti-smoking ad 73% 72% 68%

Calls to Action Summary – rank by Nett agree


27

0%

10%

20%

30%

40%

Lung Sponge Morten

The ad makes me stop and think

The ad makes me feel uncomfortable

The ad makes me more likely to try to quit

The ad taught me something newThe ad is believableThe ad is relevant to me

The ad makes me feel more concerned about smoking

The ad is an effective anti-smoking ad

Calls to Action Summary – Strongly Agree


28

30%

40%

50%

60%

70%

80%

90%

Lung Sponge Morten

The ad makes me stop and think

The ad makes me feel uncomfortable

The ad makes me more likely to try to quit

The ad taught me something newThe ad is believableThe ad is relevant to me

The ad makes me feel more concerned about smoking

The ad is an effective anti-smoking ad

Calls to Action Summary – Nett Agree


29

119 4 5 7 10

20

7

2018

2216

1824

30

49

3241

37 4643

38

2737

34 33 31 29 28 2212

5433442 43

22212 1 2

0%

20%

40%

60%

80%

100%

Is believable Makes me feeluncomfortable

Is an effective anti-smoking ad

Makes me feelmore concernedabout smoking

Is relevant to me Makes me stopand think

Makes me morelikely to try to quit

Taught mesomething new%

Strongly disagree Disagree Neither

Agree Strongly agree Don't Know/Not Sure

86 66 73 68 75 71% Nett Agree


60 39

Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…

Calls to Action – LungTotal – rank by strongly agree

30

Calls to Action – Lungby Age

Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs

Makes me stop and thinkNett agree 71 63 70 73 72 60 83

Nett disagree 10 12 6 8 12 11 12

Makes me feel uncomfortable

Nett agree 66 55 67 65 68 69 70

Nett disagree 13 15 8 16 13 11 17

Makes me more likely to try to quit

Nett agree 60 55 63 56 63 52 70

Nett disagree 14 13 10 12 15 13 21

Taught me something newNet agree 39 43 46 38 37 41 30

Net disagree 31 31 29 28 28 27 45



Total AgeStatement 1-4

Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup

31

Calls to Action – Lung by Gender, Location, Frequency of smoking

Total Male Female Metro Rural Daily smokers Occasional smokers*


Nett disagree 10 10 11 10 11 11 9

Makes me feel uncomfortableNett agree 66 60 71 64 69 66 66

Nett disagree 13 15 12 14 12 14 9


Nett agree 60 56 64 58 64 60 66

Nett disagree 14 15 13 12 18 15 6


Net disagree 31 29 34 26 40 33 17



Total Gender Location Frequency of smokingStatement 1-4



32

Calls to Action – Lung by Age


Is believableNett agree 86 75 94 87 81 83 92

Nett disagree 5 5 3 3 3 7 8

Is relevant to meNett agree 75 65 68 79 72 67 96

Nett disagree 6 14 6 7 6 8

Makes me feel more concerned about

smoking

Nett agree 68 57 72 69 73 61 70



Net agree 73 65 71 66 67 73 96

Net disagree 8 13 8 8 16 2





33

Calls to Action – Lungby Gender, Location, Frequency of smoking







smoking

Nett agree 68 62 73 69 65 67 71



Net agree 73 71 75 72 77 74 69

Net disagree 8 9 6 9 6 4 6






34

Calls to ActionLung Lung TVC is most closely associated with ‘Is believable’ (strongly agree - 37%), ‘Makes me feel

uncomfortable’(strongly agree - 34%), ‘Is an effective anti-smoking ad’ (strongly agree - 33%) and ‘Makes me feel more concerned about smoking’ (strongly agree - 31%).

‘Is believable’: Nett Agree (86%) is significantly higher among those who smoke daily (87%) and respondents aged 25-34 years (94%).

‘Makes me feel uncomfortable’: Nett Agree (66%) is significantly higher among those aged 65+ years (70%), females (71%) and rural respondents (69%).

‘Is an effective anti-smoking ad’: Nett Agree (73%) is significantly higher among those aged 65+ years (96%), females (75%) and rural respondents (77%).

‘Makes me feel more concerned about smoking’: Nett Agree (68%) is significantly higher among females (73%).

35

1010 6 5 6

48 13

2216 1915

1616

1821

2831 34 43 38 4639

32

23

38 35 34 34 31 30 2816

5425344

1111 1 1 2 1

0%

20%

40%

60%

80%

100%

Makes me feeluncomfortable

Makes me feelmore concernedabout smoking

Is believable Is an effective anti-smoking ad

Is relevant to me Makes me stopand think

Makes me morelikely to try to quit


Strongly disagree Disagree Neither Agree Strongly agree Don't Know/Not Sure

69 70 77 72 78 69% Nett Agree


60 39

Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…

Calls to Action – SpongeTotal – rank by strongly agree

36

Calls to Action – Spongeby Age



Nett disagree 12 14 6 14 14 13 12


Nett agree 69 59 69 71 64 77 75

Nett disagree 15 18 9 18 14 11 17


Nett agree 60 55 63 59 59 58 66

Nett disagree 18 18 11 20 19 24 17


Net disagree 33 24 25 34 30 29 49





37

Calls to Action – Spongeby Gender, Location, Frequency of smoking



Nett disagree 12 10 15 11 14 14 /


Nett disagree 15 16 14 12 18 16 3


Nett agree 60 58 63 63 56 59 69

Nett disagree 18 17 19 15 22 20 3


Net disagree 33 28 37 25 46 36 9






38

Calls to Action – Sponge by Age







smoking

Nett agree 69 64 77 66 66 74 70

Nett disagree 11 13 4 12 9 9 17


Net agree 72 72 73 71 63 73 79

Net disagree 11 8 8 13 16 8 12





39

Calls to Action – Spongeby Gender, Location, Frequency of smoking



Nett disagree 7 5 10 8 7 8 /




smoking

Nett agree 69 65 74 72 65 69 71

Nett disagree 11 11 10 9 13 12 3


Net agree 72 68 76 74 68 71 77

Net disagree 11 10 12 12 10 13 /






40

Calls to ActionSponge Sponge TVC is most closely associated with ‘Makes me feel uncomfortable’ (strongly agree - 38%),

Makes me feel more concerned about smoking’ (strongly agree - 35%), ‘Is believable’ (strongly agree - 34%) and ‘Is an effective anti-smoking ad’ (strongly agree - 34%).

‘Makes me feel uncomfortable’: Nett Agree (69%) is significantly higher among those aged 55+ years and females (75%).

‘Makes me feel more concerned about smoking’: Nett Agree (69%) is significantly higher among females (74%).

‘Is relevant to me’: Nett Agree (78%) is significantly higher among daily smokers.

‘Is an effective anti-smoking ad’: Nett Agree (72%) is significantly higher among females (76%) and among those aged 55+.

41

5 8 9 6 5 82122

13

1926

20 20

29

3436

5138

3244 46

33

24

32 31 30 28 26 25 2516

54334332 1

1113 1 1 1 1

0%

20%

40%

60%

80%

100%


Is believable Makes me feelmore concernedabout smoking

Makes me feeluncomfortable

Makes me stopand think

Is relevant to me Makes me morelikely to try to quit


Strongly disagree Disagree Neither Agree Strongly agree Don't Know/Not Sure

68 82 68 60 70 71% Nett Agree


58 40

Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…

Calls to Action – MortenTotal – rank by Strongly agree

42

Calls to Action – Mortenby Age





Nett agree 60 40 54 56 66 80 62

Nett disagree 13 22 13 14 10 2 18


Nett agree 58 42 52 54 58 66 70

Nett disagree 12 18 6 9 17 6 18


Net disagree 26 31 20 22 26 29 29





43

Calls to Action – Mortenby Gender, Location, Frequency of smoking





Nett disagree 13 20 7 14 12 10 9


Nett agree 58 51 64 57 59 60 40

Nett disagree 12 16 8 13 12 14 /


Net disagree 26 23 29 23 30 28 11






44

Calls to Action – Morten by Age



Nett disagree 4 2 3 3 5 / 8




smoking

Nett agree 68 62 65 65 67 78 74

Nett disagree 11 17 8 9 15 8 13


Net agree 68 53 71 64 62 82 75

Net disagree 7 18 4 10 7 2 5





45

Calls to Action – Mortenby Gender, Location, Frequency of smoking



Nett disagree 4 3 4 3 5 4 /




smoking

Nett agree 68 60 76 68 68 70 51

Nett disagree 11 17 7 13 9 12 11


Net agree 68 65 71 67 70 71 43

Net disagree 7 10 5 8 6 8 6






46

Calls to ActionMorten Morten TVC is most closely associated with ‘Is an effective anti-smoking ad’ (32% - strongly agree),

‘Is believable’ (31%), ‘Makes me feel more concerned about smoking’ (30%) and ‘Makes me feel uncomfortable’(28%).

‘Is an effective anti-smoking ad’: Nett Agree (68%) is significantly higher among those aged 55+ years, females (71%), rural respondents (70%) and daily smokers (71%).

‘Is believable’: Nett Agree (82%) is significantly higher among those aged 55-64 years (87%), females (88%) and metro respondents (84%).

‘Makes me feel more concerned about smoking’: Nett Agree (68%) is significantly higher among those aged 55+ years, females (76%) and daily smokers (70%).

‘Makes me feel uncomfortable’: Nett Agree (60%) is significantly higher among those aged 55+ years, and females (69%).

Efficacy

48

EfficacySummary All TVCs achieve very similar results in terms of rated efficacy. This is true for both the total figures and

across demographics.

Overall the majority (55-59%) of respondents rank each ad as ‘nett effective’.

At least one respondent out of ten rank each ad as ‘very effective’.

Around one-third (31-39%) are neutral (‘neither’).

Less than 4% rank all ads as ‘not at all effective’

Lung

Those aged 65+ years and rural respondents are significantly more likely to rate this ad as ‘nett effective’

Sponge

Those aged 65+ years and metro respondents are significantly more likely to rate this ad as ‘nett effective’

Morten

Those aged 65+ years, female, rural respondents and daily smokers are significantly more likely to rate this ad as ‘nett effective’

49

2

2

3

2

3

1

2

1

2

3

3

3

4

13

17

17

15

17

16

14

14

21

20

17

9

14

13

11

11

11

12 17

0 Not at all effective 1 2 3 4 5 Neither 6 7 8 9 10 Very effective


57% Nett effective (7-10)



7% Nett ineffective (0-3)



37% Neither (4-6)

31% Neither (4-6)

39% Neither (4-6)

Lung

Sponge

Morten

Efficacy ComparisonTotal

Q4 A/B/C. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:

50

7 7 7 6 6 7 3

38 36 39 38 36 39

26

57 58 55 56 58 54

71

0

20

40

60

80

100

Total Male Female Metro Rural Daily Occasional

%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)


Q4 A. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:

Total Gender Location

Efficacy – Lung by Gender & Location

Frequency of smoking

51

7 3 7 12 122

38 4933

4130

34 42

57 4861

4858 65 58

0

20

40

60

80

100

Total 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65+ years



Q4 A. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:

Total Age

Efficacy – Lung by Age

52

10 9 9 9 11 113

3125

3627

3731

31

5966

5463

52 5969

0

20

40

60

80

100

Total Male Female Metro Rural Daily Ocassional



Q4 B. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:


Efficacy – Sponge by Gender & Location


53

10 11 713 14

5 8

31 28 4138

26

2525

59 6252 49

6071 67

0

20

40

60

80

100




Q4 B. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:

Total Age

Efficacy – Sponge by Age

54

8 115 8 8 8 3

37 3539 38 35 33

66

55 53 57 54 58 59

29

0

20

40

60

80

100

Total Male Female Metro Rural Daily Occasional



Q4 C. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:


Efficacy – Morten by Gender & Location


55

8 10 8 9 9 9

3746 48 48

35

2420

5544 45 43

55

76 71

0

20

40

60

80

100




Q4 C. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:

Total Age

Efficacy – Morten by Age

Prepared for: Cancer Institute NSW

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