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„Cigarettes are eating you alive” media campaign in Poland

„Cigarettes are eating you alive” media campaign in Poland. Magda Cedzynska European Network of Quitlines 10th Anniversary Conference 6th & 7th May 2010 Lisbon, Portugal. Smoking in Poland. Daily smoking, men and women 20+, Poland 1974-2004.

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„Cigarettes are eating you alive” media campaign in Poland

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  1. „Cigarettes are eating you alive” media campaign in Poland Magda Cedzynska European Network of Quitlines 10th Anniversary Conference 6th & 7th May 2010 Lisbon, Portugal

  2. Smoking in Poland Daily smoking, men and women 20+, Poland 1974-2004 • 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)

  3. Smoking prevalence in Poland, 20-29 years, 1974-2007 Men Women

  4. 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

  5. Media campaigns in Poland • … not many Australians ads in 1999 And „Cigarettes are eating you alive” in 2009

  6. „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.

  7. „Cigarettes are eating you alive” • 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 • 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

  8. Film eng

  9. Film eng

  10. Film pol

  11. Film pol

  12. Evaluation of the campaign • Telemetry Telemetry was conducted during campaign (16 Nov -13 Dec). • Quitline Number 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).

  13. Results of the campaign • Telemetry From 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.

  14. Results of the campaign • 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

  15. Results of the campaign • 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

  16. 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

  17. 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%)

  18. 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

  19. Press conference –media coverage

  20. Ban on smoking in public places

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