Evaluating an Aboriginal tobacco social marketing project in Sydney, Australia

Abstract

Introduction A partnership between three Aboriginal Community Controlled Organisations and a mainstream health service was formed to develop, implement and evaluate a comprehensive and culturally appropriate social marketing project which aimed to encourage smokers to quit smoking. The project also supported quit attempts and promoted denormalisation of smoking. Methods The project was evaluated through baseline (n = 427) and follow‐up (n = 611) surveys carried out face‐to‐face with Aboriginal and/or Torres Strait Islander participants 18 years and older recruited through convenience sampling at community events and venues during 2010‐2011 and 2015. Results The proportion of participants who had made one or more quit attempts increased significantly between baseline and follow‐up surveys (54%, 101 out of 187; vs 64%, 189 out of 297; P < 0.05). Participants who had intended to quit within 6 months (AOR, 3.29; 95% CI 1.90‐5.68; P < 0.01); and participants disagreeing with the statement “I don't mind if people smoke inside my home” (AOR, 1.74; 95% CI 1.06‐2.84; P < 0.05) were significantly more likely to have made one or more quit attempts compared to the respective reference groups. Conclusion Study findings demonstrate that the project was associated with increased quit attempts. Intention to quit and attitude were found to be the predictors of making a quit attempt. So what? Many studies suggest the need to denormalise smoking; this study demonstrated both change in attitudes and an increase in quit attempts. It is recognised that many quit attempts may be needed for long‐term smoking cessation.

Culturally tailored tobacco control: Aboriginal community perspectives in Sydney, Australia

“…Research suggests that the normalisation of smoking among the Aboriginal and Torres Strait Islander population is a major contributor to disproportionately high smoking rates 5 and have cited “denormalisation” of smoking as a stepping stone to reduce smoking rates 22 . As a way to monitor changes in community norms, the quantitative evaluation tested attitudes to smoking in the home before and after implementation and demonstrated a statistically significant changes 15 . This finding is supported by the current qualitative study, in which changes in community behaviour around smoking were observed and discussed by a number of participants.…”

“…It is possible that the recorded increase in quit attempts 15 may in part have been mediated by these observed changes in behaviour and attitude, which together can be read as changes in social norms around smoking. In support of this contention, disagreement with the statement “I don't mind if people smoke in my home” was found to be a significant predictor of making one or more quit attempts 15 . These findings are also consistent with a recent report by Nicholson (2015) 23 …”

“…Quantitative findings of baseline (n = 427) and follow-up (n = 611) surveys are reported elsewhere. 15…”

“…This mixed methods approach was used to help enrich interpretation of the quantitative data through understanding what was happening on the ground in the community. Quantitative findings of baseline (n = 427) and follow‐up (n = 611) surveys are reported elsewhere 15 …”

Aboriginal Community Controlled Health Organisations are taking a leading role in COVID‐19 health communication

“…This is despite the overwhelming evidence that health promotion messages need to be tailored for Aboriginal and Torres Strait Islander people. [8][9][13][14][15][16][17][18][19][20] To fill the gap, Aboriginal Community Controlled Health Organisations (ACCHOs) have demonstrated their capacity to deliver scientifically valid, evidence-based and culturally translated COVID-19 prevention messages. The ACCHO sectors' understanding of population health has led to a strong history of culturally centred health promotion and social marketing materials.…”