14.0 Introduction

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14.0 Introduction

14.1 Social marketing and public education campaigns

14.2 The role of social marketing and public education campaigns within a comprehensive tobacco control program

14.3 Tobacco control campaigns in Australia: experience and effectiveness

14.4 Examining effectiveness of public education campaigns

14.5 Understanding how campaigns work

14.6 Developing, implementing and evaluating tobacco control campaigns

14.7 Challenges and opportunities for tobacco control campaigns

Acknowledgments

Attachment 14.1 National, State and Territory Contacts

References

In the context of Australia's comprehensive National Tobacco Strategies, social marketing campaigns have played a significant role in raising awareness of smoking-related health risks and have been associated with significant changes in attitudes toward smoking, with increased quitting attempts, and with significant downward trends in smoking prevalence, initiated particularly over the period of Australia's most concerted campaign effort, the National Tobacco Campaign.1 This chapter examines the history and progress of Australian tobacco control campaigns, draws out key lessons from the extensive Australian and international experience and evidence about the most effective approaches for campaigns, and points to some key issues for future tobacco control prevention and cessation efforts. These efforts need to be consistently reinforced in light of the competitive influences of tobacco industry marketing activities and other efforts designed to reduce the effectiveness and impact of tobacco control campaigns2 examined in Chapter 11.