In the 2010 Youth Insights Survey, 14- to 15-year-olds were asked about their awareness of Face the Facts ads as well as impact of the ads. Most young people were aware of the ads and awareness was as high among young Māori as non-Māori. The ads also appeared to have high impact among young people. Non-smokers, non-Māori, and girls, were more likely to report that the ads put them off smoking. Māori and non-Māori, and smokers and non-smokers, were equally likely to have discussed the ads with friends and family/whānau.
Key Results
• Almost all respondents recalled Face the Facts, and awareness of the ads was as high among smokers as nonsmokers, and as high among Māori as non-Māori.
• Around eight in 10 said that Face the Facts gave some good reasons not to smoke.
• Around six in 10 said that Face the Facts put them off smoking.
• Around six in 10 said that Face the Facts made them more concerned about smoking.
• Around two in 10 said that they had discussed Face the Facts.
• Never smokers, non-Maori, and girls, were more likely to report that Face the Facts gave them good reasons not to smoke, put them off smoking, and made them more concerned about the impact of smoking on New Zealanders.
• Māori were more likely to report having discussed Face the Facts. Smokers and non-smokers were equally likely to have discussed the ads, as were girls and boys.