Face the Facts was launched in April 2009 to present some hard-hitting facts about tobacco consumption in New Zealand.
This report outlines results from a survey that was designed to compare New Zealanders’ knowledge and beliefs about tobacco and its use, and attitudes towards tobacco regulations after Face the Facts had been in the media, with those measured in a benchmark survey undertaken before the strategy was launched.
Purpose
The primary purpose of the follow-up survey was to assess:
• advertising recall
• advertising message take-out
• advertising engagement
• advertising impact
• knowledge of the facts about smoking or quitting smoking that relate to the facts provided in the campaign
• the priority of tobacco as a health issue (relative to other health concerns)
• public support for stronger tobacco regulations.
The secondary purpose of the follow-up survey was to explore whether there were differences in recall and responses to Face the Facts when it was on-air and off-air. As such, the survey was in field in March 2010 for two weeks while Face the Facts was still on-air, and then for three weeks in April when Face the Facts was off- air. Media placement for Face the Facts was planned to coincide with the timing of this survey.
To coincide with the research approach used in previous campaign impact evaluations, the methodology and results presented in this report refer to the sample interviewed when Face the Facts was off-air.3 Results used in this report are compared against the benchmark responses where relevant.