Wave 23 Sugar Sugar (2009) Campaign Summary by lindash


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									                                                 Wave 23
                                            Sugar Sugar (2009)
                                            Campaign Summary

Tobacco products remain virtually unregulated in Australia and nothing prevents tobacco manufacturers from adding
almost any ingredient that they choose.1 A wide range of chemical ingredients are found in cigarettes as well as the
herbicides and insecticides which are routinely used in growing tobacco.2 While smokers are aware cigarette smoke
contains chemicals, many are unaware of exactly how they harm the body.

As well as chemicals, seemingly harmless flavour additives such as sugar, honey, liquorice and cocoa are frequently
used in cigarettes. They not only allow smokers to inhale increased volumes of smoke and thus more easily absorb
the desired dose of nicotine, but they also ensure that cigarettes are more palatable and appealing.3 While these
additives may seem safe in their natural form, some can be poisonous in combination with other substances. In
addition, when burned, new products of combustion are formed and many of these are toxic.3 Often smokers are
shocked, intrigued and angered when informed about the flavour additives added and the functions they serve.

Many believe smoking is a fully informed adult choice yet in reality, most smokers are unaware of exactly what they
are smoking. Although there is a voluntary agreement for disclosure of ingredients between the Commonwealth
Government and the three Australian tobacco manufacturers, research has suggested this might be an ineffective
means of communicating with smokers.

In September 2009, Make Smoking History launched a television and press campaign that aimed to raise awareness
and draw attention to the many ingredients found in cigarettes paying particular attention to substances such as
sugar and honey, which are commonly added and make the product more palatable and appealing to smokers. The
advertising highlights that although these ingredients can mask the bitter taste of tobacco, the damage smoking can
do can’t be hidden.

Target Audience

The target audience for the ‘Sugar Sugar’ campaign was smokers aged 25 to 54 years particularly those of lower
socio-economic status because this group continues to have a higher prevalence of smoking.

Formative Research

The Cancer Council WA commissioned TNS Research to conduct eight focus groups with smokers and non-smokers in
2008. A range of topics were explored including attitudes, perceptions and beliefs about cigarette products. Some
of the results guided the development of this campaign. Staff of the Make Smoking History campaign also reviewed
the literature and consulted with scientists researching the composition of cigarettes and cigarette smoke.
The Campaign

The campaign highlights the various ingredients found in cigarettes reinforcing the fact that while some contents
may seem harmless (e.g. sugar and honey), they can be toxic when combusted or have an insidious purpose such as
making the product more addictive. As well as highlighting the ingredients found in cigarettes, the campaign
encouraged smokers to quit now to give themselves every chance for a healthy and happy future.

Media Advertising

TV Advertisements

The television advertisement features a range of scenes depicting various smoking-related diseases including
laryngeal cancer, chronic bronchitis, emphysema and heart disease. The advertisement is set to the well-known song
by The Archies ‘Sugar Sugar’ and finishes with the words “Additives such as sugar and honey can hide the bitter
taste of tobacco. But the damage cigarettes do can’t be hidden.” The advertisement includes the Quitline number and
encourages smokers to seek help to quit from their GP or pharmacist.

The television advertising included a 45-second and 30-second version and aired from Monday 14 September to
Saturday 17 October inclusive. It was shown on metropolitan stations 7, 9 and 10 and regional stations GWN and
WIN. A 10-second sponsorship billboard also aired throughout this period.

Press Advertisements

A new press advertisement titled ‘Deceptively Delicious’ was developed to complement the television advertising.
The press advertisement explains how regulation of tobacco products and information available to smokers on the
contents of cigarettes is limited. It highlights how additives like sugar and honey are commonly added to cigarettes
makes them taste better and easier to smoke. The Quitline and Cancer Council Helpline are promoted to encourage
smokers to find out more about the Cancer Council’s Fresh Start program.

The ‘Deceptively Delicious’ press advertisement featured in state press magazines (Sunday Times STM magazine and
The West Australian Seven Days magazine) from Saturday 19 September to Saturday 10 October inclusive.

Outdoor Advertising

Bus shelter and billboard advertisements from the ‘Health Warnings’ series featured in the Perth metropolitan area
during the ‘Sugar Sugar’ television and press campaign period.

Other Campaign Activities

Public Relations

To launch the ‘Sugar Sugar’ campaign, a targeted media conference was held on Monday 14 September at the Cancer
Council WA’s Crawford Lodge. Bill King, a public health researcher from the VicHealth Centre for Tobacco Control
assisted in the launch of the advertising. Bill King’s research has focused on how cigarettes are engineered, labelled
and packaged, and how this affects smokers' beliefs about the harmfulness of smoking. John Van Hamersveld, a
cancer survivor who features in the television advertising, also participated in the media conference. John spoke
about why he chose to be involved in the campaign and how he successfully quit smoking some years ago.
Health Professionals

Information about the campaign was disseminated to a number of health agencies and project staff across WA, all
with an interest in tobacco control. The Cancer Council Helpline and Quitline staff were also briefed on the campaign.

Regional Activities

Cancer Council WA regional education officers and Department of Health regional health promotion officers were
provided with campaign information and a shell media release. They were encouraged to support the campaign
through local media or community activities. Those trained in Fresh Start were also asked to consider planning a quit
smoking course in their region.


Campaign resources included:
   New Fact Sheet: Cigarette Ingredients
   Fact Sheet: Quitting Smoking – Tips and Benefits
   Fact Sheet: Statistics on Smoking
   Fact Sheet: The Health Effects of Smoking
   Fact Sheet: Tobacco and Cancer: Know the Risks
   Bumper Sticker: Make Smoking History
   Campaign Poster: Spoonful of Sugar

Evaluation Results

Expenditure:            TV Production:        $209,158.21
                        TV Scheduling:        $253,682.00
                        Press Production:     $6,530.96
                        Press Scheduling:     $33,273.72

*GST excluded for the above costs

Reach Build:            1 + 82%, 3 + 63%
Frequency Build:        7.49

TARPs Data:

               Metro                        30/45 sec       Regional                   30/45 sec
               Week 1                          109          Week 1                        206
               Week 2                         221.2         Week 2                        217
               Week 3                           -           Week 3                         -
               Week 4                         161.1         Week 4                        197
               Week 5                         181.4         Week 5                        205
               TOTAL                         672.7          TOTAL                        776
The Cancer Council WA commissioned the Centre for Behavioural Research in Cancer Control to evaluate the
effectiveness of the ‘Sugar Sugar’ campaign. Telephone interviews were conducted between Monday 19 and Friday
30 October 2009. A total of 200 smokers and recent quitters aged between 25 and 54 were interviewed, comprising
140 metropolitan and 60 regional respondents.

Key results:
        Unprompted awareness for the ‘Sugar Sugar’ campaign was 41%.
       Total awareness (i.e. cued recall and prompted awareness combined) for the campaign was 82%. This level of
       total awareness was similar to previous MSH campaigns that had similar levels of TARPs.
       Prompted awareness of the ‘Deceptively Delicious’ press advertisement was 16%: 7% read the
       advertisement; 9% saw the advertisement, but did not read it. Hence the read awareness ratio was 44%.
       The majority of participants found the ‘Sugar Sugar’ campaign ‘convincing’ or ‘very convincing’ (cumulative
       78%; ‘very convincing’: 39%). This level of convincingness is similar to previous Make Smoking History
       television advertisements (73 to 84%).
       The proportion of participants who considered the ‘Sugar Sugar’ campaign to be personally relevant was 68%.
       This level was similar to previous Make Smoking History campaigns.
       The most frequent messages taken away by respondents who recalled the television advertisement
       (unprompted) was related to the impact of smoking on smokers’ health (65%). Twenty-seven per cent
       mentioned additives and chemicals are added to cigarettes.’ Take-out of at least one correct message was
       high at 85%. There was no evidence of inappropriate message take out.
       Among respondents who were unprompted aware, 43% stated that they had discussed quitting with family,
       friends or work colleagues, and 21% had discussed quitting with their GP or another health professional.
       Among respondents who were unprompted aware, 73% said the television advertising made them think
       about quitting smoking (‘yes – a lot’: 46%).
       The proportions of respondents who quit smoking, tried to quit or tried to cut down over the course of the
       campaign were 4%, 16% and 30% respectively. These proportions were towards the lower end of the range
       for these behavioural outcome measures compared to previous waves.
       A total ‘action’ measure was derived (i.e. the proportion who quit, attempted to quit or attempted to cut
       down). During the campaign, 52% of respondents took some form of quitting-related action (previous waves
       46 to 71%).

               The ‘Make Smoking History’ campaign is an initiative of the Cancer Council WA and is proudly supported
                                           by the Department of Health and Healthway.

  Chapman, S. 2003, ‘”Keep a low profile”: pesticide residue, additives and Freon use in Australian tobacco manufacturing’, Tobacco Control, vol. 12, no.
suppl. III, pp. iii45-iii53.
  Fowles, J.R. 2001, Chemical factors influencing the addictiveness and attractiveness of cigarettes in New Zealand: final report, Prepared as part of a
New Zealand Ministry of Health Contract for Scientific Services.
  Bates, C, Jarvis, M & Connelly, G 1999, Tobacco additives: cigarette engineering and nicotine addiction, Action on Smoking and Health, Imperial Cancer
Research Fund and Massachusetts Tobacco Control Program, accessed November 2006, <http://www.ash.

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