In the 2010 Youth Insights Survey, 14- to 15-year-olds who recalled Smoking Not Our Future were asked a series of questions about the impact of the ads. Findings suggested that the ads had high impact, particularly among young Māori, who were as likely or more likely as non-Māori to agree with statements about impact. For example, Māori were more likely to report having discussed the ads with friends and family/whānau.
Methodology
In 2010 all respondents were asked: Thinking about these ads, please answer each question below, with response options ‘yes’, ‘no’, or ‘don’t know’:
• Do these ads give some good reasons not to smoke?
• Did you talk to your friends or family/ whanau about these ads at all? • Do the ads make smoking seem less cool?
• Have the ads led some young people you know to try to quit smoking? • Did the ads put you off smoking?
• Are you getting a bit sick of the ads?
Overall responses are reported for those who reported having seen Smoking Not Our Future (n=2,932). Proportions of ‘yes’ responses are compared by smoking status, ethnicity, and gender, where significant (p<.05).
Key Results
Smoking Not Our Future appears to have high impact, particularly among young Māori. Māori were as likely as non-Māori to report that Smoking Not Our Future gave good reasons not to smoke, made smoking seem less cool, and put them off smoking. Young Maori were more likely to report having discussed Smoking Not Our Future,
and knowing someone who had quit smoking because of the ads.
These findings were not due to higher rates of smoking among young Māori.
Findings suggest that Smoking Not Our Future reinforced the beliefs of never smokers, who reported greater impact compared with smokers. In addition, girls were more likely to report positive impact.