Encouraging young Western Australians to be smarter than smoking

Abstract

Purpose: Smarter than Smoking is a multistrategy statewide youth smoking intervention. This article describes key strategies and results from its inception in 1995 to 2005.

Design: Comprehensive evaluation included formative research and baseline and follow-up surveys. Triennial national surveys provided independent monitoring of adolescent smoking prevalence.

Setting: Western Australia.

Subjects: 10- to 15-year-olds.

Intervention: A multipronged strategy mix, including mass media, the Internet, sponsorship, school initiatives, publications, and advocacy.

Measures: Smoking prevalence, media awareness, and attitudes toward smoking and campaign messages.

Analysis: Trend comparisons across the first decade of the project, along with descriptive statistics.

Results: Significant attitudinal and behavioral shifts were observed following media waves and over time. There was a steady increase in the proportion who had never smoked (from 40% in 1996 to 61% in 2005). Results also showed a significant decrease in smoking prevalence from 1996 to 2005, down from 28% to 7% among 14-year-olds and from 43% to 14% among 15-year-olds.

Conclusions: Smarter than Smoking was effective in achieving positive shifts in awareness, attitudes, intentions, and behavior. Effectiveness appeared to have been enhanced by sustained long-term funding, youth involvement in strategy development, and a strong research and evaluation base.