1. Prepared for: Cancer Institute NSW TNS consultants: Laurette Douglas, Sandra Eichhorn J26411: 12 September 2007 Client contacts: Donna Perez, Trish Cotter Pre-testing of Anti-tobacco ads

2. 1 Contents Research Objectives Methodology and Sample Demographics Main Message Primary Recall Calls to Action Efficacy

3. Research Objectives

4. 3 The Cancer Institute NSW commissioned TNS Social Research to conduct pre-testing of anti- tobacco ads, among smokers aged 18+ years living in NSW. The primary aim of this evaluation was to assess the main message, primary recall, calls to action and perceived efficacy amongst smokers. Three TVCs were evaluated: ALung (Bronchoscopy/ Tumour Animatic) BSponge CMorten

5. Methodology and Sample

6. 5 All surveys were conducted online. Respondents were exposed to each of the three advertisements and asked questions on main message take-out, statement association (calls to action) and perceived efficacy. Primary recall was further tested only for Lung. Surveys were conducted between Friday 24 August and Sunday 26 August 2007. Sample was drawn from the EmailCash database, targeting 18+ year old smokers from NSW. The average survey length was approximately 10 minutes. The total sample released (approximately 6250 records) was stratified by gender (50% male and 50% female) and location (60% metropolitan NSW, i.e. greater Sydney, and 40% rural / regional). Respondents were also required to confirm that they had answered all questions truthfully and fully. Those that did not were removed from the data. Data has been weighted in alignment with 2006 ABS figures.

7. 6 n=301 Online Surveys 49% male respondents 51% female respondents 63% metropolitan NSW respondents 37% regional/rural NSW respondents Research Design – Sample Frame All data has been post-weighted by age, gender and location, according to current ABS statistics. All significant differences (unless otherwise noted) are measured at a 95%± confidence level.

8. 7 Conclusions Message take-out (All 3 ads) The message take-outs across all three ads are very similar – with 7 key messages repeated for all ads. The highest mention is achieved for ‘All smokers can get lung cancer’ (25%) and mostly in response to the Lung ad. ‘Smoking is bad for your health’ is associated with all three ads (15-21%). Primary Recall (Lung specific) Nett images (31%) and the Nett sounds (28%) are remembered most among respondents. Calls to Action (All 3 ads) All TVCs are most closely associated with ‘Is believable’ (77-86% Nett agree), ‘Is relevant to me’ (71-78% Nett agree), ‘Is an effective anti-smoking ad’ (68-73% Nett agree) and ‘Makes me stop and think’ (69-71% Nett agree). Efficacy (All 3 ads) All TVCs perform very similarly in terms of efficacy – Overall more than 40% of respondents rank all ads as ‘nett effective’.

9. Demographics

10. 9 S1.How often do you now smoke cigarettes, pipes or other tobacco products? Base: All respondents n=301

11. 10 S2.How old are you at the moment? Demographics Base: All respondents n=301

12. 11 S3.Please indicate your gender? Demographics Base: All respondents n=301

13. 12 S4.What is your postcode? Demographics Base: All respondents n=301

14. Main Message

15. 14 Main Message Summary All TVCs generate the main message ‘Smoking is bad for your health’: A Lung (15%) B Sponge (21%) C Morten (18%)  For the ads Lung and Morten, this message is significantly more likely to be mentioned by respondents aged 18-24 years.  For the ads Lung and Sponge, daily smokers are significantly more likely to mention this message than those who smoke less than weekly. Overall highest mentions for message take-out are: ‘All smokers can get lung cancer/ smoking causes lung cancer’ (25%)  Lung ‘Smoking makes it hard to breathe’ (23%)  Morten Primary main messages per ad are: A Lung: ‘All smokers can get lung cancer/smoking causes lung cancer’ (25%) B Sponge: ‘Smoking damages your health/ makes you sick’ (21%) C Morten: ‘Smoking makes it hard to breathe’ (23%)

16. 15 LungSpongeMorten All smokers can get lung cancer/ damages your lungs 25%18%/ Stop smoking21%14%18% Don’t smoke21%10%8% Smoking is bad for your health15%21%18% You can’t breath easily/smoking makes it hard to breath 11%/23% Smoking kills you8%3%5% Smoking causes lung cancer6%5% Q1A/B/C.What is the MAIN point that this ad is trying to make? Consistent responses in terms of main messages across all TV ads. Main Message Summary Base: All respondents n=301

17. 16 Base: All respondents n=301 Q1A.What is the MAIN point that this ad is trying to make? Main Message Lung Those aged 18-24, rural respondents and occasional smokers were significantly more likely to mention ‘All smokers can get lung cancer/smoking causes lung cancer’ than other subgroups. *Occasional smokers = weekly / less than weekly smokers

18. 17 Base: All respondents n=301 Q1B.What is the MAIN point that this ad is trying to make? Rural respondents and daily smokers were significantly more likely to mention ‘Smoking damages your health/makes you sick’ whereas those aged 65+ are at least likely to associate this message. Main Message Sponge

19. 18 Base: All respondents n=301 Q1C.What is the MAIN point that this ad is trying to make? Those aged 55-64 were more likely to associate ‘Smoking makes it hard to breathe’ with this ad in comparison to other age groups. Main Message Morten

20. Primary Recall

21. 20 Primary Recall – Lung Summary Respondents remember the following elements most : Images of cancer (13%) Breathing/ sound of breathing (12%) Growth/ cancer on the lung (10%) Classification according to five broader themes (Netts) are as follows: Image related (30%) Sound related (27%) Cancer consequences based on smoking (24%) Hard to breath related (11%) Other consequences based on smoking (5%)

22. 21 Classification according to five broader themes (Netts) Base: All respondents n=301

23. 22 Primary Recall – Lung The top 3 issues are significantly more memorable among those aged 65+ years and the top 2 issues are more memorable among females. Q2A.What sticks in your mind about this ad, or what do you remember most about this ad? Base: All respondents n=301

24. Calls to action

25. 24 Calls to Action Summary Respondents agreement with each of the statements are relatively consistent across the three different ads All TVCs (Lung, Sponge & Morten) are most closely associated with the statements: ‘Is believable’ (77-86%) ‘Is relevant to me’ (71-78%) ‘Is an effective anti-smoking ad’ (68-73%) ‘Makes me stop and think’ (69-71%).

26. 25 LungSpongeMorten Makes me stop and think 71%69%70% Makes me feel uncomfortable 66%69%60% Makes me more likely to try to quit 60% 58% Taught me something new 39% 40% Is believable 86%77%83% Is relevant to me 75%78%71% Makes me feel more concerned about smoking 68%70%68% Is an effective anti-smoking ad 73%72%68% Calls to Action Summary – rank by Nett agree Base: All respondents n=301

27. 26 The ad makes me stop and think The ad makes me feel uncomfortable The ad makes me more likely to try to quit The ad taught me something new The ad is believable The ad is relevant to me The ad makes me feel more concerned about smoking The ad is an effective anti-smoking ad Calls to Action Summary – Strongly Agree Base: All respondents n=301

28. 27 The ad makes me stop and think The ad makes me feel uncomfortable The ad makes me more likely to try to quit The ad taught me something new The ad is believable The ad is relevant to me The ad makes me feel more concerned about smoking The ad is an effective anti-smoking ad Calls to Action Summary – Nett Agree Base: All respondents n=301

29. 28 866673687571 % Nett Agree Base: All respondents n=301 60 39 Q3A.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Calls to Action – Lung Total – rank by strongly agree

30. 29 Calls to Action – Lung by Age Total18 - 24 yrs25 - 34 yrs35 - 44 yrs45 - 54 yrs55 - 64 yrs65+ yrs Makes me stop and think Nett agree71637073726083 Nett disagree101268 1112 Makes me feel uncomfortable Nett agree66556765686970 Nett disagree1315816131117 Makes me more likely to try to quit Nett agree60556356635270 Nett disagree14131012151321 Taught me something new Net agree39434638374130 Net disagree31 2928 2745 Q3A.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalAge Statement 1-4 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup

31. 30 Calls to Action – Lung by Gender, Location, Frequency of smoking TotalMaleFemaleMetroRuralDaily smokersOccasional smokers* Makes me stop and think Nett agree71687470727074 Nett disagree10 111011 9 Makes me feel uncomfortable Nett agree666071646966 Nett disagree1315121412149 Makes me more likely to try to quit Nett agree60566458646066 Nett disagree1415131218156 Taught me something new Net agree39403841343940 Net disagree31293426403317 Q3A.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalGenderLocation Frequency of smoking Statement 1-4 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup *Occasional smokers = weekly / less than weekly smokers

32. 31 Calls to Action – Lung by Age Total18 - 24 yrs25 - 34 yrs35 - 44 yrs45 - 54 yrs55 - 64 yrs65+ yrs Is believable Nett agree86759487818392 Nett disagree5533378 Is relevant to me Nett agree75656879726796 Nett disagree6146768 Makes me feel more concerned about smoking Nett agree68577269736170 Nett disagree913118995 Is an effective anti-smoking ad Net agree73657166677396 Net disagree81388162 Q3A.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalAge Statement 5-8 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup

33. 32 Calls to Action – Lung by Gender, Location, Frequency of smoking TotalMaleFemaleMetroRuralDaily smokersOccasional smokers* Is believable Nett agree8688858687 80 Nett disagree5464656 Is relevant to me Nett agree75727876747760 Nett disagree6756769 Makes me feel more concerned about smoking Nett agree68627369656771 Nett disagree911710799 Is an effective anti- smoking ad Net agree73717572777469 Net disagree8969646 Q3A.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 Total GenderLocation Frequency of smoking Statement 5-8 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup *Occasional smokers = weekly / less than weekly smokers

34. 33 Calls to Action Lung Lung TVC is most closely associated with ‘Is believable’ (strongly agree - 37%), ‘Makes me feel uncomfortable’(strongly agree - 34%), ‘Is an effective anti-smoking ad’ (strongly agree - 33%) and ‘Makes me feel more concerned about smoking’ (strongly agree - 31%). ‘Is believable’: Nett Agree (86%) is significantly higher among those who smoke daily (87%) and respondents aged 25-34 years (94%). ‘Makes me feel uncomfortable’: Nett Agree (66%) is significantly higher among those aged 65+ years (70%), females (71%) and rural respondents (69%). ‘Is an effective anti-smoking ad’: Nett Agree (73%) is significantly higher among those aged 65+ years (96%), females (75%) and rural respondents (77%). ‘Makes me feel more concerned about smoking’: Nett Agree (68%) is significantly higher among females (73%).

35. 34 697077727869 % Nett Agree Base: All respondents n=301 6039 Q3B.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Calls to Action – Sponge Total – rank by strongly agree

36. 35 Calls to Action – Sponge by Age Total18 - 24 yrs25 - 34 yrs35 - 44 yrs45 - 54 yrs55 - 64 yrs65+ yrs Makes me stop and think Nett agree69607370676975 Nett disagree12146 1312 Makes me feel uncomfortable Nett agree69596971647775 Nett disagree15189 141117 Makes me more likely to try to quit Nett agree60556359 5866 Nett disagree18 1120192417 Taught me something new Net agree39544730423329 Net disagree33242534302949 Q3B.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalAge Statement 1-4 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup

37. 36 Calls to Action – Sponge by Gender, Location, Frequency of smoking TotalMaleFemaleMetroRuralDaily smokersOccasional smokers* Makes me stop and think Nett agree6967727068 77 Nett disagree1210151114 / Makes me feel uncomfortable Nett agree69637571666971 Nett disagree1516141218163 Makes me more likely to try to quit Nett agree605863 565969 Nett disagree1817191522203 Taught me something new Net agree39364144293751 Net disagree3328372546369 Q3B.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalGenderLocation Frequency of smoking Statement 1-4 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup *Occasional smokers = weekly / less than weekly smokers

38. 37 Calls to Action – Sponge by Age Total18 - 24 yrs25 - 34 yrs35 - 44 yrs45 - 54 yrs55 - 64 yrs65+ yrs Is believable Nett agree77738175707188 Nett disagree711251468 Is relevant to me Nett agree78638583697088 Nett disagree61423848 Makes me feel more concerned about smoking Nett agree69647766 7470 Nett disagree11134129917 Is an effective anti-smoking ad Net agree72 7371637379 Net disagree11881316812 Q3B.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalAge Statement 5-8 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup

39. 38 Calls to Action – Sponge by Gender, Location, Frequency of smoking TotalMaleFemaleMetroRuralDaily smokersOccasional smokers* Is believable Nett agree77 7677 74 Nett disagree7510878/ Is relevant to me Nett agree78777879767871 Nett disagree6385863 Makes me feel more concerned about smoking Nett agree69657472656971 Nett disagree11 10913123 Is an effective anti- smoking ad Net agree72687674687177 Net disagree111012 1013/ Q3B.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalGenderLocation Frequency of smoking Statement 5-8 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup *Occasional smokers = weekly / less than weekly smokers

40. 39 Calls to Action Sponge Sponge TVC is most closely associated with ‘Makes me feel uncomfortable’ (strongly agree - 38%), Makes me feel more concerned about smoking’ (strongly agree - 35%), ‘Is believable’ (strongly agree - 34%) and ‘Is an effective anti-smoking ad’ (strongly agree - 34%). ‘Makes me feel uncomfortable’: Nett Agree (69%) is significantly higher among those aged 55+ years and females (75%). ‘Makes me feel more concerned about smoking’: Nett Agree (69%) is significantly higher among females (74%). ‘Is relevant to me’: Nett Agree (78%) is significantly higher among daily smokers. ‘Is an effective anti-smoking ad’: Nett Agree (72%) is significantly higher among females (76%) and among those aged 55+.

41. 40 688268607071 % Nett Agree Base: All respondents n=301 5840 Q3C.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Calls to Action – Morten Total – rank by Strongly agree

42. 41 Calls to Action – Morten by Age Total18 - 24 yrs25 - 34 yrs35 - 44 yrs45 - 54 yrs55 - 64 yrs65+ yrs Makes me stop and think Nett agree70456869707687 Nett disagree914881169 Makes me feel uncomfortable Nett agree60405456668062 Nett disagree1322131410218 Makes me more likely to try to quit Nett agree58425254586670 Nett disagree12186917618 Taught me something new Net agree40434233393746 Net disagree263120222629 Q3C.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalAge Statement 1-4 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup

43. 42 Calls to Action – Morten by Gender, Location, Frequency of smoking TotalMaleFemaleMetroRuralDaily smokersOccasional smokers* Makes me stop and think Nett agree7064756972 54 Nett disagree91269999 Makes me feel uncomfortable Nett agree6051695962 46 Nett disagree132071412109 Makes me more likely to try to quit Nett agree58516457596040 Nett disagree12168131214/ Taught me something new Net agree40364345314037 Net disagree26232923302811 Q3C.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalGenderLocation Frequency of smoking Statement 1-4 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup *Occasional smokers = weekly / less than weekly smokers

44. 43 Calls to Action – Morten by Age Total18 - 24 yrs25 - 34 yrs35 - 44 yrs45 - 54 yrs55 - 64 yrs65+ yrs Is believable Nett agree83718581828788 Nett disagree42335/8 Is relevant to me Nett agree71567274647283 Nett disagree81237989 Makes me feel more concerned about smoking Nett agree686265 677874 Nett disagree11178915813 Is an effective anti-smoking ad Net agree68537164628275 Net disagree718410725 Q3C.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalAge Statement 5-8 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup

45. 44 Calls to Action – Morten by Gender, Location, Frequency of smoking TotalMaleFemaleMetroRuralDaily smokersOccasional smokers* Is believable Nett agree83778884818474 Nett disagree434354/ Is relevant to me Nett agree71687471727354 Nett disagree811561083 Makes me feel more concerned about smoking Nett agree68607668 7051 Nett disagree111771391211 Is an effective anti- smoking ad Net agree68657167707143 Net disagree71058686 Q3C.Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Base: All respondents n=301 TotalGenderLocation Frequency of smoking Statement 5-8 Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup *Occasional smokers = weekly / less than weekly smokers

46. 45 Calls to Action Morten Morten TVC is most closely associated with ‘Is an effective anti-smoking ad’ (32% - strongly agree), ‘Is believable’ (31%), ‘Makes me feel more concerned about smoking’ (30%) and ‘Makes me feel uncomfortable’(28%). ‘Is an effective anti-smoking ad’: Nett Agree (68%) is significantly higher among those aged 55+ years, females (71%), rural respondents (70%) and daily smokers (71%). ‘Is believable’: Nett Agree (82%) is significantly higher among those aged 55-64 years (87%), females (88%) and metro respondents (84%). ‘Makes me feel more concerned about smoking’: Nett Agree (68%) is significantly higher among those aged 55+ years, females (76%) and daily smokers (70%). ‘Makes me feel uncomfortable’: Nett Agree (60%) is significantly higher among those aged 55+ years, and females (69%).

47. Efficacy

48. 47 Efficacy Summary All TVCs achieve very similar results in terms of rated efficacy. This is true for both the total figures and across demographics. Overall the majority (55-59%) of respondents rank each ad as ‘nett effective’. At least one respondent out of ten rank each ad as ‘very effective’. Around one-third (31-39%) are neutral (‘neither’). Less than 4% rank all ads as ‘not at all effective’ Lung Those aged 65+ years and rural respondents are significantly more likely to rate this ad as ‘nett effective’ Sponge Those aged 65+ years and metro respondents are significantly more likely to rate this ad as ‘nett effective’ Morten Those aged 65+ years, female, rural respondents and daily smokers are significantly more likely to rate this ad as ‘nett effective’

49. 48 Base: All respondents n=301 57% Nett effective (7-10) 59% Nett effective (7-10) 55% Nett effective (7-10) 7% Nett ineffective (0-3) 9% Nett ineffective (0-3) 8% Nett ineffective (0-3) 37% Neither (4-6) 31% Neither (4-6) 39% Neither (4-6) Lung Sponge Morten Efficacy Comparison Total Q4 A/B/C.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective:

50. 49 Base: All respondents n=301 Q4 A.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Total GenderLocation Efficacy – Lung by Gender & Location Frequency of smoking

51. 50 Base: All respondents n=301 Q4 A.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Total Age Efficacy – Lung by Age

52. 51 Base: All respondents n=301 Q4 B.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Total Gender Location Efficacy – Sponge by Gender & Location Frequency of smoking

53. 52 Base: All respondents n=301 Q4 B.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Total Age Efficacy – Sponge by Age

54. 53 Base: All respondents n=301 Q4 C.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Total GenderLocation Efficacy – Morten by Gender & Location Frequency of smoking

55. 54 Base: All respondents n=301 Q4 C.How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Total Age Efficacy – Morten by Age