Massey University’s ‘It is My Life’ Smoke-Free campaign proves that young people are most responsive to messages created by their peers.
Massey researchers have measured the impact of the campaign, one year after its completion. The competition asked students to create a poster that sent a strong message about the dangers of smoking.
Clear results
Over 7000 Massey University students were surveyed before the campaign started and nearly 5000 students were surveyed afterwards to see if attitudes to smoking had changed.
The results were clear; the desire to quit smoking increased, while tolerance of the tobacco industry decreased.
The Campaign owes its success to the fact that it was created by and for youth.
Massey University design and communication students were recruited to design ‘It is My Life’ campaign and website, promote the competition and run a series of Smoke-free Summits.
Innovative concept
The innovative difference of our campaign was that young people, themselves, designed and drove it, which has never been tried in New Zealand before.
In the baseline survey, just under 60% of people who smoked more than five cigarettes in the preceding fortnight said that they wished they could quit.
Fifteen months later that figure had risen to over 65%.
Within ‘It is My Life’ target age group (16-24 years), there was an even more pronounced increase in the desire to quit – from 50.2% to 58.4%.
The Wellington Campus Health Service also experienced a significant spike in smoking cessation enquiries during the quarter.
It coincided with the Smoke-Free Summit at the Campus.
Significant outcome
The other statistically significant result was the change in attitudes towards the tobacco industry. The baseline survey found that less than 43% of respondents thought that tobacco companies should pay for the total health costs of smoking. When respondents were surveyed 15 months later, more than 45% thought they should pay.
We were surprised at the relatively low awareness New Zealand youth had of the tobacco industry when we conducted our first survey, especially when compared to youth overseas.
But you can see that attitudes are changing, and increasing numbers of people are starting to attribute responsibility for the health effects of smoking to the companies that produce the product.
The Campaign was effective because it did not point the finger at smokers.
Positive change
I think these results absolutely vindicate the positive, supportive way the students chose to design the campaign. They never blamed smokers for becoming addicted; they celebrated self-empowerment and made it clear that the choice to say ‘No’ to smoking is about being assertive, positive and in control of your own life.
That made it quite distinct from messaging that preaches death and gloom, and I think the young people who created that difference should be extremely proud.
I hope that the work of our design and communication students is just the beginning.
Now that we have tested the idea of youth-led social change with Massey students and seen how effective it can be, the next stage is to encourage other young New Zealanders to become part of the global youth Smoke-Free Movement.
