Evaluation of the 'Give up Smokes' Campaign: Impacts of the 2019/20 'Give up Smokes' Campaign Materials

As part of an ongoing state-wide initiative to reduce the prevalence of smoking among the South Australian Aboriginal and Torres Strait Islander population, Drug and Alcohol Services South Australia conducted the stage seven (2019/20) of the ‘Give up Smokes’ Aboriginal-specific social marketing campaign.1 The seventh stage was rolled out state-wide with paid media at multiple physical locations in metropolitan Adelaide and surrounds from February 2020 to July 2020. The campaign also had a strong digital presence (reported separately), as physical exposure of the target audience to the campaign was limited due to concurrent social and physical distancing requirements resulting from the 2020 COVID-19 pandemic. This report describes the results of the 2019/20 ‘Give up Smokes’ campaign evaluation, independently conducted by Cancer Council SA.