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Promoting youth smokefree behaviour: An evaluation of a social norms campaign

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  • Hoek, Janet
  • Newcombe, Rhiannon
  • Walker, Sue

Abstract

Although youth smokefree campaigns have featured several themes, recent evidence suggests a norms-based approach that demonstrates the negative social consequences of smoking is most effective. The “Smoking – Not Our Future” campaign drew on both social identity theory and stereotype priming theory, and used youth role models to promote smokefree attitudes and behaviours among adolescent and young adult New Zealanders. Findings from the campaign evaluation suggest it strongly reinforced non-smokers, though had less effect on current smokers. We suggest future youth-oriented campaigns could employ stronger negative social consequences to target committed youth smokers, whose smoking-related attitudes and behaviour are more intractable.

Suggested Citation

  • Hoek, Janet & Newcombe, Rhiannon & Walker, Sue, 2011. "Promoting youth smokefree behaviour: An evaluation of a social norms campaign," Australasian marketing journal, Elsevier, vol. 19(1), pages 58-64.
    • Handle: RePEc:eee:aumajo:v:19:y:2011:i:1:p:58-64
    DOI: 10.1016/j.ausmj.2010.11.008
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    References listed on IDEAS

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    Cited by:

    1. Fazal-e-Hasan, Syed Muhammad & Ahmadi, Hormoz & Mortimer, Gary & Sekhon, Harjit & Kharouf, Husni & Jebarajakirthy, Charles, 2020. "The interplay of positive and negative emotions to quit unhealthy consumption behaviors: Insights for social marketers," Australasian marketing journal, Elsevier, vol. 28(4), pages 349-360.
    2. Pascale Ezan & C. Rouen-Mallet & Stéphane Mallet, 2016. "Re-exploring the social influences in the excessive alcohol consumption of young people [Ré-explorer les influences sociales dans la consommation excessive d’alcool chez les jeunes]," Post-Print hal-02420627, HAL.
    3. Barbara Marciszewska & Piotr Marciszewski, 2021. "The Visual Arts in Society: Their Role in Marketing Communication and Shaping Social Attitudes," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 748-762.

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