wlf evaluations template-edited

Presentation to :

(Insert name of Organization)

(Insert Date here)

Insert Title Here

REPLACE WITH CAMPAIGN PICTURES

February 2010

INTRODUCTION

February 2010

The Tobacco Problem• [State the tobacco control problem that needed to be

addressed here]

• To address this issue, a mass media campaign was launched to change knowledge, attitudes and behaviors towards XXX.

February 2010

Campaign Objectives

Smokers Non-Smokers

Behavioral Objectives 1. To reduce the likelihood that smokers will smoke in public.

2. To increase the likelihood that smokers will quit smoking

1. To increase the likelihood that non-smokers will speak out against SHS exposure;

2. To increase the likelihood that non-smokers will take steps to avoid exposing themselves to SHS

Communication Objectives

1. To change attitudes towards smoking;

2. To increase awareness of the health harms of smoking and SHS exposure

3. To reduce the social acceptability of exposing others to smoke;

4. To increase awareness of the need to comply with smokefree policy (and potential punishment of violation);

1. To reduce the social acceptability of smoking and SHS smoke exposure

2. To increase awareness of the health harms of SHS exposure;

3. To increase awareness of and confidence in non-smokers’ rights to speak out against SHS exposure and to live in smokefree environments ;

4. To increase awareness of legislation;

5. To increase intentions to take steps to avoid SHS exposure

EDIT TO REFLECT OBJECTIVES FOR THIS CAMPAIGN

February 2010

Campaign DetailsThe specific details of the campaign are as follows:

Campaign Name

Implementing Entity

Geographic Area Covered

Campaign Dates

Media Channels

Budget for Implementation

GRPs (planned/ achieved)

February 2010

Campaign AdvertisementInsert details of the PSA (the script); place images on slide

FAUSTO, PLEASE EDIT SLIDE TO INDICATE WHERE IMAGES NEED TO BE PLACED.

February 2010

EVALUATION RESEARCH

February 2010

Research ObjectivesThe research goal was to . . .

Insert Specifics regarding research goal

Insert information here (if applicable)



February 2010

Research Methodology Specific details of the research methodology are as follows:

Evaluation Design

Geographic Area Covered

Language of Administration

Interview Length

Pilot Testing Conducted (Y/N)

February 2010

Research Methodology: Sampling Sample Method (include description of quotas, oversamples)

Sample Criteria

Sample Size Achieved

Response Rate Calculations

February 2010

Research Methodology: Weighting DESCRIBE IF APPLICABLE

February 2010

Statistical AnalysisDescribe the statistical tests used to determine statistically significant differences within the report (i.e., t-

test? Chi-squares etc.?). The regressions should be run for smokers and nonsmokers separately. If there is a sufficiently large

sample of former smokers, then a model for these can be created too. However, this is not critical and the former smokers can be excluded from the analysis.

The “Exposed group” should be defined as all those who recognized the campaign ad(s): for example, if a campaign used both Alive and Baby Alive ads, then the exposed group will comprise of those who recognized Alive OR Baby Alive. The “not exposed to the campaign” group should comprise of all others.

Outcome variables will need to be dichotomized. For questions with agreement scales, dichotomize by combining somewhat agree and strongly agree into one code, and by combining somewhat disagree, strongly disagree, and neither agree nor disagree into another code. For the yes/no/don’t know or true/false/don’t know questions used in the knowledge section, I would combine “false” and “don’t know” codes and compare against the “true” codes. Outcome variables will include the knowledge/attitudinal questions and the cessation intention and behavior questions.

Covariates: number of cigarettes smoked (for the smokers’ model; the weekly and daily estimates will need to be standardized so that the same measure is used for daily and less than daily smokers ); Intention to quit in the next 12 months; Age; Gender; Education or SES; Weekly TV viewing habits. Depending on the project and country, also consider the following covariates: region; rural vs. urban.

● We measure number of cigarettes smoked daily for daily smokers and number of cigarettes smoked weekly for less than daily smokers. In order to make this question consistent for both daily and less than daily smokers, one of the following can be done:

● Multiple daily smoking estimates for daily smokers by 7 in order to obtain weekly smoking rates for all respondents. Use this “weekly” estimate as a covariate in the analysis.

● Divide weekly smoking estimates for less than daily smokers by 7 in order to obtain their daily smoking rates – daily estimates for the weekly smokers will be 0 or less than 0.

FAUSTO, PLEASE ADD TEXT ABOUT REGRESSIONS

February 2010

RESPONDENT PROFILE

Characteristics BASELINE POST-CAMPAIGN

ATotal(n=1)

BSmoker(n=1)

CNonsmoker(n=1

DTotal(n=1)

ESmoker(n=1)

FNon-smoker(n=1)

Sex Women (%)

Age Mean Age

Education Primary (%)

Secondary (%)

Higher (%)

Smoking Status

Daily Smokers (%)

Less than Daily Smokers (%)

Non-Smokers (%)

SES(Socioeconomic Status)

Low (%)

Middle (%)

High (%)

Location Rural (%)

Urban (%)

Very Urban (%)

Region (%)

(%)

(%)

(%)

ETC. (INSERT OTHER KEY DEMOS. IN ROWS

•BASELINE

February 2010

RESPONDENT PROFILECharacteristics A-

Unweighted Total

B-Unweighted Smokers

C-Unweighted Non-Smokers

D-Weighted Total

E-Weighted Smokers

F-Weighted Non-Smokers

Sex Women (%)

Age Mean Age

Education Primary (%)

Secondary (%)

Higher (%)

Smoking Status

Daily Smokers (%)

Non-smokers (%)

SES (Socioeconomic Status)

Low (%)

Middle (%)

High (%)

Location Rural (%)

Urban (%)

Very Urban (%)

Region (%)

(%)

(%)

(%)

ETC (INSERT OTHER KEY DEMOWS IN ROWS)

•WEIGHTED

February 2010

KAB Findings

Recall of Specific MessagesRecall of Specific Messages

Ad effectivenessAd effectiveness

PersuasivenessPersuasiveness

Impact on Attitudes & KnowledgeImpact on Attitudes & Knowledge

Ad RecallAd Recall

Behavioral IntentionsBehavioral Intentions

Cessation Cessation

ConclusionsConclusions

February 2010

UNPROMPTED RESPONSE SECTION-QUESTIONNAIRE TEMPLATE

February 2010

Un-prompted Recall first graph

•3A During the last TWO MONTHS , have you come across any advertisements or information about smoking and health? Modify timeframe to match the campaign period plus the expected length of the fieldwork. Therefore, if the campaign was TWO MONTHS long and the fieldwork is expected to be TWO MONTHS long, then ask about the prior “2 months” (60 days). This “recall period” will need to be consistent throughout the survey (highlighted throughout the survey).

February 2010

Unprompted Recall second graph

•3A During the last TWO MONTHS , have you come across any advertisements or information about smoking and health? Modify timeframe to match the campaign period plus the expected length of the fieldwork. Therefore, if the campaign was TWO MONTHS long and the fieldwork is expected to be TWO MONTHS long, then ask about the prior “2 months” (60 days). This “recall period” will need to be consistent throughout the survey (highlighted throughout the survey).

February 2010

Question-3B

•3B Where did you come across the advertisements or information? Anywhere else…?

•Put Ad category In Descending order

February 2010

Question 3B

•3B Where did you come across the advertisements or information? Anywhere else…?

•Put categories In Descending order

February 2010

Question-3C

•3C What happens in these advertisement(s) that you came across on TV?

February 2010

Question 3D

•Ask all WHO CAME ACROSS MESSAGES ON RADIO•3D What happens in these advertisement(s) that you came across on RADIO?

February 2010

Question-3D

•Ask all WHO CAME ACROSS MESSAGES ON RADIO•3D What happens in these advertisement(s) that you came across on RADIO?

February 2010

Question 3E

•Ask all WHO CAME ACROSS MESSAGES ON OOH•3E What happens in these advertisement(s) that you came across on OOH?

February 2010

Question 3F

•Ask all WHO CAME ACROSS MESSAGES ON TV 3F. What were the main messages that you recall from the advertisement on TV? • Repeat this question for other media (radio and OOH) if necessary.

February 2010

CESSATION

February 2010

Question 4A

•Ask all SMOKERS•4A I would now like to ask you about your cigarette smoking habits. Do you now smoke more cigarettes, fewer cigarettes or the same amount of cigarettes as you did TWO MONTHS ago?

February 2010

Question 4B

•Ask all SMOKERS•4B Over past TWO MONTHS, how often, if at all, did you:

February 2010

Question 4C

•Ask all SMOKERS•4C In the past TWO MONTHS, before lighting up a cigarette how often have you asked people around you if they mind if you smoke?

February 2010

Question 4D

•Ask all SMOKERS•4D During the past TWO MONTHS, have you tried to stop smoking?

February 2010

Question 4D

February 2010

Question 4E

•Ask all SMOKERS•4E During the past TWO MONTHS has anybody at your house tried to get you to stop smoking?

February 2010

Question 4F

•Ask all SMOKERS•4F Which of the following best describes your current thinking about quitting smoking ?

February 2010

Question 4G

•ASK ONLY SMOKERS WHO INTEND TO QUIT (Codes 1-5 in above question):•4G How likely or unlikely is it that you’ll be able to stop smoking permanently?

February 2010

Question 4H

•Ask all SMOKERS•4H To the best of your knowledge, is a telephone help service or quitline available in [your country] to help smokers quit?

February 2010

Question 4I

•Ask all SMOKERS•4I In the past two months have you called a quitline to seek information on quitting smoking?

February 2010

Knowledge and Attitudes about Smoking

February 2010

Question 5A-part 1 (first four choices)

•Q5A. Now I am going to read to you some phrases about smoking and tobacco smoke. Please tell me how much you agree or disagree with each one of them.

February 2010

Question 5A- part 1 (first four choices)


February 2010

Question 5A- part 2 (choice 5-8)


February 2010

Question 5A- part 3 (choice 8-12) (ask only smokers)

February 2010

Question 5A- part 3 (choice 8-12)

February 2010

Question 5B choices 1-4

•Ask all RESPONDENTS•5B To the best of your knowledge, does smoking cause the following in smokers?

February 2010



February 2010

Question 5C 1-4

•Ask all RESPONDENTS•5C The best of your knowledge does EXPOSURE to smoke from ANOTHER person’s cigarette (passive smoking) cause the following in non-smokers?

February 2010

Question 5C 5-8


February 2010

Question 5C 1-4


February 2010

Question 5C 5-8


February 2010

Knowledge and Attitudes about SF laws

February 2010

Question 5D choices 1-4

•Ask all RESPONDENTS•5D To the best of your knowledge, is smoking banned in the following public places in your city/town/village?

February 2010

Question 5D choices 5-8

•Ask all RESPONDENTS•5D To the best of your knowledge, is smoking banned in the following public places in your city/town/village?

February 2010

Question 5E choices 1-4

•Ask all RESPONDENTS•5E Please tell me how strongly would you favor or oppose a law that totally prohibits indoor smoking in each of the following public places?

February 2010

Question 5E choices 5-8

•Ask all RESPONDENTS•5E Please tell me how strongly would you favor or oppose a law that totally prohibits indoor smoking in each of the following public places?

February 2010

Question 5F

•Ask all RESPONDENTS•5F If smoking were prohibited in the following places, would you be more likely to visit them, less likely to visit them, or would it make no difference to you?

February 2010

Question 5G-choices 1-4

•Ask all RESPONDENTS•Q5G Now I am going to read to you some phrases about laws that prohibit smoking in public places. Please tell me how much you agree or disagree with each one of them.

February 2010

Question 5G-choices 4-8

•Ask all RESPONDENTS•Q5G Now I am going to read to you some phrases about laws that prohibit smoking in public places. Please tell me how much you agree or disagree with each one of them.

February 2010

Prompted Awareness

February 2010

Question 6A

•Recently in the media there was an ad about the effects of smoking. In this ad, we SEE….. XXXXX Describe TV/visual ad. Preferably describe radio and TV version of the ads separately. Have you seen this ad anywhere?

February 2010

Question 6B

•[ASK THOSE WHO SAW AD]•Where did you see this ad…? INTERVIEWER: DO NOT PROMPT. MULTIPLE ACCEPTED.

February 2010

Question 6C

•ASK THOSE SAW AD ON TV]•Do you remember what TV channel you saw this ad on? If yes, what channel was it? •INTERVIEWER: DO NOT READ LIST. ACCEPT MULTIPLE RESPONSES.

February 2010

Question 6D

•Recently there was also a radio ad about the effects of smoking. In this ad, we HEAR….. XXXXX The ad starts with/ends with the line….•Have you heard this ad? Describe RADIO ad.

February 2010

Question 6E

•[ASK THOSE WHO HEARD AD ON RADIO]•What radio station did you hear this ad on? If yes, what station was it?•

February 2010

Question 6F choices 1-4

•Of this ad that you remember seeing/hearing in the media, what were the main messages you remember?

February 2010



February 2010

Question 6F choice 16-20


February 2010



February 2010

Question 6H

February 2010

Question 6I

•[IF A SMOKER] Do you think it has made you more likely to avoid exposing others to your cigarette smoking or made no difference?

February 2010

Question 6J

•IF A FORMER SMOKER] Do you think it has helped you to stay quit or had no effect?

February 2010

Question 6K

•[ASK CURRENT NON-SMOKERS] Do you think it has made you more likely to take steps to reduce your exposure to smoke from other people’s cigarettes or made no difference?

February 2010

Question 6L

•[ASK ONLY PARENTS, Q2B_2 = 1 OR 2[ Do you think it has made you more likely to take steps to reduce your CHILDREN'S exposure to smoke from other people‚s cigarettes or made no difference?

February 2010

Question 6M

•After watching this ad, did you ….?After watching this ad, did you ….?

February 2010

Question 7A

•In the past 12 months, has anyone talked to you about not smoking in public places?

February 2010

Question 7B

•Who were these individuals?

February 2010

Question 7C

•How strongly do you support or oppose the government running public information campaigns on the effects of smoking on health?

February 2010

Pack Warnings

February 2010

Question PW 1

•In the last TWO MONTHS, how often have you NOTICED health warnings on cigarette packages?

February 2010

Question PW2

February 2010

Question PW 2

February 2010

Question PW3

February 2010

Question PW4

•In the last TWO MONTHS, have the health warnings on cigarette packages stopped you from having a cigarette when you were about to smoke one?

February 2010

Question PW5

•After seeing the health warning(s) I attempted to quit smoking.

February 2010

Final Demographics

February 2010

Question 8A

•In a typical week, how often do you do the following?

February 2010

Question 8B

•What is the highest level of education you have completed?

•Adjust categories for country/add more choices

February 2010

Question 8B

•What is the highest level of education you have completed?

February 2010

Question 8C choice 1-4

•Which of the following best describes your main work status over the past 12 months?

February 2010

Question 8C choices 1-4


February 2010

Question 8C choices 5-9


February 2010

Question 8D

•Do you work primarily indoors or outdoors?

February 2010

Question 8E

•Is the building where you work completely smoke-free indoors?

February 2010

Question 8F

•How often are you exposed to other people's tobacco smoke at…

February 2010

Question 8G choices 1-4

•Please tell me how strongly would you favor or oppose a law that prohibits indoor smoking in each of the following public places ?• Depending on how important this outcome (support for SF policies) is to the study, this question could be moved up into the Knowledge and Attitudes section. I would place it at the end of the section. If it is not such an important outcome, but something you’d like to measure, it can stay here.

February 2010

Question 8G choices 5-9

•Please tell me how strongly would you favor or oppose a law that prohibits indoor smoking in each of the following public places ?• Depending on how important this outcome (support for SF policies) is to the study, this question could be moved up into the Knowledge and Attitudes section. I would place it at the end of the section. If it is not such an important outcome, but something you’d like to measure, it can stay here.

February 2010

Question 8H

•If smoking were prohibited in the following places, would you be more likely to visit them, less likely to visit them, or would it make no difference to you ? Same comment as above.

February 2010

Question 8I

•What is your civil status?

February 2010

Question 8J

•What is your religion ?• Adjust this and all following questions for countries.

February 2010

Question 8K

•What is your caste /Tribe(Specify)

February 2010

Question 8L

•Type of House: This and all the following questions are intended to assess the socioeconomic class of the respondent. This will need to be modified for countries.

February 2010

Question 8M

February 2010

Question 8N

•Please tell me the highest level of education of the Chief wage Earner of the household?

February 2010

Ad Recall

Base= 3570

Unprompted

The unprompted recall of the Surgeon ad was as high as 60%

February 2010

Ad Recall

Respondents (T:3570; R:2736; U: 834)

%

**

Prompted

Overall recall high at 66%; recall higher in urban and through TV

**

Recall - Projected estimatesCombined: 114.6 M

TV: 96.8 MRadio: 39.1 M

February 2010

Recall of Specific Messages

Those exposed to campaign - 2367

%

Chewing tobacco causes cancer was the message that was recalled most (62%)

February 2010

Ad Effectiveness

Respondents: T: 2367; R: 1743; U: 624)

BELIEVABILITY PERSONAL RELEVANCE

NEW LEARNING

% Agree

****

February 2010

Ad Effectiveness

Current Smokeless Users - T: 1985; R:1473; U:512

CURRENT SMOKELESS USERS “The ad made me feel CONCERNED about the effects of

my USING SMOKELESS TOBACCO on my health”

**

February 2010

Persuasiveness CURRENT SMOKELESS USERS

“The Ad made me MORE likely to quit ”

Current Smokeless Users :T: 1985 ; R: 1473 ; U: 512)

**

February 2010

Impact on Attitude

Respondents: Exposed : 2367 ; Non exposed: 1179 Current Smokeless Users: Exposed: 1933 ; Non exposed 870

% Agree

**

**

**

February 2010

Impact on Knowledge% True

Respondents: Exposed : 2367 ; Non exposed: 1179

**

**

February 2010

Behavioral Intentions

Respondents (T: 2367 R: 1743; U : 624)*Current Smokeless Users (T: 1985 R:1473 U:512)%

**

**

**

**

February 2010

Cessation Exposure to Campaign

Current Smokeless Users: Exposed : 1985 ; Non exposed: 890 )

Smokeless Tobacco Users**

**

**

**

February 2010

Cessation by Exposure to Campaign

Current smokers: Exposed: 952 ; Non exposed: 451

Smokers**

**

**

**

wlf evaluations template-edited

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