Most members of both groups – 86% of smokers and 96% of recent quitters in July ’13 only allow people to smoke outside their home while just 5% of smokers and 2% of recent quitters allow people to smoke anywhere inside. These figures have not changed significantly since the benchmark survey in December ’10. 23 Rules for smoking ‘at home’ Rules Dec ‘10 Mar ‘11 Jul ‘11 Jul ’12 Dec ‘12 Feb ‘13 Jul ‘13 % % % % % % % Smokers n=1016 n=1001 n=1002 n=1000 n=701 n=702 n=1001 Smokers can … anywhere inside the house 5 7 6 5 5 5 5 inside the house but only in certain rooms 10 9 9 8 8 7 9 Smoke outside only 84 84 85 87 87 87 86 Smoking not allowed inside or outside <1 <1 <1 1 <1 1 <1 Recent Quitters n/a n=113 n=114 n=113 n=79 n=79 n=115 Smokers can … Smoke anywhere inside the house n/a 1 3 - - 1 2 Smoke inside the house but only in certain rooms n/a 6 3 2 3 3 1 outside only n/a 89 94 96 96 96 96 Smoking not allowed inside or outside n/a 4 1 2 1 - 1 Base: Sample # Denotes a figure that is significantly different from the result for December ’10 (Mar ’11 recent quitters); p<0.05. Smoking situations In the July ’13 survey all smokers were asked if they ever smoked in each of the situations listed in Figure 37. Virtually all smokers (97%) reported ever smoking in front of friends, 76% had ever smoked in front of colleagues or co-workers and 70% had ever smoked in front of family members. was however, evidence of greater reluctance to smoke in front of children with 60% of smokers saying they had never done this. Figure 37 Situations in smoking occurs (Smokers - July ’13) Base: Smokers.
Postcards made a limited contribution being recognised by 4% of smokers and 1% of recent quitters. Recognition of the Symptoms TVC was 54% amongst smokers and 55% amongst recent quitters, slightly lower than Breathless and in keeping with the lower unprompted recall figures mentioned earlier for this advertising. In media, recognition of Symptoms was as follows: – 28% amongst smokers and 25% amongst recent quitters, stronger than for Breathless although still below the results seen for several other NTC radio ads. Nevertheless, when combined with the Breathless radio result, total recognition of the Q2 2013 radio advertising reached 35% amongst smokers (44% amongst those working in blue collar occupations) and 32% amongst recent quitters; a respectable overall result. On-line – 8% amongst smokers and recent quitters, more or less in line with other NTC on-line advertising and possibly reflecting the use of only. Out-of-home – 7% amongst smokers and 10% amongst recent quitters was quite low although Breathless appears to have done most of the ‘heavy lifting’ in this category. Overall, the Breathless advertising appears to have performed a little more strongly than did Symptoms insofar as most of the recognition measures were concerned. Further, while not explicitly a component of the campaign, the evaluation results also highlighted that downloading of the My QuitBuddy has grown since last year when it first launched in May 2012, but still remains relatively low among smokers and recent quitters. The main reason for having not downloaded the app was due to a lack of awareness and highlights a communication opportunity for the campaign. This could consist of a stronger presence of My QuitBuddy in the current advertising concepts, or in keeping with the current strategy of pairing high impact ads with those with a more positive and supporting message, could be featured as a separate follow-up ad to Breathless, Cough, Bronchoscopy or similar. Results from the December ‘12 and February ’13 surveys indicate the individual elements of the campaign at that time performed also achieved recognition results – although typically lower than Q2 2013 results – among smokers and recent quitters. Recognition of The Wait reached 52% among smokers and 61% among recent quitters in February ’13, while recognition of Eye reached 52% among smokers and 56% among recent quitters.