Encouraging young Western Australians to be smarter than smoking.

PURPOSE

Smarter than Smoking is a multistrategy statewide youth smoking intervention. This article describes key strategies and results from its inception in 1995 to 2005.

DESIGN

Comprehensive evaluation included formative research and baseline and follow-up surveys. Triennial national surveys provided independent monitoring of adolescent smoking prevalence.

SETTING

Western Australia.

SUBJECTS

10- to 15-year-olds.

INTERVENTION

A multipronged strategy mix, including mass media, the Internet, sponsorship, school initiatives, publications, and advocacy.

MEASURES

Smoking prevalence, media awareness, and attitudes toward smoking and campaign messages.

ANALYSIS

Trend comparisons across the first decade of the project, along with descriptive statistics.

RESULTS

Significant attitudinal and behavioral shifts were observed following media waves and over time. There was a steady increase in the proportion who had never smoked (from 40% in 1996 to 61% in 2005). Results also showed a significant decrease in smoking prevalence from 1996 to 2005, down from 28% to 7% among 14-year-olds and from 43% to 14% among 15-year-olds.

CONCLUSIONS

Smarter than Smoking was effective in achieving positive shifts in awareness, attitudes, intentions, and behavior. Effectiveness appeared to have been enhanced by sustained long-term funding, youth involvement in strategy development, and a strong research and evaluation base.