No Smoking Day 2001 Awareness and participation results

Transcription

1 No Smoking Day 2001 Awareness and participation results Executive summary Introduction Survey outline Results Prevalence of smoking Intention to stop Prompted awareness of No Smoking Day Smokers intended participation Smokers actual participation Awareness of advertising and publicity Conclusions... 5 Executive summary 14 March 2001 was the UK s eighteenth No Smoking Day. 28% of adults (16+) in were regular cigarette smokers, of whom 76% expressed some interest in stopping. 78% of smokers in were aware that 14th March was No Smoking Day, and 23% said they had intended to use it to do something about their smoking. 35% of smokers in aware of the Day responded positively to it, with 7% making a quit attempt. Positive participation rates were much higher among young smokers (aged16-34): 55% of young men and 51% of young women participated. Quit attempts on the Day were also higher among young smokers: 13% of young men and 9% of young women tried to stop on the day, with a further 18% of young men and 17% of young women saying they smoked less. A minority of smokers are alienated by the campaign this effect is strongest in AB groups where 17% said they smoked more on the Day. Although 71% of the general public were aware of the Day, fewer recalled actually seeing publicity for it (59%). 1

2 1. Introduction 14th March 2001 was the UK s eighteenth No Smoking Day, an annual event that aims to help smokers who want to stop by mobilising and publicising local cessation support services. The Day s combination of highly visible public relations programmes and increased service provision creates high levels of awareness and prompts many thousands of smokers to take steps towards quitting. The event is evaluated each year using a combination of formal and informal methods. This report presents the main findings from the formal awareness and participation survey carried out in by NOP Solutions to evaluate the 2001 campaign. 2. Survey outline The survey used stratified random samples of adults in the general public, as in previous years, and used a similar question schedule to the NSD 2000 survey. The details were: Incorporating England Scotland Wales Table 1: survey outline Sample size Fieldwork March 2001 The geographical breakdown within the survey is obtained from an analysis of respondents by Television Area. Figures for England are derived by aggregating all English TV regions, which are shown individually in the raw data tables. However, the sample size was too small to demonstrate statistically significant differences across the regions in most cases. Further surveys were undertaken in Northern Ireland by NOP, and in Scotland by System 3, commissioned by the Health Education Board for Scotland. The Northern Ireland results will be added to this paper shortly. The Scottish survey was a quota sample of adult smokers, and will be reported separately. 3. Results The survey obtained data on smoking prevalence, attitudes to stopping smoking, prompted awareness of No Smoking Day and participation in it. The main findings are as follows. 3.1 Prevalence of smoking Table 2: current cigarette smokers Current cigarette smokers Current cigar or pipe smokers 28% 2% England 27% 1% Scotland 28% 1% Wales 30% 9% Northern Ireland There was some age variation in the prevalence rates found, with the highest regular smoking rates (34%) occurring in people aged Across social classes, unsurprisingly, prevalence was highest in the DE group (35%). 51% of smokers smoked cigarettes per day, and older male groups were most likely to smoke more than 20 a day. 2

3 3.2 Intention to stop As in the 2000 survey, respondents who smoked were asked about their interest in stopping. The responses were as follows: Table 3: How do you feel about stopping smoking? n=575 England N=462 Scotland n=52 Wales n=61 I ve never thought about it 6% 5% 10% 8% I d like to stop one day 33% 30% 38% 46% I d like to stop soon 19% 18% 23% 17% I m trying to stop at the 7% 8% - 5% moment I stopped before but have 38% 40% 31% 28% started again I have no intention of stopping 18% 16% 30% 21% Base = all smokers, n=575 The overall pattern is broadly consistent with those found in other surveys that attempt to assess smokers interest in stopping, i.e. that around three quarters of smokers show interest in stopping smoking but only a small proportion are actively trying to stop. There was little difference between men and women in their response patterns. Across the age bands, smokers aged 55+ were most likely to say they were happy smoking (34%), and 16-24s were most likely to say they were currently trying to stop (14%). Across the social classes, ABs were least likely to be happy smoking (only 13% said this), DEs most likely (23%). However, the proportions who said they were currently trying to stop were very similar across the social class groups (6%-8%). 3.3 Prompted awareness of No Smoking Day Prompted awareness rates showed similar patterns to recent years. Table 4: Did you know that 14th March 2001 was No Smoking Day? General public 71% n = 1931 England 70% n = 1592 Scotland 71% n = 179 Wales 76% n = 164 Smokers 78% n = % n = % n = 52 75% n = 61 Women were more likely than men to be aware of the Day (74% women, 68% men). Awareness was lowest in 16-24s (65%) but there was little difference in awareness across social classes. Awareness was highest among the lightest smokers (5 or less per day) at 80%. The group who said they had never thought about stopping smoking had slightly lower awareness rates (70%). Interestingly though, awareness was still high (75%) in the groups who said they had no intention of stopping. The highest awareness of all was found in smokers who said they d like to stop soon (86%). 3

4 3.4 Smokers intended participation Table 5: Intention to take action on smoking on No Smoking Day n = 449 England n = 361 Scotland n = 42* Wales n = 46* Any positive response Base = all smokers aware of No Smoking Day Short/long term quit attempt Think about stopping Help someone else stop 23% 9% 14% - 24 % 10% 14% - 19% 8% 11% - 17% 4% 13% - *nb these groups are too small to identify statistically significant differences Women and men were equally likely to intend to do something about their smoking. Younger groups (especially young women) and AB groups, were more likely to have intended to participate in a positive way: 31% of women, and 26% of men said this; as did 24% of C2DE compared with 19% of ABC1 groups. Based on stage of change, the currently trying group had the highest intended quit rate (41%). 3.5 Smokers actual participation As in previous surveys, actual participation rates were higher than intended rates. Table 6: Action taken on No Smoking Day n = 449 England n = 361 Scotland n = 42* Wales n = 46* Any positive response Quit attempt Cut down Thought about it Smoked more 35% 7% 13% 17% 12% 47% 9% 15% 16% 12% 42% 4% 10% 20% 6% 21% 3% 0% 17% 8% Base = all smokers aware of No Smoking Day *nb these groups are too small to identify statistically significant differences There were again striking variations across the age bands this year, with the highest activity levels occurring in the youngest group: 58% of men and 51% of women responded positively to the Day. Thirteen percent of men and 9% of women made a quit attempt, with a further 18% of the young men and 17% of the young women smoking less. The Day seems to have been particularly effective with these young smokers. Across the social classes, C2DE groups had the highest overall positive participation rates (43%). The AB group again had the highest proportion of people saying they smoked more on the Day (17%). However, quit attempts were also higher in the ABC1 group where 10% tried to stop compared with 6% of C2DEs. 4

5 3.6 Awareness of advertising and publicity As in previous years, recall of publicity was lower than general awareness of the Day. Table 7: Did you see or hear advertising or publicity for No Smoking Day? General public Smokers n= % 59% England n= % 59% Scotland n= % 59% Wales n= % 55% Northern Ireland Women were more likely than men to have seen publicity (61% women, 56% men), as were older groups in both sexes (63% of 55+ group). Across social classes, lowest recall of publicity was in the DE group (55%). 4. Conclusions No Smoking Day 2001 took place in a very crowded year for tobacco education. The national network of NHS services for smokers who want to stop was established, government education and pharmaceutical promotional campaigns were intense, and the availability of NRT on NHS prescription was announced on the Day. Awareness of No Smoking Day remained strong within this context. Significant numbers of smokers continue to respond positively to the Day, and young people respond particularly well. The Day appeals to smokers across the social classes, and stimulates action in even the least affluent groups. Doreen McIntyre No Smoking Day July 2001 For further information about this survey or about No Smoking Day in general, please contact mail@nosmokingday.org.uk For further information about NOP Research Group, please see 5