An Exploration of the need for segmentation in anti-smoking campaigns

Objective: To identify different segments in the anti-smoking target market. Methodology: Changes in smoking status (current-, ex- or never-smoker) in different behavioural and demographic segments are compared using data from four Australian National Health Surveys. Findings: Anti-smoking campaigns in Australia have employed a single, fear appeal message strategy to reduce smoking prevalence in the community. This paper shows that the campaigns have been associated with continued success in helping smokers to quit, especially female smokers. They have not had the same impact helping young people avoid taking the habit up In particular, there has been a sustained increase in the odds that a young female has taken up smoking. Conclusion: Smoking prevalence will only be eliminated when the different needs of smokers and young, potential smokers, and males and females are recognised and appropriately differentiated campaigns are developed, targeting each of these segments separately.