Wlf evaluations template-edited

Insert Title Here

Presentation to : REPLACE WITH
(Insert name of Organization) CAMPAIGN PICTURES
(Insert Date here)

INTRODUCTION

February 2010 Page 2

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.


Campaign Objectives
EDIT TO REFLECT
OBJECTIVES FOR
THIS CAMPAIGN Smokers Non-Smokers
Behavioral Objectives 1. To reduce the likelihood 1. To increase the
that smokers will smoke likelihood that non-
in public. smokers will speak out
2. To increase the against SHS exposure;
likelihood that smokers 2. To increase the
will quit smoking likelihood that non-
smokers will take steps
to avoid exposing
themselves to SHS

Communication 1. To change attitudes 1. To reduce the social
Objectives towards smoking; acceptability of smoking
2. To increase awareness and SHS smoke
of the health harms of exposure
smoking and SHS 2. To increase awareness
exposure of the health harms of
3. To reduce the social SHS exposure;
acceptability of 3. To increase awareness
February 2010
exposing others to of and confidence in Page 4

Campaign Details
The 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)


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

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


EVALUATION RESEARCH


Research Objectives
The research goal was to . . .

Insert Specifics regarding research goal

 Insert information here (if applicable)




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)


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

Sample Criteria

Sample Size Achieved

Response Rate
Calculations


Research Methodology: Weighting
DESCRIBE IF APPLICABLE


Statistical Analysis
Describe 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.
FAUSTO, PLEASE
● Divide weekly smoking estimates for less than daily smokers by 7 in order to obtain their daily smoking
ADD TEXT ABOUT
rates – daily estimates for the weekly smokers will be 0 or less than 0.

RESPONDENT PROFILE
Characteristics BASELINE POST-CAMPAIGN
•BASELINE
A B C D E F
Total Smoker Nonsmok Total Smoker Non-
(n=1) (n=1) er (n=1) (n=1) smoker
(n=1 (n=1)
Sex Women
(%)
Age Mean Age

Education Primary
(%)
Secondar
y (%)
Higher
(%)
Smoking Daily

RESPONDENT PROFILE
•WEIGHTED

Characteristics A- B- C- D- E- F-
Unweight Unweight Unweight Weighted Weighted Weighted
ed Total ed ed Non- Total Smokers Non-
Smokers Smokers Smokers
Sex Women
(%)
Age Mean Age
Education Primary
(%)
Secondar
y (%)
Higher
(%)
Smoking Daily
Status Smokers
(%)
Non-

KAB Findings Ad Recall
Ad Recall

Recall of Specific Messages

Ad effectiveness
Ad effectiveness

Persuasiveness
Persuasiveness

Impact on Attitudes & Knowledge
Impact on Attitudes & Knowledge

Behavioral Intentions

Cessation
Cessation

Conclusions
Conclusions


UNPROMPTED RESPONSE
SECTION-QUESTIONNAIRE
TEMPLATE


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 17
February 2010 Page
throughout the survey).

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 18
February 2010 Page
throughout the survey).

Question-3B
•Put Ad category In Descending order

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


•Put categories In Descending order
Question 3B

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


Question-3C

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


Question 3D

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


Question-3D

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


Question 3E

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


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.


CESSATION


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?

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?


Question 4B

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


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?


Question 4D

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


Question 4D


Question 4E

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


Question 4F

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


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?


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?


Question 4I

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


Knowledge and Attitudes
about Smoking


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.


Question 5A- part 1 (first four choices)



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



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


Question 5B choices 1-4

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


Question 5C 1-4

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


Question 5C 5-8



Question 5C 1-4


Question 5C 5-8



Knowledge and Attitudes
about SF laws


Question 5D choices 1-4

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



city/town/village?


Question 5E choices 1-4

•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?


Question 5F

•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?


Question 5G-choices 1-4

•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.


Prompted Awareness


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?


Question 6B

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


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.


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.


Question 6E

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


Question 6F choices 1-4

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



remember?


Question 6F choice 16-20

remember?



remember?


Question 6H


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?


Question 6J

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


Question 6J

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


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?


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?


Question 6M

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


Question 7A

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


Question 7B

•Who were these individuals?


Question 7C

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


Pack Warnings


Question PW 1

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


Question PW2


Question PW 2


Question PW3


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?


Question PW5

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


Final Demographics


Question 8A

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


•Adjust
Question 8B categories for
country/add
more choices

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


Question 8B

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


Question 8C choice 1-4

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


Question 8C choices 1-4



Question 8D

•Do you work primarily indoors or outdoors?

Question 8E

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


Question 8F

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


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.


here.

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.


Question 8I

•What is your civil status?

Question 8J

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


Question 8K

•What is your caste /Tribe(Specify)

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.


Question 8M


Question 8N

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


Ad Recall
Unprompted

The unprompted recall of the
Surgeon ad was as high as 60%
Base= 3570


Ad Recall
Recall - Projected estimates
Prompted Combined: 114.6 M
TV: 96.8 M
Radio: 39.1 M

**
%

**

Overall recall high at 66%; recall higher in urban and through TV
Respondents (T:3570; R:2736; U: 834)


%

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

Those exposed to campaign - 2367


Ad Effectiveness
% Agree

**
**

PERSONAL NEW
BELIEVABILITY
RELEVANCE LEARNING

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


Ad Effectiveness
CURRENT SMOKELESS USERS
“The ad made me feel CONCERNED about the effects of
my USING SMOKELESS TOBACCO on my health”

**

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


Persuasiveness
CURRENT SMOKELESS USERS
“The Ad made me MORE likely to quit ”

**

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


Impact on Attitude
% Agree
**

**

**

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


Impact on Knowledge
% True

**

**

Respondents: Exposed : 2367 ; Non exposed: 1179



**

**

**

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


Cessation Exposure to Campaign

** Smokeless Tobacco Users

**

**

**

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


Cessation by Exposure to Campaign

** Smokers

**

**

**

Current smokers: Exposed: 952 ; Non exposed: 451


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