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.
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.