Helping First Nations Mums-to-be quit smoking

The results

of the target audience recalled seeing the campaign

of these took action to try and quit

had a yarn with someone about the campaign

either quit smoking (21%) or are trying to quit (43%) since seeing the campaign

in social value delivered as a result of the campaign

As an Aboriginal and Torres Strait Islander preventative health program, it is essential that we understand the impact our campaigns have on community. The evaluation undertaken by Make Good Measurement has provided valuable evidence that the Deadly Choices Smoking in Pregnancy campaign successfully connected with our audience, influenced positive behaviour change, and generated meaningful social impact.

These insights are critical in ensuring our programs remain evidence-based, culturally responsive, and effective in empowering mums, families, and communities to choose not to smoke or vape for their own health and the health of their bubs.

Corey Kirk, Executive Director, Deadly Choices Institute for Urban Indigenous Health

About the campaign

Measuring the campaign

The results

The REAL results