In 2015, the campaign media focused on transport stops and designated spectator areas of sports venues. It was designed to:
Three media channels were being used to communicate the campaign messages. These channels were:
The media strategy was expected to reach seven out of ten NSW adults at least once. This table summarises the reasons why these media channels were chosen.
Channel
Rationale
Radio
Radio provided cost efficient, broad coverage. Radio was effective for reaching regional audiences. About a third of the radio media would buy incorporate regional and rural communities to ensure message reach was achieved state-wide.
Radio – Culturally and linguistically diverse (CALD)
A selection of in-language radio programs offered by SBS and several community radio stations were selected to cover four priority community languages (Cantonese, Mandarin, Vietnamese and Arabic).
Radio – Aboriginal
Aboriginal focused programs offered by SBS and community radio stations were selected.
Social media
Social media, through Facebook posts, allowed peer interaction to promote the benefits of the smoking bans.
Out of Home (OOH)
Out of Home advertising included bus shelters panels and street furniture such as metrolites (lit posters). Bus shelter panels would be skewed to sporting grounds and major arterials to sporting grounds.
The following top 10 postcodes for the four priority spoken language groups were taken into account when planning OOH: Cabramatta, Bankstown, Fairfield, Liverpool, Auburn, Hurstville, Campsie, Bossley Park, Lidcombe, and Punchbowl.
See the NSW Health media release for the campaign in Smokers warned against ignoring outdoor smoke-free bans media release page.
