Support for quitters

Support for quitters

An online study of 608 New Zealand smokers suggests when tobacco plain packaging is introduced into New Zealand, it would be beneficial to include clear and visually striking Quitline information.

The research from the University of Otago measured responses to eight different formats relative to the status quo. They tested the perceptions of alternative information formats and compared the visual impact of different designs.

The results show a two panel format, highlighting Quitline contact information and a brief affirming message, was consistently rated as most effective. All the different formats tested were rated as more effective than the current method of displaying the Quitline information.

“We know that plain packaging is having a marked affect in Australia, said Vikki Ambrose, the Cancer Society’s Tobacco Control Advisor. The evidence shows plain packaging is working exactly as predicted, with a decline in both tobacco consumption and smoking prevalence.

“Unfortunately, New Zealand is lagging behind Australia in this area. The Government should move quickly to pass and implement the plain packaging bill currently sitting on the legislative agenda.

“We should look to see how we can improve on Australia’s example and this latest research tells us exactly how we can. Plain packaging will be an important element to achieving the Government’s goal of New Zealand becoming smoke free by 2025. The Otago research shows that to maximise the impact of plain packaging it should display Quitline information more effectively.

“It is well known that smokers who use cessation support are more likely to quit than those who make cold turkey attempts. Part of the process will be making the packaging a strong stimulus to quit - plain packaging, with its unattractive colours and large, unappealing pictorial warnings, together with information that will support people to stop, will be a positive first step.”

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