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The 13th World Conference on Tobacco OR Health
Building capacity for a tobacco-free world
July 12-15, 2006, Washington, DC, USA
Objective: To outline the strategies undertaken to ensure smoking cessation media campaigns and an associated free phone service, the Quitline, are effective and appropriate for assisting the indigenous population of New Zealand (M‚ori) to quit smoking.
Methods: Strategies were developed to ensure M‚ori were motivated to make a quitting attempt and call the Quitline. Monitoring of ethnicity of Quitline callers was carried out and an independent cohort study of a stratified sample of 1000 M‚ori and 1000 non-M‚ori Quitline NRT programme participants was undertaken and in-depth interviews with M‚ori were carried out. The cohort was followed up by telephone at three weeks, six months and 12 months to assess effectiveness and appropriateness of the service.
Results: The monitoring of ethnicity of Quitline callers showed that 20% of callers are M‚ori compared with 15% in the whole population. The independent evaluators concluded that M‚ori callers found the Quitline service was appropriate and there were no significant differences between M‚ori and other callers. M‚ori accessed the programme and rated the service and the resources highly. In-depth qualitative research with M‚ori together with survey data indicate they value the contact with Quitline Advisors highly. This contact with Advisors is also a strong predictor of M‚ori quitting success Awareness of the media campaigns was high and the campaigns were viewed as thought-provoking, believable, relevant and likely to motivate a M‚ori smoker to quit.