Evaluation of a national media campaign on tobacco use amongst South Asians

The Department of Health launched a national tobacco education campaign targeting the three main South Asian communities in England. This was the very first national campaign to explicitly focus on these communities in order to raise awareness and knowledge of the health risks associated with tobacco use and to assist tobacco users in their attempt to give up. The campaign involved TV and radio adverts on South Asian channels, press advertisement, as well as posters and information booklets.

The Central Office of Information commissioned ETHNOS to evaluate the campaign. We designed a comprehensive evaluation which involved interviews and focus groups with health professionals, community workers, as well as South Asian tobacco users, in order to assess their knowledge and views about the campaign. The research took place in three areas: Bradford (Pakistanis), Birmingham/Leicester (Indians), and Tower Hamlets in London (Bangladeshis).

The research provided the Department of Health with detailed information on:

• the extent to which the campaign had raised awareness of the health risks associated with tobacco use (smoking and chewing)
• the extent to which the campaign had motivated tobacco users to change their habits
• the impact of the campaign on awareness, usage and attitudes towards the NHS Asian tobacco helpline
• the extent to which the campaign had raised awareness and usage of local support services
• recommendations to improve future campaigns