Background and context: In the lead-up to the next state election, Cancer Council New South Wales (CCNSW) will run the “Saving Life 2019” advocacy campaign focused on changing NSW Government policy in cancer control. In developing a policy agenda, three priority areas were identified that required further research to better understand public perceptions, inform messaging and engagement strategies. Reform of current tobacco retailing was identified as one of these priorities. Aim: Understand how key audiences view current tobacco retailing laws and widespread tobacco availability in NSW; Find new opportunities to progress our policy objectives by identifying additional key audiences in the general population; Build the evidence base for a salient and convincing messaging guide for the advocacy campaign strategy and CCNSW's broader policy engagement and influencing work. Strategy/Tactics: The campaign will seek to demonstrate community support for reform of current tobacco retailing laws in NSW to the community, the media and political candidates to achieve policy commitments. CCNSW existing campaign strategy includes tactics across grassroots mobilization, targeted political engagement and securing earned media. The development of strategic research to underpin this campaign, including development of an evidence-based communications strategy, was critical in optimizing communications and public engagement. Program/Policy process: CCNSW commissioned an independent external agency to conduct the research. The research used a mixed methodology that included a facilitated online focus group of up to 20 people, followed by polling of the general public. Focus groups were conducted over two days, with participants recruited from a wide geographical spread and constituted a mixture of general population, parents, hospitality workers and small business owners. Outcomes: A research and communications report containing an overview of the research, key findings, as well as communications considerations based on the research was used to inform our overall campaign strategy, including policy messaging and communications planning. What was learned: Findings noted that while cancer of all types is seen as a serious public health issue, cancer specifically resulting from smoking and tobacco use is not top-of-mind. It revealed the link between ease of access to tobacco products and increased usage is clearly understood, and there was support for further restricting where tobacco can be sold. The concept of a “retailer fee” to pay for the cost of antismoking initiatives received limited support, mostly driven by concern for smaller retailers. The most popular arguments were those which reinforced existing community beliefs, rather than challenging them.
Cancer Council New South Wales Policy and Advocacy Report: Community Insights to Inform the Policy Positioning of Smoke-Free Legislation Reform in NSW, Australia
