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 smoke-free laws was identified as one of these priorities. Aim: Understand how key audiences view current smoke-free laws and issues of exposure to second-hand smoke in NSW licensed venues; Find new opportunities to progress 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 our broader policy engagement and influencing work. Strategy/Tactics: The campaign will seek to demonstrate community support for the reform of current smoke-free 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 our communications and public engagement. Program/Policy process: Cancer Council NSW worked with an 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. Targeted sampling to ensure participants visit a pub or club at least once per fortnight was also incorporated. 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: Preliminary findings noted that while smoking and related health issues is a key concern for participants, it is of greatest concern among those who are smokers, have previously smoked, or are close to someone who does. They revealed a high level of awareness of the meaning.
Cancer Council New South Wales Policy and Advocacy Report: Community Insights to Inform the Policy Positioning of Smoke-Free Legislation Reform in NSW, Australia
