RELATED COVERAGE: More smokers than average
The success of an anti-smoking television campaign targeting Gippsland’s indigenous communities has bolstered hopes the region’s high aboriginal smoking rates can be reduced.
Initially commissioned in 2011 by the Gippsland and East Gippsland Aboriginal Co-operative, the television ads have continued to air locally until last month, after receiving additional funding from Latrobe Community Health Services.
Featuring community members from east Gippsland and Sale, the four ads detail the devastating impact smoking has had on Gippsland’s tight-knit indigenous communities, under the catch phrase, ‘Smoking – It’s no good ‘ey’.
“My father died at 41 – his heart exploded, all from smoking,” one man says straight to camera in one segment featuring personal testimonials.
Former GEGAC officer and advertisement project manager Paul Rowe said Gippsland’s indigenous families needed a tailored message, as mainstream Quit campaign advertising was not cutting through to aboriginals.
“Smoking rates among indigenous people are at about 50 per cent, and 20 per cent of all aboriginal deaths are smoking related, so it’s pretty clear the message hasn’t been sinking in,” Mr Rowe said.
“Having local people in the ads created ownership for the community – just about everyone in Gippsland has an extended family member in the ad, people know them and follow up the conversation with them.
“It’s created discussion in our communities we’ve never had before, so we’re pretty hopeful where we can take things from here.”
