Media campaign to support smoking bans

In 2015, the campaign media focused on transport stops and designated spectator areas of sports venues. It was designed to:

alert target audiences to the smoking bans
encourage compliance with the smoking bans
use social channels to build community support for the smoking bans
encourage reporting of breaches of the smoking bans.

Three media channels were being used to communicate the campaign messages. These channels were:

radio (mainstream, non-English and Aboriginal community)
social media (Facebook)
out of Home advertising, such as bus shelters panels and street furniture.

The media strategy was expected to reach seven out of ten NSW adults at least once. This table summarises the reasons why these media channels were chosen.

Channel	Rationale
Radio	Radio provided cost efficient, broad coverage. Radio was effective for reaching regional audiences. About a third of the radio media would buy incorporate regional and rural communities to ensure message reach was achieved state-wide.
Radio – Culturally and linguistically diverse (CALD)	A selection of in-language radio programs offered by SBS and several community radio stations were selected to cover four priority community languages (Cantonese, Mandarin, Vietnamese and Arabic).
Radio – Aboriginal	Aboriginal focused programs offered by SBS and community radio stations were selected.
Social media	Social media, through Facebook posts, allowed peer interaction to promote the benefits of the smoking bans.
Out of Home (OOH)	Out of Home advertising included bus shelters panels and street furniture such as metrolites (lit posters). Bus shelter panels would be skewed to sporting grounds and major arterials to sporting grounds. The following top 10 postcodes for the four priority spoken language groups were taken into account when planning OOH: Cabramatta, Bankstown, Fairfield, Liverpool, Auburn, Hurstville, Campsie, Bossley Park, Lidcombe, and Punchbowl.