Australian Government Department of Health



Smoking rates have remained relatively high among Indigenous people so the department required research services for the development and evaluation of an Indigenous focused anti-smoking campaign.


  • We conducted two rounds of qualitative research, to determine the preferred creative concept and to refine the final campaign material.
  • For the evaluation we recruited and trained local interviewers across 20 Indigenous communities (including urban, regional and remote locations).
  • Our interviewers conducted 350 face-to-face interviews with Indigenous smokers.


The research found that out of five concepts, Don’t Make Smokes Your Story (DMSYS) had the greatest potential to drive behaviour change. DMSYS resonated closely with the target audience as it centred around the story of an Indigenous family and a father’s journey towards quitting. The DMSYS campaign was then refined during the second round of concept testing to ensure the campaign would be as effective as possible.


For the evaluation research, we established a national field force of Indigenous face-to-face interviewers. This involved developing meaningful relationships with Indigenous community organisations, as well as training, supporting and managing a team of 20 interviewers.


• The evaluation found the campaign to be extremely successful, with 9% of Indigenous smokers exposed reporting that they had made a quit attempt.

• There was a significant increase in the use of the Department’s quit smoking tools, specifically visits to the QuitNow website and downloads of the MyQuitBuddy app, during the campaign.

• The DMSYS campaign was re-launched in 2017 and 2018.

• The methodology was praised as being an effective and culturally appropriate strategy for effectively engaging with Indigenous communities and allowed community capacity building through the training and employment of local community members.