Analysis of ‘Shisha No Thanks’ – a co-design social advertising marketing campaign on the harms of waterpipe smoking | BMC Public Well being

The Shisha No Thanks challenge

The goals of the Shisha No Thanks challenge had been to focus on and lift consciousness concerning the well being dangers of waterpipe smoking amongst younger individuals (18-35 years previous) from an Arabic talking background and to encourage dialogue round quitting or decreasing waterpipe smoking. The challenge ran from October 2019 to June 2020, predominately within the South East, South West, and Western areas of Sydney, Australia, the place there’s a greater proportion of people that establish as being of Arabic talking background. The challenge was run by a authorities native well being district (South Japanese Sydney Native Well being District), in partnership with a neighborhood organisation (Lebanese Muslim Affiliation) and was funded by the Most cancers Institute NSW (a state authorities most cancers management company).

Shisha No Thanks was a co-design challenge that concerned the challenge staff working carefully with the neighborhood associate organisation, members of the neighborhood, neighborhood champions and well being professionals to establish the important thing messages and techniques for the attention elevating marketing campaign. The challenge staff was aware all through the whole course of to make sure that the marketing campaign was run respectfully in direction of the neighborhood and was culturally acceptable.

Marketing campaign assets had been developed from the neighborhood co-design workshops and evidence-based analysis, and included a function marketing campaign video, [18] a big assortment of social media content material (comparable to brief movies clips, memes and graphics), and a collection of factsheets for younger individuals, pregnant girls and households, neighborhood employees and well being professionals, which had been obtainable in English and Arabic [19] (See Fig. 1 and Appendix 1 for examples).

Fig. 1
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Chosen ‘Shisha No Thanks’ challenge assets

These marketing campaign assets had been disseminated to the neighborhood via the marketing campaign’s web site [19] and social media accounts (Fb, [20] Instagram [21] and YouTube [22]). The challenge additionally engaged the neighborhood via native media protection (English and Arabic talking media; TV, radio and on-line), by attending neighborhood occasions (e.g. expos and data days) and conducting neighborhood employee info periods.

Examine design, individuals and information assortment

The affect analysis used a cohort design to measure consciousness earlier than and after the challenge among the many audience. A neighborhood panel was recruited via the Lebanese Muslim Affiliation’s communication channels (electronic mail publication, social media accounts), neighborhood champions, and flyers at occasions (see Appendix 2 for examples of recruitment materials). Individuals had been required to be 18-35 years previous and both smoke waterpipe or know somebody who does. Potential individuals had been directed to finish a web-based recruitment survey to verify eligibility within the research, present demographic particulars (together with their waterpipe smoking exercise) and their cell phone quantity (See Appendix 3 for Recruitment Survey).

Individuals had been then despatched a weekly SMS textual content message with a survey query about their information and attitudes about waterpipe smoking. As most younger individuals use their cell phones continuously every day, an SMS survey was an efficient approach of simply reaching the audience. Individuals had been despatched a set of 8 questions earlier than the challenge began, with 1 query being despatched per week for 8 weeks from Aug-Oct 2019. Then the identical 8 questions had been despatched in direction of the tip of the challenge, once more with 1 query being despatched per week for 8 weeks from Jan-Mar 2020. Within the interim interval, individuals had been despatched different questions associated to waterpipe smoking to keep up communication between individuals and the challenge. (See Appendix 4 for Survey Questions). This method of sending 1 query per week was chosen to scale back the perceived burden of responding to the survey questions. Primary participant recruitment paperwork and all information assortment surveys had been produced in English and Arabic, and individuals got the choice to decide on to obtain the SMS textual content messages in both English or Arabic.

Survey measures

The SMS survey questions had been tailored from the Most cancers Institute NSW Tobacco Monitoring Survey [23] and the Syrian Heart for Tobacco Research Narghile-Waterpipe Customers Survey [24]. The questions had been associated to individuals’ consciousness of messages concerning the harms of waterpipe smoking, attitudes in direction of the well being impacts of waterpipe smoking, intention to scale back waterpipe smoking, neighborhood conversations about waterpipe smoking, and consciousness of providers to assist cessation of waterpipe smoking. Questions had been designed to be brief and succinct to suit with the SMS format, and had been both a number of alternative response, or brief free-text response.

Individuals had been reimbursed for his or her involvement within the research with three $50AUD e-vouchers. The survey used the Qualtrics platform which has the capability to ship SMS messages to the research individuals’ cell phone quantity.


Knowledge extracted from Qualtrics was entered into an Excel spreadsheet file. Knowledge was then analysed utilizing IBM SPSS Statistics v26. For the 8 questions that had been requested earlier than and after the challenge, solely paired information (i.e. information the place the participant had responded to the identical query at each baseline and post-campaign) had been used for evaluation and reported. Given the matched nature of the information, binary categorical responses had been analysed utilizing McNemar’s take a look at, [25, 26] and non-parametric scaled information was analysed utilizing Wilcoxon Signed Rank take a look at [27]. Subgroup evaluation was additionally performed primarily based on age group, gender and waterpipe use. For the 6 questions that had been requested solely as soon as (within the interim interval), descriptive evaluation was performed.

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