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    It's my life: Evaluation report

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    Its My Life evaluation report 2014 Final.pdf (1.048Mb)
    Abstract
    This report presents a snapshot of some outcomes from the by-youth for-youth It's My Life youth smokefree research project, which was funded by the Pathway to Smokefree New Zealand 2025 Innovation Fund. The report includes quantitative data from the It’s My Life pre and post evaluation surveys, campus cessation reporting, and social media analytics, plus qualitative data from youth participants in the project. Two key results from the Massey University surveys are that over the It’s My Life campaign timeframe, smokers’ desire to quit increased and tolerance of the tobacco industry, in general but also particularly among smokers, reduced. We interpret these results as an endorsement of the decision by the young people who designed the campaign not to vilify smokers but to use positive empowerment themes to make smokers feel supported and encouraged to take back control of their lives from tobacco companies.
    Citation
    It's My Life Evaluation Report: Evaluation summary 28 November 2014, 2014, pp. 1 - 38
    Date
    2014-11-28
    Author
    Tilley, EN
    Page, W
    Balasubramanian, R
    O'Meara, R
    Gee, S
    Hazou, RORCID
    Galloway, C
    Waterworth, C
    Brown, A
    Steelsmith, M
    Sligo, FORCID
    Kingi, TK
    Jones, L
    Page, RORCID
    Love, TR
    Soma, J
    Publisher
    School of English & Media Studies, Massey University
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    Copyright © Massey University
    Contact Us | Send Feedback | Copyright Take Down Request | Massey University Privacy Statement
    DSpace software copyright © Duraspace
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