Tilley ENPage WBalasubramanian RO'Meara RGee SHazou RGalloway CWaterworth CBrown ASteelsmith MSligo FKingi TKJones LPage RLove TRSoma J2023-07-232014-11-282023-07-232014-11-28It's My Life Evaluation Report: Evaluation summary 28 November 2014, 2014, pp. 1 - 38http://hdl.handle.net/10179/10940This 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.1 - 38participatory communication campaigninghealth communicationsmoking cessationreport344578Massey_Dark