Impact of a national campaign on smoking attitudes and patterns in Austria

Evaluation of the impact of a recent anti-smoking campaign in Austria has been made among representative samples of the population. The data show that the campaign had a widespread effect: 99% of those interviewed were aware of the campaign (83% referred to it spontaneously, and 15% on being questioned), and all Austrians knew the slogan, "Life without smoking can be just as nice!" (88% mentioned it spontaneously). Furthermore, some 66% of respondents knew the campaign's symbol. According to the results of this survey, the reduction in the number of smokers (34%) has been much greater than in 1979 when a similar survey indicated a decrease of 27%. Moreover, for the first time the number of women who smoke is diminishing. There also appears to be a trend towards smoking cigarettes with a low tar content. Finally, a considerable increase was recorded in the number of smokers who would like to quit.