Impact of various campaigns and television commercials (TVCs) for generating calls to the New Zealand national Quitline from Māori callers (for calls within one hour of showing a TVC)
| Campaign/TVC | Total TVC placements | Total calls within 1 hour | Total TARPs* | Calls per 100 TARPs | Rate ratio(95% CI) |
|---|---|---|---|---|---|
| *Target audience rating points: a measure of estimated exposure of the target audience. | |||||
| CI, confidence interval. | |||||
| Campaigns that used the Quitline number | |||||
| “Every cigarette” | 372 | 383 | 333 | 115 | 1.26 (1.08 to 1.46) |
| “Its about whānau” (family) | 483 | 439 | 480 | 91 | Reference |
| Campaigns that did not use the Quitline number | |||||
| “World Smokefree Day” | 134 | 35 | 78 | 45 | 1.79 (1.17 to 2.73) |
| “Lets Clear the Air” | 493 | 82 | 328 | 25 | Reference |