Old and haggard Personalising aged smokers face simulations

Old and haggard: Personalising aged ‘smoker's face’ simulations to affect youths’ future intentions to smoke Dr Owen Carter, CBRCC, Curtin University Prof. Moyez Jiwa, WACCPC, Curtin University Dr Paul Chang, Psychology, Edith Cowan University

Daily Smokers by age-group in Western Australia, 2004 19. 1% 20% 18. 5% 18. 2% 16. 9% 18% 16% Mean 15. 5% 14% 12% 10% 8% 6% 9. 6% 8. 5% 4% 2% 0% 14 -19 20 -29 30 -39 40 -49 50 -59 60+ Years Source: Australian Institute of Health and Welfare (2005). 2004 National Drug Household Survey: State and territory supplement. AIHW PHE 61. Canberra: AIHW.

Underage Daily. Weekly Smokers by age-group by age in Western Australia, 2004 2005 19. 1% 20% 18. 5% 18. 2% 16. 9% 18% 16% 6. 7% Mean 15. 5% 14% 12% 10% 8% 6% 4% 10% 8% 7% 9. 6% 8. 5% 2% 3% 2% 0% 14 -19 12 20 -29 13 30 -39 14 40 -49 15 Years 15. 2 50 -59 16 60+ 17 16. 5 Source Institute of Health and Welfare. Report (2005). 2005: 2004 Prepared National for Drug Household Survey: State. WA and Source: : Australian Coase & Miller (2007) ASSAD Smoking Drug and Alcohol Office. territory PHE Report 61. Canberra: AIHW. Perth: supplement. TNS Social. AIHW Research No. 70409 supplement

Long-term Health Effects

Short-term Effects Hygiene Fitness Expense Bad skin

Pretty Face, 1984

Pretty Face, 1984 Paterson & Paterson (1984) “A powerful vehicle for influencing the attitudes of adolescents against the social disadvantages of smoking” Donovan & Mildred (1984) “Effective in deterring smoking through the powerful and direct message that ‘smoking makes you ugly’ ” Tobacco Industry complaint to ASC (1987) “The advertisement is ‘misleading’, as the effects of smoking cannot be said to be so dramatic” (complaint upheld)

Smoker’s Face • Grey complexion • Premature wrinkles – – – Extensive and deep Irreversible Unavoidable

• • Originally to identify missing children Based upon normative data (n=2, 000) Ages faces from 8 to 72 years Modified to simulate effects of smoking

NORMAL AGE PROGRESSION 34 42 50 58 66 72 SMOKER AGE PROGRESSION 34 42 50 58 66 72

Hysert et al. (2003) Pilot study with high school and college students Strong arousal • “stunned silence” • “shrieks of laughter” • “I’m never going to look like that!” Smokers • Smoking intentions in next year (87% 73%) • Smoking reflects poor judgment (33% 43%) Non-smokers • One cigarette per day harmful (79% 92%) • Concern about appearance affecting day-to-day choices (68% 78%). Hysert, P. , Mirand, A. , Giovino, G. , Cummings, K. & Kuo, C. (2003) “At Face Value”: age progression software provides personalised demonstration of the effects of smoking on appearance, Tobacco Control, 12, 238.

NON-SMOKER

SMOKER

Where to from here? • RCT with 400 smokers and non-smokers aged 15 -24 years • Interventions by GPs, Pharmacists and Dentists • Incorporation into high school health education classes

Sage Tiberius Carter (2 years) Ariel Rhiannon Carter (3 years)