Jenny Taylor is Director of the Market Research Unit, Australian Government Department of Health. She has over 20 years of public sector experience in health psychology and public health communication.
She provides expert advice and management of research for policy development, cultural change, and development and evaluation of the Department’s social marketing campaigns covering a variety of public health and social policy issues.
She is a registered psychologist and has a Master of Public Health degree from the University of Sydney.
Co-Presenters: Craig Young
The presentation will showcase a research program supporting a recent highly successful, research driven, public health campaign attempting to reduce smoking rates amongst Indigenous Australians.
The campaign, which was guided by research at each stage (from selection of the creative agency, refinement of creative material and evaluation) has delivered massive and unprecedented behaviour change in the target audience. The campaign had 75% exposure amongst the target audience, and convinced 9% of those exposed to the campaign to quit smoking and 27% to reduce the amount they smoke. That equates to 12,000 Indigenous smokers quitting and 35,000 reducing how much they smoke. Despite facing some incredibly challenging time pressures, the program is a great example of how to reconcile best practice in conducting respectful, culturally sensitive research that builds community capacity, and still deliver practical real world outcomes.
From the outset the research program adopted a strong commitment to two-way communication, community engagement and capacity building. In the course of conducting the research, 30 Indigenous interviewers in 21 communities were trained in interviewing techniques and provided with casual employment, at least one of whom has obtained full-time work as a result of their experience.