Problem/Objective: The Irish government commissioned an anti-smoking campaign disseminated nationally through print and electronic media, targeted at population subgroups and aimed at the reduction of smoking in the population. The goal of this research was to document intervention effects.

Methods: Evaluation was undertaken using a combined methods approach including an omnibus survey with a nationally distributed quota sample of 1382 participants. Semi-structured interviews were also carried out with a purposively selected sample of 230 participants and analysed using a template approach.

Results: The campaign could be accurately recalled by only one third of the survey participants. The interview data suggested that the campaign was assimilated by ex-smokers and supported their non-smoking behaviour. However current smokers were found to employ multiple techniques of defensive avoidance in relation to the message so that the campaign did not induce fear and was not assimilated by them. A notable exception to this were older blue collar women who smoked who were frightened by the campaign but did not perceive themselves able to respond to the message recommendation of quitting due to previous unsuccessful quit attempts and perceived lack of support. This group did not employ defensive avoidance techniques.

Conclusions: The campaign did not achieve its stated aims and objectives and caused a vulnerable group to be blamed for their smoking behaviour. The use of fear appeals in anti-smoking mass media campaigns appears untenable as a health promotion intervention and alternative approaches should be explored more fully.