Getting the message to the people

Information on Public Health activities is available through a variety of sources. This year, almost 50,000 people visited the Public Health website, more than 19,000 telephone enquiries were received and more than 2.7 million publications and other resources were distributed. The Drug Aware parent booklet was the most sought after publication, with more than 40,000 distributed throughout the State.

Public Health issues which prompted the most enquiries and resource orders related to drugs, smoking and health, nutrition campaigns, sexually transmissible diseases and HIV/AIDS.

Smoking and quitting

The high-profile Quit Campaign entered a new chapter in 1996/97 when it joined forces with a national tobacco campaign to encourage adult smokers to quit. The campaign featured hard hitting television commercials which dramatically highlighted the way in which smoking causes diseases such as lung cancer and cardiovascular disease.

A New Year’s resolution media campaign encouraged adult smokers to commit to quit. The campaign generated strong demand for Quit kits. Television advertisements for the campaign, which highlighted the life events missed as a result of premature death caused by smoking, won the 1997 Perth Art Directors Club best charity television commercial award.  

Compliance of Tobacco Control Act 1990

Investigative staff continued to monitor compliance with, and enforcement of, the Tobacco Control Act 1990. Six prosecutions for breaches of the Tobacco Control Act 1990 were undertaken, with a further 1,434 inspections of retail outlets. A training program for police on enforcement of the Act was carried out and a pilot program involving environmental health officers from four local government authorities was conducted.

Alcohol consumption in Western Australia

In 1996, the Department reported that male age-standardised rates for alcohol-caused deaths decreased by 21 per cent over the period 1984 to 1994, but the female rates showed no change.

The Department shifted its focus to young people with the launch of the first phase of a public awareness campaign to reduce the harm associated with excessive drinking among school-aged children. The campaign, the first of its kind, was designed to delay the onset of experimentation of alcohol and to promote responsible consumption of alcohol by those who chose to drink.

Alcohol Accords

A new initiative in 1996/97 was the development of Alcohol Accords. Seven regions developed Accords, with the common aim of maintaining proper and ethical conduct in all licensed premises, particularly through the promotion of responsible serving of alcohol.

The continued commitment to Extended Trading Permits (ETPs) and licence objections where harm is suspected increased the focus of public health in licensing issues. This year, the Director of Liquor Licensing imposed a greater range of conditions of approved ETPs in response to departmental objections. In total, 10 submissions for ETPs were refused as a result of successful objections, and 11 others were granted only part of the requested trading hours.

Illicit drug use by youth

A major illicit drug education campaign entitled ‘Drug Aware’ was launched in 1996/97. This program, with funding from the Drug Abuse Strategy Office, aimed to decrease the harm associated with illicit drug use among young people. A survey to establish the incidence of illicit drug use by secondary school-aged children and adults (18 years and over) was conducted for the first time in WA.

Ten Drugs in Perspective (DIP) ‘train-the-trainer’ workshops were conducted resulting in 25 DIP courses being held in communities throughout the State. DIP provides parents with up-to-date information about drugs, and ways to prevent or deal with their children’s drug use.

Nutrition for life

Food service guidelines and assessment tools for child-care centres were developed as part of the Cent$ible Food Service Project, a joint initiative with Curtin University and funded by Healthway. As part of the Cent$ible Food Service Project, 19 food service personnel were trained in a pilot course to develop nutrition training modules for chefs and other food service personnel.

Statewide consultation with Aboriginal organ-isations, communities and individuals was conducted this year to develop a Nutrition Policy and Plan for Aboriginal people. This is a joint initiative with the Office of Aboriginal Health.

The Healthy Choices Award scheme was adopted by the Perth City Council, Geraldton Council and Kalamunda Shire and maintained by the Shire of Roeburne. In 1996/97, 56 food outlets were recipients of the Award.

A comprehensive campaign targeting women planning a pregnancy was conducted, in conjunction with Disease Control and Environmental Health, to promote increased folate consumption to prevent neural tube defects. Folic acid taken three months before conception and during the first stages of pregnancy can reduce the incidence of neural tube defects, such as spina bifida, by more than 70 per cent.

A report on Diet-related Deaths in WA 1983-1994, which for the first time quantified the contribution of diet to morbidity, was produced in conjunction with the Epidemiology Branch in 1996/97. The report shows that 18 per cent of all deaths in WA are due to diet, mainly related to heart disease, stroke, bowel cancer and diabetes.

Positive Parenting Program

A population-based behavioural family intervention to reduce and prevent disruptive behaviour disorder, the Positive Parenting Program (PPP), was developed and trialled in the East Metropolitan Health Region with 800 families. The program seeks to improve family relationships, empower families with more effective parenting and family problem solving skills and promote social competencies in the child. The TVW Telethon Institute for Child Health Research is evaluating the project.

Twenty-four health professionals were trained and accredited in behavioural family intervention during 1996/97.

A series of mental health promotion publications for young people on topics such as mental health, suicide, depression, stress and eating disorders were developed and tested with the target group and health professionals.

Sponsorship helps get the health message across

Mass media messages promoted by the department are supported through sponsorship programs, with funding from the Health Promotion Foundation of Western Australia (Healthway). In 1996/97, Healthway funded 68 arts, sports and racing sponsorships with a Health Department message. This allowed the use of high profile Western Australian sporting teams, such as the West Coast Eagles, the Fremantle Dockers, Perth Glory and the Quit Breakers to promote health messages to their fans. Through the sponsorship program, a number of major sporting, arts and racing venues are now smoke-free, including the WA Cricket Association, Subiaco Oval, Fly By Night Musicians Club and the WA Turf Club. Current messages being promoted through sponsorship include: Quit; SmokeFree WA; Smarter Than Smoking; Eat More Fruit ‘n’ Veg; Fruit ‘n’ Veg - Eat It!; Respect Yourself; 100% Control; Play Hard Drinksafe; and Respect Yourself Respect Your Culture.

Researching health promotion strategies

More than 30 health promotion research projects were undertaken, mostly in the areas of smoking, nutrition, alcohol consumption and illicit drugs. Statewide surveys of school students’ and adults’ attitudes and behaviours relating to the use of tobacco, alcohol and illicit drugs were also undertaken. Background and qualitative research are used in the development of new phases of campaigns, while research-based strategic advice is used at each stage of the campaign planning process. Media campaigns and other strategies are evaluated using communication research and public opinion monitoring on health-related attitudes and behaviours.