Background: The HSC launched its Smokefree Homes campaign in 2004 to reduce children's exposure to second-hand smoke in homes and cars. The campaign is part of a wider social marketing programme that aims to reduce the number of private and public settings in which young people are exposed to smoking behaviour. The programme is taking an incremental approach to effect change in parents and caregivers' behaviour, with the ultimate aim of children not being exposed to smoking in any setting.

Strategy: The campaign began with a focus on homes. Following quantitative and qualitative research to understand more about the smoking behaviour of parents and cargivers and the factors motivating their behaviours, the campaign is now focusing on cars.

Conclusion: This presentation will illustrate how the campaign setting was extended from homes to cars, and the message adapted to introduce the concept of social disapproval. It will also present the results from an early campaign survey of the audience's initial response to the Smokefree Cars campaign, and evidence from a population-based survey of the impact of the campaign on reducing exposure to second-hand smoke in New Zealand cars. Future directions of the programme will be discussed.