Jim Bishop (doctor)

[1] In his role as Chief Medical Officer, Bishop advised the Australian government on its response to the 2009 swine flu pandemic.

The following subsections outline two campaigns that have helped change social attitudes towards cancer, in both financial and health terms.

[7] Awards These marketing campaigns formed part of the NSW Tobacco Action Plan 2005-09 which “set a target of 1 percent reduction per annum in adult smoking prevalence between 2005 and 2009”.

[8] This was to be achieved by changing individuals’ smoking habits by “invoking cognitive or emotional responses”[9] through various media publications.

So the money we spend to drop the smoking rate by 1 per cent, which is essentially what we have achieved over the last year, is very effective in terms of health economics”.