In the 2010 Youth Insights Survey, 14- to 15-year-olds were asked about their awareness of Face the Facts ads as well as impact of the ads. Most young people were aware of the ads and awareness was as high among young Māori as non-Māori. The ads also appeared to have high impact among young people. Non-smokers, non-Māori, and girls, were more likely to report that the ads put them off smoking. Māori and non-Māori, and smokers and non-smokers, were equally likely to have discussed the ads with friends and family/whānau.