You can quit and we can help How Ireland puts the W and O in MPOWER

10 minutes 5 years work 650,000 quit attempts 5 % drop in prevalence

Our solution Our tobacco problem MPOWER

We were doing ok, but…

Focus on MPOWER W: QUIT Campaign Local and International Research Emotional, disruptive messages Why to quit and how to quit Real life stories from courageous Irish families Enough money to let people see them You can quit and we can help

TV Radio Facebook Digital and Outdoor Health Care Partners Why to QUIT How to QUIT

Focus on MPOWER O: QUIT Support Service Local and International Research One-tier service Focus on standard, evidence-based Tx Programme All Channels Integrated Digital Innovation You can quit and we can help

Trained cessation support staff Our QUIT Service Freephone Freetext Social Media Webchat Health Professional Referrals 1-1 Clinics & Groups

Digital Innovation Be where they are Design for Mobile Daily s and SMS Data and analytics Social innovation Support system Keep them with us Bring them back

Increased reach Type of contactQ1 2014Q Phone1,3461,661 Textn/a2,276 Webchatn/a410 n/a341 QUIT plan callback requestsn/a1,962 Facebook - private messagesn/a88 Total one-to-one contact with QUIT Service 1, QUIT plan sign-ups3,5435,177 Social - engagement Facebook - private messagesn/a88 Facebook - commentsn/a2,505 Twitter - Followersn/a3,641

Converting Reach into Quits Q1 2014Q Ads, messages, media spend, TVRs similar. Communication channels unconnected. Primary focus – lead generation. Communication channels integrated. Direct access to QUIT programme. Contacts all channelsQ1 2014Q1 2016Change No of contacts1,346 (phone only) 6650 (multiple channels) 394% No of smokers receiving intensive cessation support % No of clients enrolled in QUIT programme % QUIT.ieQ1 2014Q1 2016Change Site visits93,71661,621*-34% QUITplan sign-ups3,5435,177*46% *Better targeting through social channels = less visitors but much higher rate of engagement Contacts into Quit attempts

Client feedback Thank you so much for the daily support it has been the main thing that has kept me strong during my last few weeks as a non smoker I am 4 weeks tomorrow off cigarettes and couldn't have done it without you guys thanks a million Nickie Didn’t realise I could contact Advisor - I would have liked that 34% self-reported as quit at 4 weeks Over 75% felt that the service really helped them with their quit attempt. Customer Satisfaction Survey – March 2015 (852 respondents)

Smokers & quitters at the centre W & O hand-in-hand Evidence & Learning

MPOWER – all 6 letters ≤5% Tobacco Free Ireland 2025