Effective quitting tools campaign

Context Smoking is the biggest preventable cause of cancer. Whilst smoking rates are falling, 15% of all adults in the UK still smoke Around half of smokers in England try to quit using willpower alone (least effective method). It’s essential that we educate smokers on the most successful quitting tools available We wanted to create a campaign with real stand-out that speaks directly smokers, it should cut through in a unique and memorable way

Campaign objectives Our primary objective is to… Raise awareness of the effectiveness of quitting tools Our secondary objective is to… Increase the number of smokers attempting to quit, using these tools

28% of people in Yorkshire and the Humber working in R&M jobs smoke Targeting The pilot campaign will run in Yorkshire and the Humber. This region has the highest smoking rates in England (17%) and high levels of deprivation. The core audience is smokers in routine and manual occupations (R&M) who have a desire to quit 28% of people in Yorkshire and the Humber working in R&M jobs smoke

Creative

Get past the hard part quicker Creative Testing Get past the hard part quicker DIY Fails Battle ready

DIY Fails – social videos Click on image to play Click on image to play

DIY Fails – radio LISTEN HERE We’ve also bought a radio partnership with Heart FM across Yorkshire. The partnership consists of 30 second ads in a radio presenter voice, plus a competition in which people submit their own DIY fails to be in with a chance of winning a room makeover in their home.

GP engagement GPs in Y&H will be informed of the campaign through Cancer Insight emails, the RCGP, paid email and promoted posts on Twitter  They will be provided with information on effective quitting tools to support their patient conversations Communications will sign post GPs to the CRUK module on smoking cessation on the RCGP Learning website

Evaluating the campaign Pre and post survey in Y&H and control region Qualitative evaluation  Media metrics i.e. video views, landing page visits  Data from services and GP practices – to discuss!

Supporting the campaign Posters available on the publications website Approved social media copy and videos available Providing data i.e. any increase in footfall to services Sourcing case studies to support the campaign in regional press

Thank you