Effectiveness of collaboratively commissioned mass-media campaign Kate Knight Head of Communications and Social Marketing Smokefree South West

Smokefree South West Smokefree South West launched March 2009: Specialist programme to drive and coordinate action to tackle tobacco Funding: All Directors of Public Health collaborate to commission a large scale programme to tackle tobacco related harm Maximise impact through high quality social marketing and effective advocacy

We deliver: Cost effective campaigns; expertly designed, procured and evaluated to deliver integrated mass media campaigns & public relations Advocacy around strong evidence to influence key legislative and policy decision making to benefit the population of South West

Mass media campaigns Evidence base shows that no other medium is so effective in creating awareness and communicating health information as mass media: We gain economies of scale by buying across the region – up to 40% savings - messages are consistent

Advantages and challenges of a regional approach Media buy – savings of up to 40% Economies of scale in commissioning research and evaluation Consistency of approach and message Stakeholder communication Proportionality Balance between delivery and local ownership The tobacco industry

Case Studies Hand-rolling tobacco Smokefree Homes

The Problem One in five all South West smokers smoke in their home All of them know that it is dangerous, but still a barrier to change Too many local initiatives, too little evaluation

A big problem - 22% of South West adults smoke in the home. Ambitious target to halve the number of adults in the South West region who allow smoking in their home by That means changing the behaviour of over 400,000 adults. Smokefree Homes – the objective

Researching the campaign Findings from the focus groups revealed that smokers continue to smoke in their home for 4 key reasons: It’s convenient – kitchen seen as outside the home Relaxing – a reward once kids in bed Out of habit/laziness Weather/climate Our research showed that the target audience need to be given hard facts on WHY TO CHANGE and a clear and easy suggestion on HOW TO CHANGE

Researching the campaign

Smoke Outside TV Ad

Campaign Materials – print and TV Branded fire engines in Cornwall

Graph 1 shows the drop in numbers of people allowing smoking in the home in the South West since the campaign launch and with each campaign burst. Source: You Gov

Numbers of adults in the South West allowing smoking in the home has dropped by more than a third (40%) from 968,000 people in 2011, to 572,000 people in 2013 (Census data 2011). So an estimated 396,000 more adults (plus their unknown number of children) now live in a home that does not allow smoking indoors (Census data 2011). Continue this progress over the next year

Tacking the High use of hand-Rolling Tobacco in the South West

The Problem Up to 60% of South West smokers smoke ‘rollies’ Half of all of it is illegal Hand-Rolling tobacco smokers don’t perceive them-selves as ‘real’ smokers

Hand Rolling Tobacco – key findings from qualitative research Most prefer hand rolling tobacco and believe it to be less harmful than manufactured cigarettes. HRT is more associated with stress relief than manufactured cigs. Seen as organic and from a more natural source. 'Rolling up' is considered a real art form and skill and rite of passage. The rising real cost of manufactured cigarettes and increased availability of illicit products has fuelled increased usage of hand rolling tobacco.

Four key benefits plus the rolling ritual TASTENATURAL CONTROLSMELL They smell sweeter and the smoke doesn’t linger in the same way – fresh baccy smells nicer It’s a cleaner and smoother smoke than cigarettes - cigarettes are stronger and give you a bigger hit It’s purer than cigarettes – cigarettes have got sulphur and twigs and stuff in – roll- ups just burn out unlike cigarettes I like the fact that I’m in control of the amount of tobacco I smoke.... In the morning I roll an extra big one because that’s when I need to wake up, but sometimes if I’m not feeling well and I have sore throat, I’ll roll a smaller one There’s no chemicals in it– you don’t get a bad chest smoking tobacco My partner is not so worried that I smoke baccy as it doesn’t smell like cigarettes It’s not as harsh smoking baccy, your throat doesn’t hurt afterwards You also get less ash when smoking rollies

Hand Rolling Tobacco – objective The objective of the campaign was to prompt 40% of HRT smokers in the SW region (114,000 of the 285,000 users) to make a quit attempt. Reposition HRT as a dangerous substance and challenge the beliefs that it is healthier than manufactured cigarettes.

Vox Pops

TV Ad

Hand Rolling Tobacco – findings from focus groups

Evaluation

Where Seen Advertising About Stopping Smoking in Last 3 Months (Spontaneous) Interestingly, 79% spontaneous awareness of anti-smoking advertising is the highest figure recorded since the last airing of the HRT campaign in Q4 ‘11/’12. Any Ad TV Ad (HRT) Map awareness against timing of HRT

HRT Motivation to quit is also increasing…

Thanks very much Kate Knight