Smoking rates fell by 19% during our campaign in which media coverage resulting from our activity consistently reached around 30 million adults a year in England
The challenge
Over the six years we worked on the Tobacco Information Campaign, our challenge was continually to find new ways to grab smokers’ attention and motivate them to quit smoking.
In particular, we needed to convince smokers of the merits of NHS support, to give them the best chance of quitting smoking for good. Success was to be measured principally by long-term reductions in smoking prevalence.
Our response
The key with all our activity was to stimulate debate. For example, to launch the introduction of picture warnings on cigarette packets in October 2008, we developed mocked-up packs with tip cards featuring killer facts, which broadcasters could use to get consumer reactions for vox pops.
Knowing that tobacco’s effects on sexual performance and attractiveness could be strong motivators to quit, another story looked at how lonely hearts columns had changed over the years: how often were non-smokers sought in 2007 compared with 1997?
We developed a toolkit approach for local campaigners and kept interested parties such as BHF, Roy Castle Lung Cancer Foundation, ASH and the BMA updated on campaign activity to ensure a range of ‘voices’ were each delivering consistent messages about quitting.
Results
Our activity resulted in over 5,000 items of media coverage during the six years we worked on the campaign, reaching around 30 million adults in the UK each year.
In just two years, we generated more than 25 hours of campaign coverage on TV and radio. Independent evaluation estimated a total equivalent advertising value of over £20 million in 2008.
Smoking rates fell from 26% in 2002 to 21% in 2007, which is the latest year for which official stats are available.
