NHS Health Scotland Smoking cessation

OBJECTIVE
To encourage people to give up smoking by calling the Smokeline to access local stop smoking services.

THE INSIGHT
Research told us that many smokers found themselves in a vicious circle - previous failed attempts to quit lowered their self-esteem, which in turn made it less likely that their new attempt would be successful. So many believed that they were just not capable of quitting. However, smokers were keen to find out from other smokers how to stop smoking and hearing the stories of people who had been successful was both credible and highly motivating.

EXECUTION
A testimonial approach was devised which involved filming around 50 successful quitters.

From this ten TV commercials and 3 radio commercials were produced all eliciting a direct response namely to call the Smokeline for more information and get in touch with their local stop smoking group or service.

It was anticipated that there was a risk in a fall in numbers from those who made the initial call to Smokeline and those who proceeded to the next step and joined their local group. The communication strategy acknowledged this and a fulfilment DVD was produced to maintain the momentum and motivation of those who contacted the Smokeline.

The fulfilment pack also included some other publications: Aspire to Stop Smoking, How To Stop Smoking and Stay Stopped and Smokeline cards.

RESULTS

Over 6 bursts from October 05, the campaign generated 78,934 phone calls.

The tracking study conducted in March 06 concluded that:

• 7 out of 10 smokers were aware of the commercials
  
  
• 72% of smokers agreed that the adverts would encourage people to give up smoking
  
  
• Smokers could relate to the adverts with 73% agreeing that the ads were for ‘people like me’.
  
  
• The campaign also translated into personal intentions with 4 out of 10 smokers saying that they would consider using smoking cessation services as a result of seeing the adverts