South West campaign to halve the number of adults who allow smoking in their home
| Author(s)
Kate Knight, Kate Barrett and Melissa Cullum
| | Presenter(s) |
Kate Knight Head of Social Marketing & Communications, Smokefree South West, Bristol | Abstract Secondhand smoke is still a threat to children’s health as a 2010 survey revealed that 20% of adults in the South West still allow smoking inside their home.
In order to prompt people to change their behaviour, Smokefree South West developed a hard hitting campaign with the aim to halve the number of adults in the South West who allow smoking in their home to 10% by 2015.
The campaign was developed using indepth qualitative research with our target audience.
The most significant finding was that smokers were unaware that harmful residual toxins, such as arsenic, cyanide and carbon monoxide, stay on clothes, fabrics, carpets and surfaces long after the cigarette has been put out. This was powerful ‘new news’ and was the focus of our campaign making it different from other smokefree homes campaigns.
A major strand of the activity focused on engaging key partners such as the fire services and Local Authorities. These groups were vital in disseminating our ‘smoke outside’ message to our target audience. In addition, a public facing multi-media campaign launched on TV, radio, outdoor and online on 23 May.
| Presenter biography Kate Knight has 10 years experience working at a senior level at both the Department of Health and the NHS.
Last year, Kate took up the post of Head of Social Marketing and Communications at Smokefree South West and recently led the development of the first campaign in the UK to target hand rolling tobacco smokers.
| Source of funding: South West PCTs
| Declaration of interest: None
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