Understanding the barriers to engaging routine and manual workers with the local stop smoking services in Mid Essex
Helen Gray and Carol Ryley
Clare Gosling Local Marketing Manager, Pfizer Ltd
Helen Gray NHS Stop Smoking Support Service Manager Organisation, Central Essex Community Services
This poster focuses on a piece of research commissioned by Pfizer ltd, in association with Mid Essex Stop Smoking Service.
The objective was to gain insight into the world of the routine and manual (R&M) worker, smokers and quitters, in order to inform a strategy to increase engagement of R&M workers with the local stop smoking services. The goal was to increase the overall number of quitters from this group of our local population.
The research, carried out by The Leading Edge, used a qualitative approach involving 10 in-depth 90 minute interviews with R&M workers – 5 of which had attempted to quit without support, and 5 of which who had attempted to quit with the support of the local stop smoking service.
This research has helped us understand what might motivate an R&M worker to quit smoking and how they might approach quitting. It has also helped us understand their perceptions and experience of the local stop smoking service.
Motivators to quit included:
• Shortness of breath
• Children or grandchildren
• Desire to feel better
• Financial pressures
Key barriers to engaging with the local service included
• Strong desire to go it alone
• Lack of awareness of the service
• Misconceptions about what the service is, and offers
• No tangible benefit is perceived
This research has supported the development of a communication strategy which will hopefully help to engage with R&M smokers and attract them into local stop smoking services. With this information we can tailor the service provided to better meet the needs of this population group.
Source of funding: Pfizer Ltd. funded the research and the development of materials for the communications strategy.
Declaration of interest: Clare Gosling is local marketing manager for Pfizer Ltd.