New Year Stop Smoking Campaign - targeting routine and manual workers to quit with local group support
Joy Boyes and Joseph Parkes
Joy Boyes Behaviour Change Intervention Officer, NHS Dudley
Joseph Parkes Stop Smoking Co-ordinator, NHS Dunley
This presentation outlines our New Year marketing campaign, which aimed to encourage routine and manual workers to quit through their local Dudley Stop Smoking group.
To engage with local smokers offering them a ‘friendly face from their local community’ and introducing them to the staff that actually deliver the service.
All our volunteers and paid sessional workers who run our stop smoking groups are successful local quitters themselves. By sharing their experiences and expertise they are the inspiration others need to help them quit.
• All the campaign collateral used images of stop smoking advisors that actually deliver the stop smoking service in Dudley.
• Postcards sent to homes showed the local stop smoking group advisor.
• A marketing mix of:
- 3 Newspaper Wraps
- Advan – Touring the borough
- Radio advert
- Postcards –sent to 20,000 individuals who had previously accessed the service
- GP letters to smokers
A substantial increase of smokers attending local stop smoking groups and also an increase in the number quitting.
This campaign proved to be highly successful in driving our target audience to seek support and encouragement to stop smoking through group support.
Joy Boyes is an experienced communications professional with extensive skills and experience in Event Management, Public Relations, Communications and Social Marketing where high levels of interpersonal, organisational and motivational abilities are paramount. Six years NHS experience spent working within Public Health, three of which were exclusively for Tobacco Control and Smoking Cessation.
Joseph Parkes is a smoking cessation specialist with the Dudley Stop Smoking Service, with specific responsibility for Primary Care, Community Pharmacy and Secondary Care services. With over 30 years NHS service, Joe spent many years as a paramedic before joining the Dudley Stop Smoking Service as its very first advisor when it was set up in 2000.
Source of funding: The funding for the campaign was from the Stop Smoking Service’s budget