The toxic truth about smoking in the home – positive phase 2 results from the South West campaign
Kate Knight and Kate Barrett
Kate Knight Head of Social Marketing & Communications, Smokefree South West, Bristol
Kate Barrett Campaign Manager, Smokefree South West, Bristol
To prompt people to take their cigarette smoke right outside, Smokefree South West launched a regional campaign in May 2011 on TV, radio and online. Materials were also distributed within communities by Heath Visitors and Fire Officers.
The campaign takes a different approach to focus on the news that ‘poisonous toxins linger in the home long after a cigarette has been extinguished’.
To reinforce core messages the campaign was repeated in Autumn 2011 and will run again in Summer 2012.
Campaign evaluation demonstrates positive trends:
- 29% of smokers claim to have changed their smoking behaviour as a result of the campaign – that’s an estimated 180,000 people.
- 50% of smokers are now claiming ‘I never smoke inside my home’ - up from 42% before the campaign was launched. (Source: LVQ research)
Key learnings include:
- The benefit of reinforcing a campaign in a short time period: evidence showed that verified advertising awareness increased from
48% of smokers after the first burst to 60% after the second burst.
- The impact of TV as a medium: 53% of the 60% awareness came from TV advertising.
- The added power of grassroots support (whether through Fire or indeed Stop Smoking services).
Kate Knight has 11 years experience working at a senior level at both the Department of Health and the NHS.
In Kate’s current post, she recently led the development of the first campaign in the UK to target hand rolling tobacco smokers.
Kate Barrett has 8 years’ experience working in various communication roles in both the private and public sector.
In her current role Kate is responsible for developing and implementing high profile multi-media campaigns around key tobacco control issues.