Effectiveness of a targeted approach to smokefree homes
Julie Greenwood New Leaf team manager, Nottingham CityCare Partnership
The presentation will discuss how the Nottingham city smokefree homes campaign adopted an innovative approach to re-design the project targeting specific groups of the population which resulted in increased numbers of people making a smokefree homes promise and changes in their smoking behaviour.
Redesign of the SFH campaign involved:
Formulation of a smokefree homes and project team re-brand steering group – including input from a marketing consultant in the pharmaceutical industry, Nottingham university and UK centre for tobacco control
Evaluation of comments from service users of previous campaign
Move to target 3 segments of the population – Children, Long term conditions and other ( people trying to stop smoking etc, ex-smokers, etc)
Working with a media design company – produced 3 separate promise cards
Concept testing of re-brand materials with health professionals and service users
Recruitment of project workers
Self referral via free phone & SMS
PR event with extensive media coverage to launch project
Increase in referrals and promises made following re-design and upscale of project
Julie Greenwood is a registered general nurse who has worked in the field of smoking cessation for the past 8 years. Currently managing a stop smoking service.
Source of funding: Nottingham Citycare Partnership