Smokers come face to face with dismal future: Poignant South West testimonial campaign
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Author(s)
Kate Knight and Kate Barrett
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| Presenter(s) |
Kate Knight Head of Social Marketing & Communications Organisation: Smokefree South West, Bristol |
Abstract Smokers will come face to face with the dismal future that could await them thanks to a new hard hitting quit campaign.
The campaign, currently being developed by Smokefree South West will give smokers a reason to quit through a series of emotional and frank testimonials.
The adverts, which will launch on TV this year, will demonstrate the devastating health consequences of smoking through poignant real life testimonials of smokers in the last stages of their lives.
The campaign will be part of a multi-strand approach to trigger South West smokers to make a quit attempt.
The Department of Health ran a similar campaign back in 2000 to 2006. This resulted in 50 per cent of smokers claiming to change their smoking behaviour and numbers of smokers trying to stop doubled during the campaign period.
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Presenter biography Kate Knight
Head of Social Marketing and Communications
Kate has10 years’ experience working at a senior level at both the Department of Health and the NHS.
At the Department of Health Kate worked closely with Ministers and Secretaries of State to promote health policy and respond to a stream of negative stories in the national press.
In 2010, Kate took up the post of Head of Social Marketing and Communications at Smokefree South West and led the development of the first campaign in the UK to target hand rolling tobacco smokers.
Kate is currently leading the development of a new testimonial campaign due to launch in 2013.
Kate Barrett
Campaigns and Communications Manager, Smokefree South West
Kate has 10 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 such as the dangers of secondhand smoke and encouraging people to quit with the NHS Stop Smoking Service.
Previously, Kate worked as a Communications Manager at the South West Strategic Health Authority where she handled high profile stories in both national and regional media with a pro-active focus on public health issues.
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Source of funding: 14 Directors of Public Health in the South West
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Declaration of interest: None
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