Could any men over the age of 53 please stand up

2. Could any men over the age of 53 please stand up Could anyone who has a close family member who is male and over the age of 53 please stand up Could anyone who has a close friend or neighbour who is male and over the age of 53 please stand up

3. Male life expectancy in the Calton district of Glasgow is under 54 years. Ten miles up the road its 82 Half of that 28 year disparity in life expectancy is attributable to smoking (the other half is also down to lifestyle) We have work to do

4. Bad News

5. Good News • We are winning the fight against tobacco • In Australia where it has been predicted that they will be tobacco-free by 2030 • “making the UK tobacco free by 2035”(BMA 2008) • “it is realistic to aspire …to eradicate smoking in all but the most difficult subgroups by around 2025”(UKCTCS 2008) And they are right…

6. how low can we go? • Fewer than 2% of doctors smoke • no one is going to convince me that factory workers, tailors, miners, nurses, the unemployed are any less capable • just need the right support and norms • we’ve yet to reach the ‘hard core’ • “we find little evidence that the population of smokers as a whole is hardening. Cessation rates have not decreased”(Warner and Burns 2005)

7. Its time to plan the endgame • Where can we look for ideas? • Who has managed to reach and influence the folk in Calton?

9. It’s the marketers who have influenced their key health behaviours: • their drinking (JPHP 2005) • their diet (WHO, 2006) • their smoking (Cochrane Collaboration, 2004)

10. Its time to plan the endgame • Where can we look for ideas? • Who has managed to reach and influence the folk in Calton? • Marketing and cessation services

11. ISMInstituteforSocial Marketing The marketing of cessation services BASSP Manchester October 2008

12. Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: reaching out • Resources • Conclusions

13. Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: reaching out • Resources • Conclusions  Tobaccofree by 2025

14. Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: reaching out • Resources • Conclusions

15. Basic principles of Marketing In the past: • Selling what you could produce • All customers are the same: “any colour you want as long as it’s black”(Henry Ford)  targets & high pressure selling • Success judged by throughput and sales graphs • Bench mark was the transaction

16. Basic principles of Marketing Now: • Produce what you can sell (our needs) • Seduction not forcing • All customers are different: segmentation and targeting; customised offerings • Success judged by customer satisfaction • Bench mark is the relationship

17. Basic principles of Marketing Satisfaction and Relationships • Each “Delighted” Customer: • Tells 4 People • Each Dissatisfied Customer: • Tells 10 people SCS successful low income quitters (c4000 per year) will be doing this; we should harness it • Each Satisfied Customer: • Tells No-one Source: Doyle P (2002)

18. Basic principles of Marketing • Marketing focuses on voluntary behaviour change • Marketers can get us to do things, but only by responding to our needs • Therefore we become the ultimate arbiter of quality… • …for both the product & the process of buying it • Consider the driving school…

19. What Would Marketing Say About This? You - the trainee driver – want access to technical know-how, highly trained instructors who are carefully monitored. And they are the experts. But ultimately only you, the trainee driver, know if you are happy with the service you are getting and therefore prepared to go on buying (using it). Ultimately its your driving, your behaviour - not their’s. And your need is for a license, not lessons Likewise with the smoker – and they are just as free to choose

20. Tobaccofree by 2025 Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: branding • Resources • Conclusions

21. Comprehensive strategy • Prevention (population level) • Quitting (population level)

22. Quitting • As Zhu* proved in his WCOTH presentation, it is quit attempts that matter • Chinese ex-smokers: 11.5% in China; 52.5% in California Culturally identical Minimal use of any cessation support *http://www.2006conferences.org/WCTOHPresent/main.html

23. Quitting • As Zhu* proved in his WCOTH presentation, it is quit attempts that matter • Chinese ex-smokers: 11.5% in China; 52.5% in California – virtually all attributable to the proportion trying to give up (10% v 60%) • A key aim is to encourage people to try and quit, and make them feel able to succeed *http://www.2006conferences.org/WCTOHPresent/main.html

24. Comprehensive strategy • Prevention (population level) • Quitting (population level) • Policy • Services

25. Cessation Services • Marketing is about need fulfilment and customer satisfaction

26. I just feel I can walk up hill without going (sigh). That’s a week stopped and I can walk up that hill which I do every day collecting the children. I feel the benefit right away without a doubt (Low Income) Yes, but what I really got out of that was the sense of achievement. Robert (son) said ‘I cannot believe it Mum, it’s excellent’ (Low Income) Well I feel healthier - I’m not wheezing anymore and I actually want to start exercising this weekend (Prisoner) I’ve decided to use my tobacco money to buy meself a pair of trainers then do some jogging and stuff like that … Whereas before it would have took me much longer to save up for a pair of trainers, because that £10 a week, or thereabouts, y’know, was being spent on tobacco (Prisoner) You feel a difference in your health but you feel a lot better about yourself (Prisoner) It does feel good being yourself. And it gets that easy – you get the people asking you, ‘Ah do you want a cigarette?’ ‘Nah I’m a non-smoker’, just saying that….Big cheesy grin, y’know what I mean? (Prisoner) No more bad chest, feel fitter, more money to spend on myself. I feel good about this achievement (Prisoner)

27. Yes, but what I really got out of that was the sense of achievement. Robert (son) said ‘I cannot believe it Mum, it’s excellent’ (Low Income) You feel a difference in your health but you feel a lot better about yourself (Prisoner)

28. Cessation Services • Marketing is about need fulfilment and customer satisfaction: you are the ultimate marketers

29. Cessation Services • Marketing is about need fulfilment and customer satisfaction: you are the ultimate marketers • You are the human face, the frontline of tobacco control: • You can reach out to smokers – even the poorest • You can also reach stakeholders: health service, but also beyond..

30. this as an opportunity Alan Carr book: free with every copy of the Independent

31. Cessation Services • Marketing is about need fulfilment and customer satisfaction • You are the human face, the frontline of tobacco control • Without you tobacco control is remote and unresponsive; with you it can become a friend and confidante • Even for those who don’t use the service you can be a reassuring and symbolic presence – like Childline to non-parents. Part of the national move away from tobacco.

32. Tobaccofree by 2025 Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: reaching out • Resources • Conclusions

33. The nub: branding Tobacco control needs to transform itself into a publicly recognised movement towards a tobacco free UK A brand that can compete with Marlboro and Mayfair A brand: recognition, promise, delivery Cessation services are the delivery

34. Tobaccofree by 2025 Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: reaching out • Resources • Conclusions

35. Funding • Blinded fund from the tobacco industry linked to youth smoking • Voluntary fund from retailers; if they can’t give up selling tobacco let the profits from it do some good: eg the Co-op

36. In 2000 the Heart of England Co-op agreed to donate its profits from tobacco to charity That’s £500,000 so far The East of England Co-op has now joined, doubling the amount If the whole Co-op movement did, it would generate £7m

37. Funding • Blinded fund from the tobacco industry linked to youth smoking • Voluntary fund from retailers; if they can’t give up selling tobacco let the profits from it do some good • Additional symbolic benefit: profiting from tobacco is no longer socially acceptable

38. Tobaccofree by 2025 Structure Marketing: • Strategic goals • Basic principles • Comprehensive strategy • The nub: reaching out • Resources • Conclusions

39. Final thoughts I have set us ambitious goals The elimination of tobacco in 15 years Fundamental change in social norms Only scratched the surface as to how But it can be done: we have to start believing it, planning it and talking about it…

40. Final thoughts …and recognising that the cessation services – you – have a key symbolic and practical role to play and when you have cracked smoking you can lead the charge on other lifestyle illnesses – especially obesity