Effectiveness of collaboratively commissioned mass-media campaign

1. Effectiveness of collaboratively commissioned mass-media campaign Kate Knight Head of Communications and Social Marketing Smokefree South West

2. Smokefree South West • Smokefree South West launched March 2009: Specialist programme to drive and coordinate action to tackle tobacco • Funding: All Directors of Public Health collaborate to commission a large scale programme to tackle tobacco related harm • Maximise impact through high quality social marketing and effective advocacy

3. We deliver: • Cost effective campaigns; expertly designed, procured and evaluated to deliver integrated mass media campaigns & public relations • Advocacy around strong evidence to influence key legislative and policy decision making to benefit the population of South West

4. Mass media campaigns Evidence base shows that no other medium is so effective in creating awareness and communicating health information as mass media: We gain economies of scale by buying across the region – up to 40% savings - messages are consistent

5. Advantages and challenges of a regional approach • Media buy – savings of up to 40% • Economies of scale in commissioning research and evaluation • Consistency of approach and message • Stakeholder communication • Proportionality • Balance between delivery and local ownership • The tobacco industry

6. Case Studies • Hand-rolling tobacco • Smokefree Homes

7. The Problem • One in five all South West smokers smoke in their home • All of them know that it is dangerous, but still a barrier to change • Too many local initiatives, too little evaluation

8. Smokefree Homes – the objective • A big problem - 22% of South West adults smoke in the home. • Ambitious target to halve the number of adults in the South West region who allow smoking in their home by 2015. That means changing the behaviour of over 400,000 adults.

9. Researching the campaign • Findings from the focus groups revealed that smokers continue to smoke in their home for 4 key reasons: • It’s convenient – kitchen seen as outside the home • Relaxing – a reward once kids in bed • Out of habit/laziness • Weather/climate • Our research showed that the target audience need to be given hard facts on WHY TO CHANGE and a clear and easy suggestion on HOW TO CHANGE

10. Researching the campaign

11. Smoke Outside TV Ad

12. Campaign Materials – print and TV Branded fire engines in Cornwall

13. Graph 1 shows the drop in numbers of people allowing smoking in the home in the South West since the campaign launch and with each campaign burst. Source: You Gov 2010 - 2013

14. Numbers of adults in the South West allowing smoking in the home has dropped by more than a third (40%) from 968,000 people in 2011, to 572,000 people in 2013 (Census data 2011). So an estimated 396,000 more adults (plus their unknown number of children) now live in a home that does not allow smoking indoors (Census data 2011). Continue this progress over the next year

15. Tacking the High use of hand-Rolling Tobacco in the South West

16. The Problem • Up to 60% of South West smokers smoke ‘rollies’ • Half of all of it is illegal • Hand-Rolling tobacco smokers don’t perceive them-selves as ‘real’ smokers

17. Hand Rolling Tobacco – key findings from qualitative research • Most prefer hand rolling tobacco and believe it to be less harmful than manufactured cigarettes. • HRT is more associated with stress relief than manufactured cigs. • Seen as organic and from a more natural source. • 'Rolling up' is considered a real art form and skill and rite of passage. • The rising real cost of manufactured cigarettes and increased availability of illicit products has fuelled increased usage of hand rolling tobacco.

18. Four key benefits plus the rolling ritual It’s purer than cigarettes – cigarettes have got sulphur and twigs and stuff in – roll-ups just burn out unlike cigarettes It’s a cleaner and smoother smoke than cigarettes - cigarettes are stronger and give you a bigger hit There’s no chemicals in it– you don’t get a bad chest smoking tobacco It’s not as harsh smoking baccy, your throat doesn’t hurt afterwards My partner is not so worried that I smoke baccy as it doesn’t smell like cigarettes I like the fact that I’m in control of the amount of tobacco I smoke.... In the morning I roll an extra big one because that’s when I need to wake up, but sometimes if I’m not feeling well and I have sore throat, I’ll roll a smaller one They smell sweeter and the smoke doesn’t linger in the same way – fresh baccy smells nicer You also get less ash when smoking rollies

19. Hand Rolling Tobacco – objective • The objective of the campaign was to prompt 40% of HRT smokers in the SW region (114,000 of the 285,000 users) to make a quit attempt. • Reposition HRT as a dangerous substance and challenge the beliefs that it is healthier than manufactured cigarettes.

20. Vox Pops

21. TV Ad

22. Hand Rolling Tobacco – findings from focus groups

25. Evaluation

26. Interestingly, 79% spontaneous awareness of anti-smoking advertising is the highest figure recorded since the last airing of the HRT campaign in Q4 ‘11/’12. Where Seen Advertising About Stopping Smoking in Last 3 Months (Spontaneous) (HRT) (HRT) Map awareness against timing of HRT Any Ad (HRT) TV Ad

27. Motivation to quit is also increasing… HRT

28. Thanks very much Kate Knight