SHS and children campaign overview June 2010

The SHS problem Inhaled side stream smoke is 4x more toxic than mainstream smoke [4] 22% of young people in the UK are exposed to tobacco smoke at home [2] That means the children of smokers ‘smoke’ more than their parents [5], [6] In two smoker households nicotine levels are 21x higher than households with no smokers [1] Children whose parents smoke have 2.9x hair nicotine levels of those whose parents don’t smoke [1] SHS in cars is 23x more toxic than SHS in a house [3],[5] Tobacco smoke contains 4,000 chemicals. 69 of these are carcinogens [3] The smaller the lungs the more dangerous the smoke [4] Sources: 1. Kabir et al Royal College of Physicians Desapriya et al Jarvie & Malone Int. J. Environ. Res. Public Health (2009), 6. tobaccocontrol.bmj.com

What does this mean for the North West? One of the highest prevalence rates of smoking in England [1] Therefore children are more likely to be exposed to SHS 1. Office for National Statistics 2008

Our task Develop a brand and communications campaign to protect children and young people in the North West from exposure to second hand smoke

Social marketing approach Desk research Steering group Service mapping Communications planning Qualitative research Brand development Quantitative research Brief interventions

Who are we talking to?

Audience insights from qualitative research No-one is unaware that smoking is harmful and therefore that smoking around children is harmful to them BUT defences/excuses are built up and there is some lack of awareness around SHS and children Three audience typologies identified Intractable Indifferent Mutable

Lancashire audience breakdown The quantitative benchmarking research has allowed us to quantify these typologies. Mutables and indifferents represent the largest proportion of the typologies in your county. North West overall sample Lancashire sample Mutable and indifferent 74%

What’s the problem and how can we overcome it? They aren’t my children I’m sick of being told off about smoking That’s not me Deliver a benefit not a sacrifice Show an age range of children What do you actually want me to do? Concise call to action Reference TRUE behaviour I’ve heard it all before; it is nothing to do with me Tell them about Invisible Smoke

We must hold up a mirror for our audience: to EDUCATE that current behaviour is NOT protecting children and to clearly SHOW what they should do in order to protect their children in home and car.

What is required? A brand that: Delivers a clear message that says go right outside to smoke, not just on the back step or out of the window Identifies that current behaviour is not enough to protect children from SHS Is memorable, clear, with a concise call to action, similar to.. Taps in to parent’s innate desire to protect their children Appeals to mutable and indifferent groups and whilst not having a huge impact on the intractable audience, it does not turn them off completely

The brand What do I need to do?Take it right outside Why?Because the majority of cigarette smoke is invisible

The elements of the campaign Visibility of SHS issue across the region Community engagement and education across the 24 PCTs Support and further information

TV

Microsite

Roadshow Take the second hand smoke message into the heart of the community Interactive and flexible experience to tour across 24 PCTs –Interrupt, attract, engage, educate Reaches areas with low literacy through face to face contact Focus on areas with naturally occurring high footfall of our target audience (supported with media relations) Allow direct engagement and signposting –Talk through key campaign messages Distribute branded items to drive word of mouth

Community engagement Spreading the message via trained community champions Build campaign awareness in a community, signposting and creating dialogue Supporting the wider campaign and engaging in an informal way Community Champions can effectively work locally to reassure people about taking action Disseminate information and literature through community networks Collateral distributed via street teams or with the support of your own community groups and networks –Utilise existing community relationships

PR Campaign launch scheduled for 3 rd August –Drive media interest, regionally, sub- regionally and locally Maximise press office function and offer support for all partners Engaging media relations to make it harder for our target audience to turn a blind eye to the dangers of second hand smoke Road show media relations activity with local press to drive footfall to roadshows –Support from spokespeople relevant to each area Use celebrities to drive interest with the press Use case studies to nudge people towards behavioural change

Timings Stakeholder engagement JUNE 2010 AUG 2010 AUG 2010 – 2011 ONWARDS AUGUST 2010 ONWARDS Roadshow activity across 24 PCTs TV, text service and microsite Targeted local activity

What does success look like? 22% of all children are exposed to smoke in the home in the NW* Over 310,000 children in the UK are admitted to primary or secondary care each year (RCP, 2010) This costs the NW NHS £3.98m per year* For the campaign to deliver 100% ROI within 12 months (based upon annual costs to state) in the NW we need to convert... *These data assumes that exposure in the NW is the same as exposure in the rest of the country, based upon 11% of ALL children living in NW

The goal 18,090

How we work together to achieve the goal