1. The SmokeFree Formula: a new book 1 The SmokeFree Formula Launch date December 2013

2. A new book for smokers on how to stop Most smokers want to stop but do not know the best ways of doing it There are a few very popular self-help guides; these put forward a particular method which is not evidence-based (e.g. Allan Carr’s Easy Way) There is a need for a book will can act as the trusted source for smokers on how best to stop The book must communicate the science of stopping smoking to the widest possible readership in a way that is engaging and accessible 2 written with Chris Smyth (The Times) with help from Jamie West

3. The SmokeFree Formula A self-help guide with a difference: it tells the truth and helps smokers make the truth work for them The secret of lasting success is: 1.keep trying - each attempt is another roll of the dice and a success, however small 2.with every quit attempt give yourself the best possible chance by using the latest scientific findings and your own experience With every quit attempt, pick from a list of ‘ingredients’ in TFF to create your own ‘formula’ 3

4. How TSF works TSF is designed to be a smoker’s companion with every quit attempt s/he makes TSF lists 30+ ingredients and summarises the scientific evidence for each one *** Good evidence from randomised controlled trials ** Some evidence from a variety of different studies * Not very good evidence but might work TSF shows readers how to build their formula for each quit attempt and then put it into effect 4

5. Structure of The SmokeFree Formula Part 1: Read this first Part 2: Shelves of ingredients Part 3: The QuickStop guide Part 4: Special kinds of smoker Extras 5

6. Part 1: Read this first How to use TSF Understanding why you smoke and why it’s hard to stop How other people have stopped How to know what works in stopping smoking 6

7. Part 2: Shelves of ingredients Shelf 1: Personal advice and support Shelf 2: Automated support Shelf 3: Nicotine products Shelf 4: Stop-smoking medicines Shelf 5: Your approach Shelf 6: Staying strong Shelf 7: Avoiding temptation Shelf 8: Dealing with temptation Shelf 9: If you slip up 7

8. Shelf 1: Personal advice and support 8 Let’s start with this shelf because whatever you choose here will influence everything else you do. About 10% of smokers in countries where it is available use professional help with stopping but many more could definitely benefit from it. At this quit attempt I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.see a stop smoking advisor (see page xxx) ***  2.use a telephone helpline (see page xxx) ** 

9. Shelf 2: Automated support and self-help materials 9 There are dozens of free websites, and smartphone apps available for you to use. And there may be a text messaging service available. And you can always get hold of free stop-smoking booklets or buy another stop smoking book. At this quit attempt I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.use a text messaging service (see page xxx) **  2.use a stop smoking website (see page xxx) **  3.use another stop smoking book (see page xxx) **  4.use a stop smoking smartphone app (see page xxx) * 

10. Shelf 3: Nicotine products 10 There are lots of nicotine products available to buy or get from your doctor. They are safe and when used properly can really help you stop smoking. You can use them for as long as you like without fear of harm and use as much as you find necessary. At this quit attempt I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.use one or more licensed nicotine products, e.g. skin patch (see page xxx) ***  2.use an electronic cigarette (see page xxx) ** 

11. Shelf 4: Stop smoking medicines 11 There are several pills you can take which are safe and can really help you stop smoking if you taker them as directed. You will generally need a prescription from your doctor to get these but you might be able to get them from a nurse or pharmacist. At this quit attempt I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.use varenicline (Champix) (see page xxx) ***  2.use bupropion (Zyban) (see page xxx) ***  3.use cytisine (Tabex) (see page xxx) *** 

12. Shelf 5: Your approach 12 Now let’s look at how you are going to approach this quit attempt. There are several of options, some of them with stronger evidence behind them than others. Any one of them might help so choose whatever you think will work best for you. I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.stop abruptly rather than cut down gradually (see page xxx) ***  2.take ‘smoker’ out of my identity (see page xxx) **  3.take it one day at a time (see page xxx) * 

13. Shelf 6: Staying strong 13 There will almost certainly be moments of weakness. This shelf contains ingredients that you can set up in advance to strengthen your resolve. I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.plan things to keep busy (see page xxx) **  2.tell other people about the quit attempt (see page xxx) *  3.count the money being saved (see page xxx) *  4.quit with friends or family (see page xxx) * 

14. Shelf 7: Avoiding temptation 14 Prevention is better than cure and it makes sense to do what you can to avoid situations that will test your resolve. This shelf contains ingredients that might help you do that. I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.change the daily routine (see page xxx) **  2.try to avoid smokers for a while (see page xxx) *  3.avoid alcohol for a while (see page xxx) **  4.go to bed early (see page xxx) **  5.get rid of all remaining cigarettes (see page xxx) * 

15. Shelf 8: Dealing with temptation 15 There will be many times when you are sorely tempted to smoke. You have to do whatever it takes to avoid giving in. There are a lot of things you can try, some with quite good evidence behind them. I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.get active (see page xxx) **  2.do ‘isometric’ exercises (tensing muscles) (see page xxx) **  3.chew glucose tablets (see page xxx) **  4.do mental exercises (see page xxx) **  5.do breathing exercises to control the smoking urges (see page xxx) **  6.eat healthy snacks (see page xxx) * 

16. Shelf 9: If you should slip 16 If you slip up and smoke a cigarette, or perhaps a few, here are some ingredients to help get you back on the path to being smoke- free. I will … Put a tick beside the ingredients you will have in your formula - use as many or as few as your like 1.take a break (see page xxx) **  2.intensify (see page xxx) **  3.change tack (see page xxx) * 

17. Part 3: The QuickStop guide 17

18. 18 Ready Steady Stop Go through all the shelves and pick your ingredients Decide on your personal ‘quit smoking rule’ Make sure you are ready for the big day Apply the rule and do whatever it takes to stick to it using the ingredients How to use the SmokeFree Formula

19. 19 PRIME Theory: the structure of human motivation www.primetheory.com I will not smoke Smoking is bad for me Need a cigarette Urge to smoke

20. 20 PRIME Theory: the structure of human motivation www.primetheory.com Resolve Urges

21. 21 Resolve versus urges Desire not to smoke arising from non- smoking rule + ability to inhibit smoking Desire not to smoke arising from non- smoking rule + ability to inhibit smoking Desire to smoke arising from ‘nicotine hunger’, unpleasant withdrawal symptoms, anticipated pleasure + Cue-driven impulse to smoke Desire to smoke arising from ‘nicotine hunger’, unpleasant withdrawal symptoms, anticipated pleasure + Cue-driven impulse to smoke Resolve Urges

22. 22 The battle over time between resolve and urge to smoke Urge to smoke Time When the urge is stronger than resolve and cigarettes are available, a lapse will occur Resolve Strength of urge

23. 23 The role of treatment is to keep these lines as far apart as possible Urge to smoke Time Resolve Strength of urge

24. PRIME Theory 24 West 2005 Theory of Addiction To stay off cigarettes the resolve not to smoke must remain higher than the impulse to smoke at all times when a cigarette is available

25. The moment to moment conflict 25

26. Shelves 1 and 2 26 1: Personal advice 2: Automated support

27. Shelves 3 and 4 27 3: Nicotine products 4: Medicines

28. Shelves 5 and 6 28 5: The approach 6: Staying strong

29. Shelves 7 and 8 29 7: Avoiding temptation 8: Dealing with temptation

30. Shelf 9 30 9: If you slip up

31. Style Personal and informal Anecdotes and humour Use of ex-smokers’ stories and quotes 31

32. TSF Website Readers input –information about themselves –each formula and how well it worked –comment on ingredients –suggestions for new ingredients The website provides –a real time update on the success of each ingredient, globally and according to different smokers types –rolling commentaries on each ingredient –popularity of new ingredients 32

33. Conclusions The SmokeFree Formula aims to bring the science of smoking cessation to smokers in a way that is engaging and motivational provide a trusted companion with every quit attempt start a movement leading to a vast global database of methods of stopping and their effectiveness, tailored to smoker types... and to be a useful adjunct to health professional advice 33 It will be Published by Orion books in December 2013 with a Dutch edition