1. Effective quitting tools campaign

2. Context
Smoking is the biggest preventable cause of cancer. Whilst smoking rates are falling, 15% of all adults in the UK still smoke
Around half of smokers in England try to quit using willpower alone (least effective method). It’s essential that we educate smokers on the most successful quitting tools available
We wanted to create a campaign with real stand-out that speaks directly smokers, it should cut through in a unique and memorable way

3. Campaign objectives
Our primary objective is to…
Raise awareness of the effectiveness of quitting tools
Our secondary objective is to…
Increase the number of smokers attempting to quit, using these tools

4. 28% of people in Yorkshire and the Humber working in R&M jobs smoke
Targeting
The pilot campaign will run in Yorkshire and the Humber. This region has the highest smoking rates in England (17%) and high levels of deprivation.
The core audience is smokers in routine and manual occupations (R&M) who have a desire to quit
28% of people in Yorkshire and the Humber working in R&M jobs smoke

5. Creative

6. Get past the hard part quicker
Creative Testing
Get past the hard part quicker
DIY Fails
Battle ready

7. DIY Fails – social videos
Click on image to play
Click on image to play

8. DIY Fails – radio LISTEN HERE
We’ve also bought a radio partnership with Heart FM across Yorkshire.
The partnership consists of 30 second ads in a radio presenter voice, plus a competition in which people submit their own DIY fails to be in with a chance of winning a room makeover in their home.

9. GP engagement
GPs in Y&H will be informed of the campaign through Cancer Insight s, the RCGP, paid  and promoted posts on Twitter 
They will be provided with information on effective quitting tools to support their patient conversations
Communications will sign post GPs to the CRUK module on smoking cessation on the RCGP Learning website

10. Evaluating the campaign
Pre and post survey in Y&H and control region
Qualitative evaluation 
Media metrics i.e. video views, landing page visits 
Data from services and GP practices – to discuss!

11. Supporting the campaign
Posters available on the publications website
Approved social media copy and videos available
Providing data i.e. any increase in footfall to services
Sourcing case studies to support the campaign in regional press

12. Thank you