Stoptober - NHS. Great comms campaigns I wish I'd done seminar, 18 June 2014

The NSMC Why I learnt to love Stoptober

June 2014

REDUCE PREVALENCE FROM 20% TO 18.5%

TRIGGER POPULATION LEVEL QUIT ATTEMPTS

CREATE A NEW ANNUAL ‘HOOK’ IN THE AUTUMN

REFRAME QUITTING AS A POSITIVE ACTION

Why did we need Stoptober?Why did we need Stoptober?

SUPPORTGive people the means to

change

DESIGNChange the physical context

INFORM/EDUCATEProvide information

CONTROLIncentivise/Disincentivise

Communications as part of marketing

Reduced barriers to entry – stop for 28 days

Social proof/norming – everybody is doing it

Gave people a reason to do it NOW

Chunk it down with day by day support

Loads of free stuff to help

5 times more likely

A new reason to believe – make it to 28 days and you are 5x more likely to stop for good

The Power of Partnerships

• Across the country local authorities and Stop Smoking Services engaged to make Stoptober bigger and better

• Over 100 individual, local marketing plans are being submitted for each area

• 100% coverage nationwide; plus more depth of engagement than 2012• Working with LSSS and regional tobacco networks to ‘join up’

• Across the country local authorities and Stop Smoking Services engaged to make Stoptober bigger and better

• Over 100 individual, local marketing plans are being submitted for each area

• 100% coverage nationwide; plus more depth of engagement than 2012• Working with LSSS and regional tobacco networks to ‘join up’

Harnessing the power of digital media2012 2013

Live Twitter Q&A sessionsDaily messages of support

Celebrity support and endorsement

People created video blogs of their journey

Peer to peer support

Evolving the campaign

Year 1

•Excitement of something ‘new’

Year 2

•Proven success ‘Join the 160,000 people who quit last Stoptober’•New and improved products•10,000 more people signed up to stop on 1st October

Year 3 •New twist

Thank you

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