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Dramatically increasing quitters through social marketing: a practical example
Ben O'Brien, Head of Marketing & Communications, Knowsley Health & Social Care
Abstract
The numbers of people accessing community stop smoking services in Knowsley, Merseyside has risen dramatically since October 2006.
Between October and December 2006 numbers were up 49% on the same period the previous year. In January 2007, an increase of over 150% was achieved compared with the previous January, from 258 to 707 individuals. Quit rates have reached 62% overall.
In early 2006 a smoking prevalence survey in the borough revealed adult smoking rates in some areas of Knowsley to be almost double the national average at 46%, with approaching 70% having smoked at some point in their lives. Health inequality between Knowsley and the rest of the UK in smoking related disease areas reflects this. Whilst service targets were being achieved previously, Knowsley needed to go further, faster in reducing the number of smokers in the borough.
This paper will demonstrate how the systematic application of social marketing concepts and techniques and a unique partnership between Knowsley Primary Care Trust, Knowsley Council and the Roy Castle FagEnds stop smoking service is succeeding in attracting significantly more smokers in to community stop smoking services and increasing both the numbers quitting and quit rates.
In particular it will give practical and theoretical insight to commissioners and practitioners as to how investing in understanding smokers’ behaviours, attitudes, beliefs, motivations and environment and putting that insight at the centre of developing and implementing an integrated service and promotional approach can deliver significantly improved performance.
Biography
Ben O'Brien is Head of Marketing & Communications at Knowsley Health & Social Care, a partnership between Knowsley PCT and Knowsley Council's Directorate of Health & Social Care, and an Associate at the National Social Marketing Centre.
Christine Owens is Head of Tobacco Control at the Roy Castle Lung Cancer Foundation.
Ben O'Brien
Head of Marketing & Communications
Knowsley Health & Social Care
Nutgrove Villa, Westmorland Road, Huyton
Knowsley
L36 6GA
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