< BACK

Branding services on the minds of the community
Michelle Hunt, Tobacco Network Co-ordinator, Ary

Abstract
The vision of the aspiration of smoke free living and the support to live smoke free was at the heart of the development of the branding for the Fresh Air-shire service. The graphics were built around the name of the service ‘Fresh Air-shire’, a play on words, a concept and a vision or aspiration. Blue clouds rather than smoke were used alongside photographs of people living, working and playing within both urban and rural communities.

The Fresh Air-shire Service was launched on the 14th of February 2006 to professionals but it was clearly recognised that marketing to specific communities with the highest smoking prevalence was important. Utilising Locality Profiles, a range of events were organised taking the new service out into communities. The Scottish Household Survey (2002) reveals that East Ayrshire has the highest rates of smoking at 35%, however, estimated prevalence in some areas is over 45%. Within North Ayrshire, estimated smoking in some communities is over 50%. Events were held within local supermarkets, pharmacies, community centres, bingo halls and homeless hostels.

Additionally, advertising on the back of buses and on bus tickets within routes in specific communities of highest smoking prevalence was undertaken. During the first five months of 2006 from January to May, the Fresh Air-shire Service generated 55 articles within the local press at no cost to the service. Only four months after the launch of the service a survey conducted with East Ayrshire Residents demonstrated that 56% of residents were aware of the Fresh Air-shire Service.

One year on, the Fresh Air-shire Service continues to co-ordinate and market services targeting those communities where the need is greatest rather than a blanket approach. Although marketing has been targeted, clients comment that Fresh Air-shire is everywhere, demonstrating that in the minds of the local population that the branding is clearly recognisable. Uptake of group and individual support has been highest in East Ayrshire, closely followed by North Ayrshire indicating that the targeted approach to marketing has in fact been successful.

TOP

Biography
Michelle Hunt is one of two Co-ordinators for NHS Ayrshire & Arran's Fresh Air-shire Smoking Prevention and Cessation Service. The Service has been in place for one year. Michelle has worked within the Health Promotion Team for a number of years and within the topic area of tobacco for five years with a specific interest in smoking prevention and cessation and young people.

Michelle Hunt
Tobacco Network Co-ordinator
Boswell House
10 Arthur Street
AYR
KA7 1QJ

TOP | BACK | INTRODUCTION