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No Smoking Day at 25 years: measuring impact and awareness
Dan Tickle, Chief Executive, No Smoking Day, London, UK
Abstract
No Smoking Day is an annual day in the UK dedicated to helping people who want to stop smoking. It is organised by a charity of the same name and uses local partnerships, events and media coverage to trigger quit attempts.
The charity commissions GfK NOP to conduct annual research to measure impact and awareness of the Day.
The 25th No Smoking Day was held on 12 March 2008. Post-campaign research shows: 50% of the UK population were aware of No Smoking Day, rising to 59% of smokers; of those smokers aware of No Smoking Day, 20% made a quit attempt (the highest percentage participation since comparable annual research began in 1988); of those smokers aware of No Smoking Day, 58% made a positive step on the Day towards quitting (including cutting down, seeking advice, quitting for all/part of the Day, or thinking about/planning a quit attempt).
Additionally, in 2007 GfK NOP conducted a survey of 5,069 smokers and recent ex-smokers to measure impact three months after the Day. The research showed that 0.4% of all UK smokers were still not smoking, or still smoking less, three months after quitting on the Day.
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