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Using football to encourage the uptake of stop smoking services in socially deprived areas
Helen Deaton, Stop Smoking Service Programme Manager,
Greenwich PCT, London, UK
Abstract
Objective:
To establish new stop smoking services (SSS) for residents from socially deprived areas in Greenwich based at Charlton Athletic Football Ground via publicity campaigns using the Charlton Athletic brand to incentivise engagement with the service and quitting smoking.
Aims:
Raise awareness of the importance of quitting smoking; the availability of the stop smoking service amongst NR residents. Promote the SSS based at Charlton FC; provide incentives to encourage smokers to join and complete SSS groups or seek 1:1 stop smoking advice.
Target population:
Greenwich residents located in socially deprived neighbourhood renewal (NR) priority areas.
Main outcome measure:
Compare uptake of SSS groups at Charlton compared to existing groups that take place at the Queen Elizabeth Hospital (QE).
Results:
Results from five Charlton and QE SSS groups which ran from January December 2007 were compared. More NR residents joined the Charlton groups than the QE groups, 17 NR Residents vs. 4. 14 of the 17 (82%) Charlton group NR residents were 4-week quitters, 4 of the 4 QE group NR residents were 4 quitters. Charlton groups had a greater number of clients than QE groups of which the majority were male.
Conclusions:
This innovative project demonstrates how health and football professionals can successfully work together in local communities to promote healthy living.
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About the presenter
About the presenter: Helen Deaton is the Greenwich Stop Smoking Service Programme Manager. The service provides: 1:1 and group support, dedicated home visits for pregnant women, support in-house smoking cessation support for work places; training for front line staff and support for young people who smoke.
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