‘The Flipside’ – reducing smoking prevalence in young people

Author and presenter:
Andrew Head
Regional Tobacco Policy Manager, Department of Health East Midlands, Nottingham, UK

Abstract
An innovative and involved pilot scheme called ‘The Flipside’ launched in the East-Midlands at the beginning of March 2010. The campaign, which already boasts partnerships between practitioners, schools, private organisations and wider youth networks is set to grow over the coming months as members work collaboratively to reduce smoking prevalence in young people aged 11 to 16.

The campaign focuses on five key areas:

• Research, Policy and Advocacy
• Sales and Retail
• Media and Marketing
• Education
• Community Outreach

and will strive to achieve the aims and objectives agreed by members of each individual steering group.

A great deal of evidence is still needed to identify current levels of smoking and the reasons for smoking that do not rely on existing synthetic estimates but with young smokers set to have a huge impact on health in the coming years, there has never been a more important time to assess and address this issue.

The Flipside is already a recognisable brand to many young people in the East Midlands and is on track to become as familiar as other successful youth targeted campaigns such as ‘Talk to Frank’.

For more information please visit www.theflipside.org.uk

Source of funding: Department of Health

Declaration of interest: none