Beat the boss – senior managers in marketing stop smoking services

Authors and presenters:
Angela Longworth
Stop Smoking Service Coordinator

Tracy Murdoch
Clinical Coordinator, NHS Central Lancashire, Preston, UK

Abstract
NHS Central Lancashire Stop Smoking Service used the senior management team in 2008/2009 to raise the profile of the service through quarter 4. The managers were used to raise referrals on No Smoking Day. This year the challenge was raised and the service produced a workshop for the management team to become involved in the creative aspect of marketing planning for quarter 4. The managers worked with service data and used the findings from a health equity audit to produce a campaign. They were shown our newly produced ‘Road to Success’ marketing campaign designed in partnership with Pfizer and Gingernut Creative. They had to predict referrals and conversion to quit and this task was repeated by the wider service staff. The Chief Operating Officer assumed role of Sir Alan Sugar and supported by service staff selected the winning concept. This was an On The Road campaign which made use of community equipment stores vans to display the service 0800 telephone number. The staff produced a scratch card – ‘Scratch the Habit’ which has been used widely at marketing events and multiple community venues. This was supported by a communications campaign including multiple press, radio and big event marketing work.

Source of funding: NHS

Declaration of interest: none