London Smokefree Ramadan Campaign 2009

Author and presenter:
Dominick Nguyen
Regional Communication and Campaigns Manager, Regional Public Health Group for London, UK

Abstract
Lead by Smokefree London, the Smokefree Ramadan 2009 campaign was a partnership between the Department of Health, 15 London PCTs and the British Heart Foundation. It was developed from previous regional campaigns extensive results, which explored the most cost effective mass media channels and recruitment mechanics. It also used the best proven return on investment activity to target the Muslim smoking communities in London. This resulted in using a culturally friendly creative on bus streetliners and radio to increase awareness of the campaign, with an emphasis on SMS as for a call to action.

From heat maps specially generated for each PCT, highlighting local prevalence of Muslim population and local service provisions, the recruitment teams were allocated areas to cover and engage with targeted smokers. Local intelligence helped planning the schedule. The final activity included forty-seven events organized in the 15 participating PCTs. Twelve ethnically diverse Brand Ambassadors, covering 13 languages, were trained to approach and sign up smokers in the street, with an option to walk clients to a local pharmacist for immediate support. This mechanic was proven to be the most effective and very well tested and received by the Londoners.

Declaration of interest: none

About the presenter
Dominick Nguyen has been the Communication and Campaigns Manager for the Regional Tobacco Policy Team for London April 2008. With a background in managing projects around sexual health in France and the UK, he got involved in tobacco control issues when he managed the Stop Smoking Service in Tower Hamlets in 2004. Since, he turned around the Kensington and Chelsea Stop Smoking Service, while working for QUIT and is now part of the Regional Public Group in London, responsible for providing communication and social marketing support to local tobacco control alliances and stop smoking services.