Andy Lloyd Media, Communications and Social Marketing Manager, Fresh - Smoke Free North East, Durham
Abstract
Fresh - Smoke Free North East is an award winning comprehensive tobacco control programme. One of our key roles is to keep the harm of smoking and benefits of quitting directly in the public eye to raise motivation to quit.
News media is known to exert a strong influence on tobacco use. Not only does it reach individuals, but also it sets the agenda for discussion within families, work and communities. Earned media can also complement and add reach and impact to paid for campaigns.
We have a year-round programme of proactive media relations to gain media coverage, supplying articles for press, online, radio and TV as well as partner communications channels, with stories about quitting smoking.
At a time when many people complain it is hard to get the media interested against other competing health priorities, Fresh has targeted media with real people’s stories, statistics, developing news angles around campaigns and piggybacking onto breaking national and international tobacco related news to set the news agenda, with recent pieces on Sky national news and The One Show, and using a range of local spokespeople.
This has enabled us to maintain media coverage averaging around 400 pieces worth around £1 million in equal advertising value, proving a significant return on investment. We would like to share examples of how we have continued to set the media agenda and avoid "tobacco fatigue".
Source of funding: Directly to be billed from Fresh (NHS Foundation Trust)
