Kate Knight Head of Social Marketing & Communications, Smokefree South West, Bristol
Abstract
Since Smokefree South West formed in 2008 there are over 200,000 fewer smokers in the region. In just five years the South West of England now has one of the lowest smoking prevalence in Great Britain.
This has been achieved by a commitment to a strategy that is evidence based, focussed on the particular needs of a region and delivered using a combination of best practice in all disciplines, in particular the collaborative commissioning of mass-media campaigns.
Smokefree South West adds value to its funders by leveraging specialist skills and economies of scale and has added value to extend that available to local teams by:
•Procuring media at a pan regional level at an average discount of 40%. It is estimated that media to the value of £1million is generated for every £600,000 spent.
•Commissioning monitoring tools and fully evaluating all activities.
•Pioneering completely new campaigns to meet the unique challenges of the region.
•Delivering effective PR and earned media to the value of over £1m per annum across the region.
•Procuring internationally renowned specialist marketing services at competitive rates.
This session distills how to harness powerful and effective behavioural change messages through high calibre marketing tailored to population needs.
