Smokefree South West - Be There Tomorrow
| Author(s)
Kate Knight, Laura Ridout and Andrea Dickens
| | Presenter(s) |
Kate Knight Deputy Director, Smokefree South West, Bristol |
Laura Ridout Stakeholder Engagement & Development Manager, Smokefree South West, Bristol | Abstract Be There Tomorrow – A campaign that changed the behaviour of 125,000 smokers in the South West
Be There Tomorrow, a campaign, developed by Smokefree South West highlights the stark truth that 1 in 2 smokers will die early from their habit.
The aim? To shock smokers and trigger them to stop, think and make a positive step towards quitting, for themselves and for their loved ones.
Be There Tomorrow delivered significant shifts in awareness of the dangers of tobacco among smokers and non-smokers in the South West, with 215,000 more people now aware that smoking kills half of all smokers early.
The campaign, which focuses on the emotional consequences of smoking, was tactically launched directly after Public Health England’s new health harms campaign which highlighted the physical harm of smoking. Evidence suggests that running these two types of campaigns closely together, stimulates mass population quit attempts.
TV, radio, online and outdoor advertising were used to reach the masses resulting in 480,000 smokers recalling the campaign. 1 in 3 smokers among our key target audience of smokers with young families took a positive step towards quitting.
The second burst of the campaign is currently live and we are awaiting the results.
| Presenter biography Kate has over 10 years experience working at a senior level at both the Department of Health and the NHS.
In 2010, Kate took up the post of Head of Social Marketing and Communications at Smokefree South West and led the development of the first campaign in the UK to target hand rolling tobacco smokers.
Now Deputy Director (Marketing), Kate has recently led on a number of high profile projects including smokefree Millennium Square in Bristol, the first outdoor open space in the UK to have a voluntary smoking ban, and the standardisation of tobacco packaging.
| Source of funding: Local Authorities
| Declaration of interest: None
| | |
|
