tuesday 12th july 2016 · land message that stoptober is back because it works and that it is here...

Tuesday 12th July 2016

PARTNER WEBINAR UPDATE

AGENDA

• Stoptober 2015 – key achievements

• Local authority activity from last year – new case studies out today

• Changes for this year’s campaign

• 2016 campaign ambition and asks

• How we will drive greater participation

• Partnerships overview

• Media strategy

• PR overview

• Resources – toolkit pre-orders open tomorrow afternoon

• Questions

16%

8% 80%

The percentage of

all smokers who

reported making a

Stoptober quit

attempt

The percentage of

all smokers went

on to report that

they made a

sustained quit

attempt

The percentage of

people aware of

the Stoptober

brand, indicating

awareness

remains high

Stoptober is back for it’s fifth year

2015 campaign achievements:

Thank you for your support in 2015

We saw fantastic local authority activity last year …

New case studies published from 2015 campaign

Changes for this year’s campaign

• Significant reduction in budget – much

less than 2015 campaign budget

(which was less than 2014).

• Integration with the One You brand –

working through the guidelines

currently.

• Move to focus on participation, as

opposed to registration to reflect

market changes. Opportunities for

partners to direct to their own services

and support offer.

2016 CAMPAIGN AMBITION AND ASKS

Our ambition

Use Stoptober to inspire and engage as many smokers as

possible to make a quit attempt (however they wish) from 1

October and maintain it for 28 days

INSIGHTS AND STRATEGIC DIRECTION

Driving sign ups

rather than

encouraging

general quitting is

not reflective of the

market

Future proof Stoptober

by re-adjusting the

campaign focus to

consumer needs

rather than PHE

needs.

INSIGHT Strategy

To futureproof Stoptober, we need to reframe the approach in

line with behaviour

ONE ACTION

MULTIPLE CHOICES

REGISTER AT STOPTOBER WEBSITE

GO TO STOPTOBER WEBPAGE TO SEE HOW YOU CAN JOIN IN

FROM

Campaign delivery

TO

DRIVING GREATER PARTICIPATION

WHAT DO WE MEAN BY PARTICIPATION?

• END POINT HERE IS THAT STOPTOBER WORKS, WE NEED TO USE THE LANGAUAGE OF SUCCESS

Clear Framework:

• Start 1 October

• 28 Days

• Community/Mass

participation

• Stoptober support tools

• LSSS

• NRT

• Medicine

• E-Cigs

• Pharmacist

• Other

The consistent

thread of

Stoptober

Inclusive of all

recommended

support for

2016

MOTIVATING PARTICIPATION

ANNOUNCE TRIGGER INTENT SUPPORT

Stimulate interest in

quitting by showing the

truths about smoking and

show how Stoptober can

help you quit.

Reinforce credibility of

Stoptober and create

intention to participate.

Land message that

Stoptober is back

because it works and

that it is here to help

thousands of smokers

quit this October.

Galvanize interest in

participating through

engagement with

content, quitting aids,

social media and real life

stories.

Encouraging people to

search Stoptober to join

in.

Maintain interest

through the Stoptober

community and engaging

content relevant to the

customer experience of

quitting

Ensure participants stay

quit for 28 days

ACTIVATE

Create sense of mass

participation through

PR, social media and

partnerships on 1st

October

Remind consumers and

participants that

Stoptober is beginning

and get ready to start

their quit

PARTNERSHIPS

STOPTOBER PARTNERS 2016

The biggest online and offline Stoptober

community ever

Driving participation and take up of support

Pharm

acy

Pharm

aceutical m

anufa

ctu

rers

Visibility and scale + Inspiration and innovation

Em

plo

yers

Weig

ht lo

ss g

roups

Local A

uth

orities

Health W

ork

forc

e

NG

O a

nd c

harity

Dentists

& O

pticia

ns

Local authorities and LSSS

Sustain and build on existing local enthusiasm, focus on co-

creation for printed, digital and social media resources

Scale and visibility

Scale and visibility

Pharmacies

A pharmacist led, mass call to arms.

Support on every high street, mobile and tablet.

Inspiration and innovation

Employers

A nationwide employee community of mutual support making the

smoke free working day achievable

Scale and visibility

Inspiration and innovation

MEDIA STRATEGY

INTEGRATED BLOCK PLAN

Announce

20 Sept

Trigger Intent

21 – 29 Sept Activate 30 Sept – 1

Oct

Support

1 – 28 Oct

PR launch

(National, LAs

& LSSS)

Ongoing consumer PR and features

(Consumer PR, PR with partners, LAs and LSSS)

Paid digital Organic social media

Support e-CRM

Stoptober is

back via

partners

Partnerships trigger

intent

Ongoing partnerships activity

Consumer

PR moment

(1 Oct)

Galvanize interest and participation via e-CRM

PHASING THE MEDIA APPROACH TO DRIVE

PARTICIPATION

ANNOUNCE TRIGGER INTENT ACTIVATE

VIDEO VIEWS OF PR CONTENT TO

BROAD FB AUDIENCE

ADD SCALE TO ‘PR’ ROUTE +

RETARGETING POOL

“STOPTOBER IS BACK, GET READY

TO GET INVOLVED”

ROLE

CTA

RETARGETING PEOPLE WHO HAVE VIEWED

FB VIDEOS + FB ‘SMOKING’ AUDIENCES +

2015 STOPTOBER VIEWS WITH IMAGE

POSTS

ACTIVITY

COST EFFECTIVELY GET PEOPLE TO

SEE THE RANGE OF SUPPORT

“COME AND LOOK: WE HAVE MORE

SUPPORT TOOLS THAN EVER!”

REMIND THAT STOPTOBER IS ABOUT TO

START

RETARGETING ALL ENGAGED

AUDIENCES (INC. SITE ARRIVERS)

“IT’S COMING, GET YOU AND YOUR

FRIENDS READY”

SEARCH

BRAND AND GENERIC

PR ENGAGEMENT

Announce return of Stoptober

Smoking related statistics (if available) to

state the case for the campaign being

relevant and restate the impact that

quitting has on health and society

Provide the reason to take part (again)

this year – almost 1 million people have

taken part over in Stoptober

New creative content to generate

engagement, interest and participation

National, local, trade and consumer

PR and social media

Encouraging smokers to get ready for

quitting from beginning of October

Driving awareness of Stoptober and

encouraging participation

Show consumers the benefits of quitting

with Stoptober – four years of case

studies and real people having quit

successfully – and new support available

PR activity with partners to show scale of

the campaign and build the sense that

thousands of people in the country are

all quitting together

National, regional, consumer, BME

and LGBT PR and social media

Launch day – 22 September Trigger - 23 Sept to 30 Sept Support – 1 to 28 Oct

Motivating quitters to complete

Stoptober

Content and consumer media stories

highlight the value to quitters of

Stoptober

Mirroring the emotional quitting journey

in PR and social with supportive stories

and content

Consumer PR (and community

management)

CROSS CHANNEL PR ENGAGEMENT

Pre-ordering for resources toolkits opens tomorrow

Toolkit resource pre-ordering opens this week

• You will receive an email this week with a short questionnaire to tell us about your planned activity and then you can pre-order a toolkit via the Campaign Resource Centre.

• You can track your order status in the new personal account area of the site – join our webinar at 2pm tomorrow for a step-by-step guide on how it works.

• Toolkits will not be dispatched until mid-August – we will send out an email when deliveries are starting to remind you.

Questions

APPENDIX

INTENSIFY THE CAMPAIGN PERIOD

The week before 1st October is paramount

for registrations

With reduced budgets, a

shorter and more intense

campaign burst will help

maximise participation when

smokers naturally engage

with Stoptober and prepare

to quit – during the final days of September

FEATURING E-CIGARETTES IN STOPTOBER

Quitting with e-cigarettes is outlined

via the eCRM programme (emails &

app)

E-cigarette/ Stoptober case studies

highlighted on website

Talent who have used

e-cigarettes to quit featured across

owned social and editorial

E-cigarettes form part of the PR

narrative in news and features

Discussions with e-cigarette brand

owners to tag their adverts for

retargeting back to the Stoptober

page

Eyes and teeth

Harness new professional support from dentists and opticians to help

land the many benefits of quitting

Scale and visibility

340 stores, 1,000 opticians

700 stores, 3,000 opticians

4,000 members 6,000 members

16,000 members 6,000 members

* All figures for UK

Weight loss groups and brands

Access existing behaviour change communities and provide

confidence and support that they can quit smoking too

Scale and visibility

6,000 weekly Weight Watchers meetings in UK

1 million social reach

2 million users

every year** 1.2 million

members*

* Figure from 2013, UK wide ** UK wide