stoptober - nhs. great comms campaigns i wish i'd done seminar, 18 june 2014
TRANSCRIPT
The NSMC Why I learnt to love Stoptober
June 2014
REDUCE PREVALENCE FROM 20% TO 18.5%
TRIGGER POPULATION LEVEL QUIT ATTEMPTS
CREATE A NEW ANNUAL ‘HOOK’ IN THE AUTUMN
REFRAME QUITTING AS A POSITIVE ACTION
Why did we need Stoptober?Why did we need Stoptober?
SUPPORTGive people the means to
change
DESIGNChange the physical context
INFORM/EDUCATEProvide information
CONTROLIncentivise/Disincentivise
Communications as part of marketing
Reduced barriers to entry – stop for 28 days
Social proof/norming – everybody is doing it
Gave people a reason to do it NOW
Chunk it down with day by day support
Loads of free stuff to help
5 times more likely
A new reason to believe – make it to 28 days and you are 5x more likely to stop for good
The Power of Partnerships
• Across the country local authorities and Stop Smoking Services engaged to make Stoptober bigger and better
• Over 100 individual, local marketing plans are being submitted for each area
• 100% coverage nationwide; plus more depth of engagement than 2012• Working with LSSS and regional tobacco networks to ‘join up’
• Across the country local authorities and Stop Smoking Services engaged to make Stoptober bigger and better
• Over 100 individual, local marketing plans are being submitted for each area
• 100% coverage nationwide; plus more depth of engagement than 2012• Working with LSSS and regional tobacco networks to ‘join up’
Harnessing the power of digital media2012 2013
Live Twitter Q&A sessionsDaily messages of support
Celebrity support and endorsement
People created video blogs of their journey
Peer to peer support
Evolving the campaign
Year 1
•Excitement of something ‘new’
Year 2
•Proven success ‘Join the 160,000 people who quit last Stoptober’•New and improved products•10,000 more people signed up to stop on 1st October
Year 3 •New twist
Thank you
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