The strategy

A campaign was needed to target male smokers who had traditionally been hard to reach. Averse to government messaging, this audience needed a campaign that would engage with them on a level they could identify with. A football theme was devised and involved partnerships with football legends and organisations the audience would respect and listen to – making the stop smoking message more engaging.

The creative

A virtual quitting community called “Smokefree United” was created. Developed in partnership with talkSport and publicised through PR, it enabled the Department of Health to give the audience information and support on stopping smoking in a non-preaching way. Once signed up, quitters were sent weekly motivational texts or emails, as well as the opportunity to enter competitions and get the chance to send the club they support to the top of the “Smokefree League”. They could also be referred to their Local Stop Smoking Service. Interactive online tools were also created to show smokers the effect smoking was having on their wallet and their health. Plus, Local Stop Smoking Services could also download resources to work with their local football clubs to extend Smokefree United.

You can take a look at the campaign at www.smokefree.nhs.uk/united

The results

• 2,004 people signed up to join Smokefree United, and receive the emails/SMS messages over four weeks
• The Smokefree United website received a total of 26,548 visitors
• There were 191 posts on the Smokefree United message board from smokers
• There were 473 competition entries (this compared well to other talkSPORT competitions which had averaged only around 100 entries)
• 10,000 smokers were spoken to during the 32 days of face-to-face regional activity, of which 4.4% actually requested help from their local NHS Stop Smoking Service
• The Tobacco Control Marketing programme’s regular tracking research with routine and manual smokers showed that 18% of respondents were aware of Smokefree United after the campaign, rising from base of 0%.
• 84% of smokers who joined Smokefree United made a quit attempt
• 62% of those quit attempts were still successful at the time of the research (successful quit attempts are measured at 4 weeks and this research was carried out two months after the competition closed.)

Media

• Radio
• Outdoor
• Press
• Digital
• PR

Awards

2009 Outstanding Achievement, Interactive Media Awards, Smokefree United

2010 Grand Prix, Data Strategy Awards, Department of Health

2010 Winner, Data Strategy Awards, Client Brand of the Year, Department of Health