‘Bigger & Better’

Stoptober 2013

Private & Confidential: Not for onward circulation

Agenda

• Stoptober 2012: An overview• Stoptober 2013: Bigger and Better

– What bigger and better means – Partner collateral– What the ask is– What we can offer

Stoptober 2012 Overview

Stoptober – The Challenge

Even when they want to quit, smokers don’t

This is because quitting itself feels difficult

Our campaign needs to make it feel easier

Latest academic evidence tells us that you quit for 28 days you’re 5 x more likely to stay quit

...aims to recreate the ‘magic’ January conditions of motivation, intention and social norming in October. Crucially, it also makes the quitting

process easier than ever before by chunking it down to 28 days.

Our marketing objective in Year One was to raise brand awareness and generate response.

What we achieved

Results• Around 7/10 people had heard of Stoptober in its first year• Campaign resonance was high

• 73% said the ads were aimed at 'people like me' and messages cut through well, particularly the 28 day message

• Reported quit attempts rose to 10% in October, a record high for our campaigns

• 3/4 people would recommend the Stoptober pack, online support and SMS to others and 6/10 would recommend the app (really encouraging given the technical difficulties we had)

• Stoptober tools prompted record quit attempt levels, with 85% having made a quit attempt and 61% lasting 4 weeks or more

• Six in 10 quit attempts started on 1st October

The Stoptober Effect: UCL data also supports a rise in quit attempts in October 2012

Source: Smoking Toolkit Study, October 2012

Stoptober 2013 – Making it Bigger and Better

Stoptober 2013

The evolving role of our NHS network of partners

Supporting Stoptober Part of Stoptober

Recruitment Motivation

Channel

IntegratingBadging

Messenger

Bigger & Better 2013

Engaging the NHS to proactively drive recruitment in September and motivation in October

Partner Collateral

• Physical toolkit– A3 Posters x 4

– A4 posters x 4

– Business cards x 50

– Dispensers x 1

– Badges x 4

– Activation brief x 1

• Communications toolkit – Emails, bulletins, intranet and newsletter copy

– Suggested Facebook posts and/or Twitter messages

– Quotes from ministers, health experts and mentors

– Briefing notes and key messages for your spokespeople

– Case study guidance

– Press release & photo call templates

Digital toolkit – Stoptober badging device– Brand Guidelines– Email signatures– Screensaver as GIF and flash file– Web display banners (MPU and leaderboard)

as GIF and flash files

What the ask is

• We would like dental practitioners across England to:

– Signpost the campaign in their surgeries using the physical toolkit

– Incorporate Stoptober into their health advice at the end of consultations where appropriate, in particular raising awareness of the Local Stop Smoking Service (using the Stoptober leaflet)

What we can offer

• Briefing sheet for dental practitioners with Stoptober key facts to know

• Bespoke copy for communication channels to dental teams and dental press

• Digital assets (such as web banners) for intranet sites• Delivery of physical toolkits direct to dental surgeries (via

the Stoptober telephone order line)

Key Milestones

Milestone Date

Stoptober order line Live now

Digital and communications toolkit Early August

Despatch of physical toolkits From 25th August

Bespoke brief sheet and copy Early August (if required)

Stoptober launches (recruitment phase) 9th September

Stoptober goes live 1st October

Thank you

Wendy Manuel020 7843 5905 / 07880 382 403wendy.manuel@phe.gov.uk