Establishing the right environment for cessation campaigns

1
(No Transcript)
2
Establishing the right environment for cessation
campaigns
3
Goals

• 1. Overview David Newton, AMV BBDO, UK
• Changes in the changing smoke free and cessation
  environment
• 2. Helen Glasgow, The Quit Group, New Zealand
• Update on the role of communication within other
  policy initiatives
• 3. Imogen Sharp, Dept of Health, UK
• The need for campaigns to work against different
  policy backdrops

4
Time of incredible change

• Environment De-normalisation strategies outside
  of mass media
• Smoking Bans
• From New York to Vietnam
• Tobacco taxes
• Significant increases in excise taxes
• Partnerships
• New joined up ways of working

5
Further pressure on smokers
Organic cigarette is the latest 'health' fad
Cigarette companies slash price of cigarettes
following ban
Fag Breaks Add Up To Month Off In A Year
Syria water pipe concern amongst women and youth
But tobacco companies and the Worlds media
continue to counter some of the benefits
6
Variation across geographies

• But significant disparities in the number, scale
  and implementation of these initiatives between
  countries and states
• Europe vs States
• Germany vs Sweden

These disparities mean no single approach is
right across markets, but there are transferable
learnings emerging
7
What we know already
8
Key findings WHO report 2001

• Overall
• De-normalisation workslegislation, education,
  taxation and pricing is effective in reducing
  smoking prevalence
• Synergistic efforts work best
• They achieve results that are greater than
  those achieved individually because they knit
  together every resource in a community and
  surround citizens with reasons to quit and
  support on how to quit.
• Communications can lay the ground work
• Media messages can help create the environment
  that supports smoking cessation, becoming the
  stimulus for new thought and perspective on
  tobacco policies and change

9
Continued success of bans / tax increases

• NYC
• The city and state raised cigarette taxes by 3
  - bringing the cost of a pack to about 7 - and
  banned smoking in workplaces in 2003.
• One year report showed a positive picture in
  terms of compliance, public support and positive
  impact on economy
• In the two years since, the number of adults who
  smoke fell 15

NYC Depts March 2004 NY Department of
Health and Mental Hygiene 05
10
Continued success of bans

• Ireland
• Public places ban March 2004
• 2 drop in prevalence from 28 to 26
• 46 reported more likely to quit because of
  law
• 83 smokers supportive of new legislation and
  increased support for total ban
• Positive knock on effect - an increase in number
  of smokers who dont smoke at home
• 97 of pubs and restaurants compliant

Geoffrey Fong,Tobacco Control report May 05
11
Different initiatives work better against
certain targets

• Tobacco taxes do deter smokers of all ages, but
  work best on the youngest smokers, who have the
  least disposable money
• A 2001 study found that raising cigarette prices
  by 10 reduces the rate of youth smoking by 7
  and adult smoking by 4

Legislative pressures are only a part of the
broader requirement for a cessation campaign
12
Observations from NRT category perspective
Total NRT Millions
Total NRT Millions
Ireland
France
Effects of legislation on the category are
dramatic, but suggest the importance need for
sustain environmental pressure
13
Questionnaire Responses- Synergies between
communications environment- Impact of tax
increases- Collaborative initiatives
14
Communications / Environment balance considered
important

• Q . What have you learned about the synergies
  between the cessation mass media campaign and the
  overall tobacco control program?

• Changing societal norms is critical to moving
  the needle on cessation.creating (smoker)
  discomfort is important for spurring change
  Arnold, USA MA

• - All respondents emphasised the importance of
  the legislative environment and synergies with
  their mass media campaigns

15
Impact of environment on communications

• Q. How much consideration do cessation campaigns
  require to the environment they will run in?
• - Some markets emphasised the importance of mass
  media to prepare for legislation (UK). Others
  getting the environment right first (Norway)
• - Clearly this depends on the specific
  environmental context (Syria)
• - But a sense that sometimes being unpopular in
  legislation and communication is necessary to
  ensure its effective

• A campaign has to be fine-tuned to what the
  public, the media and the policy-makers are
  actually ready for Directorate of Health and
  Social Affairs, Norway

Could we do more to understand how to plan
balanced campaigns that effectively marry
changes in legislation with mass media?
16
Balancing environmental Push and Pulls with
media campaign

• Communication Why to quit How to quit
• PUSH PULL
• Legislation Smoking Ban Support
  services Tobacco Tax Stop Smoking
  Aid
• Pack warnings

17
Impact of tax increases
Effectiveness of tax legislation evaluated in
call uplift
Calls to quitline doubled in the two weeks
following the .75 tax increase Blue Cross
Blue Shield of Minnesota
Ohio passed a 70 tax increase on cigarettes
increasing the tax to around 1.20 that went into
affect in July. Call volumes jumped from around
80 intakes per day to 130 190 Ohio Tobacco use
prevention control foundation
- Tax increases looked at through through call
volumes suggest their short term effectiveness in
driving quit attempts
A need to better understand their longer term
impact on cessation?
18
Part of a bigger question

• Is it more effective to introduce legislation
  steadily to create a sustained push
  (California) or better to deliver significant
  change over night (Ireland)?
• Understanding how smokers tackle their habit
  suggests gradual legislation better reflects the
  likely quitting journey - About 70 want to
  quit
• - 35 try each year
• - Fewer than 5 of smokers succeed
• - Av smoker tries 5 7 times before
  succeeding
• Introducing legislation in a way that provides
  sustained triggers to quit and stay quit could be
  a more effective approach
• Particularly for markets where media funds are
  limited?

19
Overall importance of working collaboratively

• Smoking cessation is everyones business- the
  more the stakeholder activity the more quit
  attempts Health Canada

• Having partners buy-in to the service
  (Helpline) at the beginning was the best way to
  promote sustainability and longevity Canadian
  Cancer Society, Nova Scotia

20
Variety of partnerships

• State Co-op Program
• Created a coalition
• Community Organisations and Schools (Social
  capital)
• Doctors others providing smoking cessation
  services
• Stop Smoking Services
• Health professionals and providers teachers and
  educators army media
• Medical community
• Faith Groups, Imams and Mosques
• Bars, colleges, and radio stations
• Media
• Funded partners of the tobacco program

21
Collaboration with corporate partners

• Collaboration cited to overcome specific issues
• Health Canada insufficient funds for year round
  media campaign
• - Suggestion that in some cases, collaborative
  initiatives outside of mass media can be more
  effective in ROI terms

• We did a collaborative agreement with Wal-Mart
  and Readers Digest as a cost effective way to
  sustain audience reach. This was an effective
  high-reach, low cost opportunity to extend the
  social marketing campaign and promote cessation
  Health Canada

• We are currently working on data that shows free
  NRT is cheaper than paid advertising at getting
  people to call the Quitline Oregon

22
Could we be doing more?

• Most smokers quit in the least effective way,
  without support
• One of the biggest barriers to greater NRT usage
  is based in the misunderstanding around nicotine
• 80 believe its nicotine that is responsible for
  cancer
• NRT brands lack credibility in promoting benefits
  of safe nicotine
• Collaborative education about nicotine likely to
  be mutually beneficial in driving more successful
  quit attempts

Could partnerships be better exploited to produce
more effective overall cessation campaigns?
23
Case Studies

• Helen Glasgow. New Zealand
• Environment and Communications - the impact of
  sustained pressure in cutting prevalence
• Imogen Sharp - UK
• The need for campaigns to work against different
  policy backdrops