Smokefree Northwests Marketing

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Smokefree Northwests Marketing Communications
plans - an overview

• Pippa Sargent
• Head of Marketing, Campaigns and Communications
• Smokefree Northwest

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Smokefree Northwest Campaigns 0809

• SFNW campaign priorities
• Building on the DH campaigns
• Future foci

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Forthcoming strategic milestones..

• April New funding 1.8M for the Region-wide
  programme
• June-Sept Government Tobacco consultation
• July SF Legislation 1 year on/MH Law
• July-Sept North of England Smuggling
  Counterfeit stakeholder consultation
• Oct North of England Smuggling Counterfeit
  strategy launch

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Campaign milestones 0809

• Apr/May Brand testing website revise
• June/July Major Campaign 1 PHASE1 Protecting
  children YP from Tobacco - through NW uplift
  to DH campaign
• June/July/Aug Government Tobacco Control
  consultation (Advocacy)
• July SF Legislation 1 year on MH Law (PR)
• July/Aug/Sept Smuggling Counterfeit stakeholder
  consultation (Advocacy)
• Sept Major Campaign 1 PHASE2 Smoking in
  pregnancy
• Oct North of England Smuggling Counterfeit
  strategy launch (PR)
• Jan/Feb Major Campaign 2 Smuggling Counterfeit

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Insight to inform

• May SFNW brand testing and attitudes/behaviours
  around smoking and children focus groups with
  smokers (RM men with children under 10, new mums
• May/June Attitudes towards smuggled
  counterfeit tobacco triangulated methodology,
  targeted recruitment of smokers
• June Baseline research into public support for
  further measures in Tobacco Control telephone
  survey, general pop

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Major Campaign 1 PHASE1Protecting children and
young people from tobacco

• DH Campaigns - NW Uplift June/July
• 1. Reinforcing Motivation
• - Radio
• - Press
• - TV already 15 Up weight in NW
• 2. Lead Generation
• - Door drops
• - Community activation

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Reinforcing Motivation Radio

• 4 week campaign, OTH 3.5 per station pw
• 30 Ad, target C2DEs, shared family moments
  airtime
• No NW VO
• NW specific text number call to action (to NHS
  hub for signposting), and go smokefree website
• Launch 19th June

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Stations covered Key107 The Bee Radio Wave
96.5 FM Chester's Dee 106.3 106.9 Silk FM
Key 103/Magic 1152 (Manchester) 107.6 Juice FM
Radio City 96.7/Magic 1548 The Bay Century
Radio (North West) Smooth Radio (North West)
97.4 Rock FM/Magic 999 107.9 Dune FM 107.2
Wire FM 102.4 Wish FM The Buzz 97.1 FM
C.F.M.Radio
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Reinforcing Motivation Press

• 2 week campaign 1 insertion pw
• 25x4, four colour Ads, RHS position
• Main print media in NW
• Holds SFNW logo
• NW specific number (to NHS hub for signposting)
• Launch 19th June

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Reinforcing Motivation Press

• Northwich Guardian Group
• Liverpool Echo
• Chorley Leyland Guardian
• Preston Leyland Reporter
• Cumberland Westmorland Herald
• Ellesmere Port Pioneer
• Runcorn Widnes Weekly News
• Accrington Observer
• Clitheroe Advertiser Times

• The Visitor - Morecambe
• Lancashire Evening Post
• Southport Visitor - Mediamix
• Formby Times - Mediamix
• St Helens Reporter
• Tameside Glossop Advertiser Group
• Warrington Guardian
• West Cumberland Times Star
• Ormskirk Advertiser Series - Mediamix
• The Courier Group - Garstang Longridge

• Wirral News
• Lancashire Telegraph
• The Gazette - Blackpool
• Burnley Express (Fri)
• Nelson Leader Series
• Rossendale Free Press
• News Star - Carlisle
• Cumberland News
• Crewe Chronicle
• Knutsford Guardian
• Macclesfield Express

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Lead generation Door Drops

• Additional NW postcodes, sub RM (highest
  deprivation index, ACORN sourced)
• Supporting Reinforcing Motivation uplift
• No SFNW branding- highly NHS branded, no added
  value
• Response analysis for NW postcodes separated by
  RM / sub-RM to allow evaluation
• Launch 7th July

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Major Campaign 1 PHASE1Smoking in pregnancy

• In development post this event!
• Build on current evidence and utilise existing
  successful approaches
• Partnership approach key partners NW SS
  Midwives
• Importance of service delivery

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Major Campaign 2Tackling smuggling counterfeit
tobacco

• Building on NW Insight
• Segmented market receptive to change
• In line with North of England Strategy
• Partnership approach key partners HMRC, NWTS
• Demand reduction approach?

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Potential new campaigns?

• Measures to reduce availability
• - POS
• - Positive licensing
• Protecting children from SHS
• - Home
• - Cars
• Youth advocacy
• - movies
• - tobacco industry marketing international
  practices

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Contacts

• Pippa Sargent
• Head of Marketing, Campaigns and Communications
• Sfnw.communications_at_dh.gsi.gov.uk / 0161 952 4486
• Vicky Mills
• Communications Officer
• Vicky.mills_at_dh.gsi.gov.uk / 0161 952 4433
• www.smokfreenorthwest.org

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