Capgemini

1
Smokefree England Campaign Implementation of the
smokefree legislation
Name Job title
2
Campaign Objectives
Comprehensive awareness of legislation and date
Understanding amongst target groups of how it
affects them, and what they need to do
Secure full compliance for implementation day
Support ongoing cessation campaign
3
Campaign phasing and messaging
Date announcement Campaign launch
Announcement of regulations and guidance
23 March 100 days to go
Post-implementation
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National campaign

• Date announcement
• Extensive press coverage in national, regional
  and broadcast media
• Website launched
• 16,000 unique visitors by mid-January
• Average four pages viewed per visit
• Most visited page after homepage is Business
  what do I do?
• Campaign office launched
• Dedicated phone line and email set up for
  campaigners

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National campaign /2

• Website and information line
• www.smokefreeengland.co.uk - information hub for
  the legislation
• Information also available via smokefree
  information line, 0800 169 169 7
• Advertising
• Press and online advertising running Jan-Feb
• Further advertising planned in run up to
  implementation
• Direct mail
• Direct mailing planned in March to every
• registered employing business in England.
• Pre-mailer, including interim guidance brochure,
  sent to 700,000 businesses in Jan - those with
  the most to do or lower awareness levels

6
Regional and local delivery

• To ensure effective regional and local delivery
  of the campaign you need to be
• Working closely with your RTPM
• Ensuring coordination of local networks, with one
  lead person where possible
• Creating or expanding existing team to include
  representatives of relevant bodies
• Ensuring good relations with LA, PCT, business
  alliances, trade unions and other key groups,
  ideally through a local implementation group
• Clear about responsibility for local media
  relations
• Utilising appropriate regional and local speakers
  for key events

7
Stakeholder engagement

• On a national level, close working with a wide
  range of stakeholders is taking place to maximise
  their communications channels

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Working with business

• Work needs to be done locally to
• Build networks to help dissemination of
  information
• Make contact and meet with key business
  organisations, utilise their databases to access
  businesses directly
• Set up an implementation task force to share
  information and track progress
• Work with local Chambers of Commerce, setting up
  forum to engage directly with local business
• Make the most of existing regional and local
  events where businesses are present
• Ensure all existing local groups and networks are
  aware of information available and are directing
  businesses to www.smokefreeengland.co.uk

9
Working with business /2

• Businesses in the leisure and hospitality
  industry may be particularly affected
• Again, it is vital to contact relevant bodies on
  a local level
• Other activity to undertake locally includes
• Tapping into local meetings and communication
  channels established by these groups
• Working with your Local Authority licensing,
  trading standards, environmental health to
  coordinate communications, and
• To identify businesses most at risk of
  non-compliance
• Working with local pub groups to consider schemes
  such as offering breakfast seminars or Stop
  Smoking Services in local pubs

10
Media relations

• Nationally, contact is ongoing with national and
  trade press, supplying information, articles,
  quotes, case studies
• Activity planned for key upcoming announcements
  and a number of platform ideas to reinforce
  messaging
• Materials will be provided to be tailored and
  used with local media
• Local activity should include
• Developing a bank of resources, such as local
  case studies, spokespeople and pre-prepared
  quotes
• Identifying and making contact with key local
  media
• Identifying case studies of businesses and
  individuals to offer media
• Using calendar hooks such as No Smoking Day, 100
  day countdown and World No Tobacco Day
• Mobilising campaign supporters
• Making the most of central resources such as
  factsheets and press releases

11
Campaign tools

• Online resource centre for all regional and local
  campaigners is available at www.smokefreeengland.c
  o.uk/campaignpartners
• Campaign pack available here which includes
  guidance and advice on how to deliver the
  campaign
• Other resources already or soon to be made
  available include
• Short interim guidance brochure
• Poster
• Campaign and regulations presentations
• Collateral such as DVD and exhibition stands

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Summary checklist
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• This is one of the most significant pieces of
  public
• health legislation of the last 50 years.
  Thousands
• of lives will be saved every year and many
• thousands more will be spared the misery of
• watching friends and family die prematurely It
  will
• create the single biggest improvement in public
• health for a generation.
• - Caroline Flint, Minister of State for Public
  Health

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Smokefree England Campaign Implementation of the
smokefree legislation
Name Contact details