Scottish Executive

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Scottish Executive Smoke Free Public Places
Campaign
A Journey Towards A Healthier Scotland
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This was a campaign about health issues. Not
about rights, not about smoking cessation, not
about the licensed trade in Scotland.
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Where public opinion lay at the
beginning Passive smoking is a
nuisance, not a killer.
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Where we wanted to get them to Passive smoking
isnt just a nuisance, its a killer.
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WHO WERE WE TALKING TO?
GENERAL PUBLIC
OPINION FORMERS
BUSINESS
MEDIA
Government Trade Unions Trade
Bodies Charities Celebrities
Smokers vs non-smokers ABC1s DEs Young
Old Urban Rural
Licensed Trade Agriculture Industry Public
Sector Offices
Journalists Editors, etc
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HOW WE USED THE MEDIA

• Reinforced health message
• PR supported all-pervasive advertising campaign
• Engaged with licensed trade press
• Used relevant case studies for individual
  audiences
• Developed bank of celebrities willing to be
  quoted/featured
• Non-government branded activity

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MEDIA REACTION TO THE TV AD

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Engaging with the licensed trade

• Active engagement with
• trade press
• Rebuttal of arguments, reaffirming health
  trading statistics
• Constant intelligence gathering
• Representative on Ministerial group

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Licensed trade press activity
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Consumer health messaging

• Feature driven activity
• Humanising the issue with passive smoking case
  studies
• former bar staff
• entertainers
• Air quality testing
• Exploiting calendar triggers
• National No Smoking Day
• Smokefree anniversaries from around the world
• Increasing emphasis on long-lead consumer
  lifestyle titles

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Scottish celebrities back the ban
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Leveraging celebrity support
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Targeting consumer lifestyle titles
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Scots smoke ban pulls in new punters
Pub sales soaring despite ban on smoking
Pub group toasts ban
Welcome to a new, smoke-free day

• Smoking ban boost for pub profits

Scottish pubs surf the smoking ban wave
Smoking ban leads to upturn in pubs trade
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Did The Campaign Work?

• The campaign increased awareness and support
• Spontaneous awareness of the Smoking Ban date
  rose dramatically 8 in November 2005 to 65 in
  March 2006 (prompted increased 42 to 80).
• Smoker support increased from 19 (May 2005) to
  26 (March 2006).
• By 2006 almost two thirds of the general public
  supported the legislation.
• 84 of all 18-24 year olds believed that a
  smoke-free Scotland was something to be proud of.
• MRUK research