Smokefree England

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Smokefree England
Communications campaign
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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
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Campaign phasing and messaging
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National campaign

• Date announcement
• Extensive press coverage in national, regional
  and broadcast media
• Website launched
• Most visited page after homepage is Business
  what do I do?
• Campaign office launched
• Dedicated phone line and email set up for
  campaigners
• Business Information Line
• 0800 169 1697

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National campaign /2

• Website and information line
• 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
• 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

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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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Proactive media relations

• Proactive contact with relevant trade press,
  supplying factsheets, information and by-lined
  articles
• Liaison with producers and script writers at TV
  soaps incl Eastenders Coronation Street
• Ongoing collateral including guidance, case
  studies and DVD

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Guidance mailing

• Early to mid April (700,000 priority
  businesses)
• Businesses with fleets
• Transport, Taxi, Construction, Manufacturing
• Leisure, Recreation, Restaurants, Pubs, Clubs
• Hotels
• Mid to end April (650,000 employing businesses)
• End of April (350,000 businesses with one
  employee)
• Business that have registered on
  smokefreeengland.co.uk/stayinformed will also
  receive the mailing throughout April

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EH team mailing

• All environmental health teams in local councils
  will receive a starter pack in early April
  consisting of
• Sample guidance packs
• 1000 Your guide to the new smokefree law
  (leaflet for businesses)
• 500 How will the new smokefree law affect you
  (leaflet for individuals)
• 250 A5 smokefree premises adhesive signs
• 250 A5 smokefree premises window sticker signs
• 250 symbol only adhesive signs
• 250 symbol only window stickers
• Further materials will be available to order from
  smokefreeengland.co.uk/resources or by calling
  0800 169 169 7

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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