Excellence in tobacco control:

1

• Excellence in tobacco control
• 10 High Impact Changes to
• achieve tobacco control
• An evidence-based resource for local Alliances
• Tobacco Control National Support Team

2
SUMMARY

• Context
• Rationale
• Development
• The High Impact Changes in brief

3
BACKGROUND

• Much has been achieved in recent years
• Smokefree legislation, Age of sale, UK European
  leader in tobacco control, Marketing campaigns,
  Stop smoking services
• But tobacco use remains the greatest hazard to
  public health

4
RATIONALE

• Tobacco control is an ongoing priority
• There is a need to provide a clear message that
  tobacco control is everyone's business
• The current consultation on the future of tobacco
  control will determine national direction and
  priorities for a comprehensive approach
• The evidence for comprehensive tobacco control is
  strong but guidance sought about translating this
  into meaningful local action
• The High Impact Changes document provides a
  practical guide to tackle priorities through
  effective evidence-based local action.

5
DEVELOPMENT

• Main target audience is tobacco control alliances
  and partner organisations
• High Impact Changes was developed by experts in
  tobacco control by practitioners for
  practitioners, with sound evidence base
• Support of Chief Medical Officer

6
THE DOCUMENT

• Designed as a how to guide
• Aims to assist and inspire action that leads to
  public health gains in our communities
• Each High Impact Change provides
• A summary of the evidence
• A checklist of steps to take
• An example of how this works in practice and what
  can be learned from this
• Why it is significant

7
CENTRAL THEMES

• The need for senior decision makers to take
  action
• Priority and political will
• Capacity and infrastructure
• Commitment and collaboration
• Partnership working is the foundation
• Social marketing and communications
• Denormalising tobacco use to be less desirable,
  less acceptable, and less accessible
• Cross cutting nature of tobacco everyones
  business
• The need for consistent monitoring and evaluation
  of tobacco control

8
1.WORK IN PARTNERSHIP

• Effective tobacco control is built on teamwork
• Potential to drive forward an evidence based,
  targeted and strategic approach to tobacco
  control
• All of the High Impact Changes depend on this one
  to achieve maximum impact
• Senior level understanding and commitment
• Local partnership supported by regional
  coordination

9
2.GATHER AND USE THE FULL RANGE OF DATA TO
INFORM TOBACCO CONTROL

• Accurate and up to date information is vital
• Demonstrates the importance of tobacco control
  for an area
• Identifies local needs and allows effective
  targeting of resources
• Allows evaluation of interventions
• Requires systematic approach to data collection
  and management
• Closely linked with partnership working
• Social marketing

10
3.USE TOBACCO CONTROL TO TACKLE HEALTH
INEQUALITIES

• Tobacco use is the key cause of Health
  Inequalities in our communities
• Greatest single factor in life expectancy between
  social classes
• Routine and manual group a priority in tobacco
  control
• Policy measures advertising and promotion,
  smokefree legislation, tax increases
• Local tobacco control interventions must reflect
  the Health Inequalities priority

11
4. DELIVER CONSISTENT, COHERENT ANDCO-ORDINATED
COMMUNICATION

• Cuts across all of the High Impact Changes
• Strong evidence base
• Needs to take account of both internal and
  external communications
• Improved consistency to ensure a joined up set
  of key messages that reflect national, regional
  and local priorities
• Marketing and communications strategy
• Improved regional communications infrastructure

12
5. AN INTEGRATED STOP SMOKING APPROACH

• Helping smokers to stop is a key part of
  comprehensive tobacco control
• The importance of embedding the idea in
  organisations that quitting is
• Achievable
• Desirable
• Supported by the organisation
• The NHS stop smoking service is one vital part of
  this
• Other DH support

13
6. BUILD AND SUSTAIN CAPACITYIN TOBACCO CONTROL

• Highlights the need for consistency and
  commitment which successful tobacco control
  requires
• Available resources often a major concern
• This High Impact Change is about building
  infrastructure
• Developing skills
• Building networks
• Training leaders
• Building commitment

14
7. TACKLE CHEAP AND ILLICIT TOBACCO

• Price is the single most effective lever in
  helping people to stop smoking
• The illicit tobacco problem threatens to
  undermine effective tobacco control and increase
  health and social inequalities
• Key issues of supply and demand
• Crosscutting issue requiring engagement with a
  range of partners
• Risk of conflicting messages

15
8. INFLUENCE CHANGE THROUGH ADVOCACY

• Developing advocacy for tobacco control generates
  public support to bring about change
• About changing the political, social, and
  economic conditions that encourage tobacco use
• Closely linked to communications High Impact
  Change
• The consultation on the future of tobacco control
  is an opportunity for alliances to advocate for
  further measures

16
9. HELPING YOUNG PEOPLE TO BE TOBACCO FREE

• Limitations of traditional educational approaches
• The impact of comprehensive tobacco control in
  changing social norms and reducing youth
  prevalence
• The need for any interventions to be integrated
  within a comprehensive approach
• Recognising youth as an integral and vital part
  of the community and involving them in tobacco
  control

17
10. MAINTAIN AND PROMOTE SMOKEFREE ENVIRONMENTS

• Great partnership working and public support
  paved the way for smokefree legislation
• Vital to maintain and build upon this momentum
  to
• Ensure law is embedded and compliance is high
• Prepare areas which will be smokefree (mental
  health) or may consider this option
• Publicise the positive effects of smokefree
• Denormalise tobacco use
• Danger that tobacco is seen as a done deal

18
SUMMARY

• Effective tobacco control needs to be based on
  best evidence and national priorities
• It should be driven by local action and local
  leadership.
• This document
• Provides a timely reminder that the tobacco
  epidemic is far from over
• Brings together best evidence and practical
  experience
• Offers guidance to ensure maximum
  impact at a local level
• Local alliances now need to grasp the
  opportunity, as well as the challenge, of making
  these High Impact Changes a reality.

19
For further detail

• Download the PDF from www.dh.gov.uk
• Contact your Regional Tobacco Policy Manager with
  queries
• Join Andy Grahams workshop at 2.30pm