No Smoking Day

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• No Smoking Day

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NSD 2007 case study

• Great success last year over 100,000 worth of
  media coverage
• Success down to working together and input from
  the Local NHS Stop Smoking Service
  Managers/advisors
• Local No Smoking Day events
• General regional press
• Local tailored versions with local spokespeople,
  event details and quitter case studies
• Wherever possible, local services offered for
  interviews along with quitters
• Post No Smoking Day press release relayed
  success of the number of people who made a quit
  attempt

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NSD 2008

• The Great No Smoking Day Challenge Wednesday 12
  March 2008
• 25th year of No Smoking Day
• Targeting over a million smokers across the
  country to join in the UKs biggest group quit
• Week long activity More opportunities to help
  smokers who want to quit
• Aim to engage with smokers and suggest they are
  sponsored during their quit attempt for a cause
  of their choosing
• Target group of people respond emotionally and
  call upon family and friends for support and that
  local community activities are important
• Make things as easy as possible for smokers who
  want to quit to access NSD and the NHS Local Stop
  Smoking Services

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NSD 2008

• Key route for us for NSD is to follow the
  principles of social marketing
• To engage workers where they work and live
• To engage the wider smoking community where they
  are
• To engage the challenge of quitting for a week

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NSD 2008

• NSD Plan for the North East
• Suggested activities are designed to target key
  group of routine and manual workers directly and
  also the largest employers of RM workers
• Employers and Unions can you help?
• Launch a month prior to the day allowing time to
  raise awareness through a number of activities to
  engage with smokers and so that smokers who wish
  to quit have time to prepare
• Maximise campaign partnerships Asda pharmacies,
  CBS Outdoor, Fitness First, British Dental
  Foundation and other medical organisations, Fire
  Services

6
NSD 2008

• Media Activity
• Media launch day 14th February - Valentines
  Day capitalise on the heart theme with a health
  focus
• Photography of large heart with red and white
  target branding situated in iconic locations e.g.
  Middlesbrough MIMA, Monument in Newcastle, Tesco
  in Hexham, The Bridges in Sunderland
• Press material release detailing NSD Challenge
  and quitter success case studies tailored for
  local area, branded NSD items
• Press release targeting employers will also be
  issued encourage employees who smoke to join in
  NSD

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NSD 2008

• Approaching media to see if sponsor form can be
  printed so people can cut out and start securing
  sponsorship as well as pushing online sponsorship
  through he NSD website
• Drip feed of releases in countdown phase to NSD
  maintain profile
• Material will include quotes from Local NHS Stop
  Smoking Service Managers/advisors relevant for
  local media
• Supporting local events and driving footfall

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NSD 2008

• Radio and TV Drops
• Press information packs delivered early am
  February 14th
• CD of sound bites from quitters and advisors
• Set up interviews with NHS Stop Smoking Services
  throughout the region in advance
• Follow up with interviews with quitters I did
  it!
• Invite journalists and presenters, their
  colleagues who are smokers and who wish to quit
  to give it a go (advisors to make assessments)
• Retain media awareness in the lead up to 12th
  March

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NSD 2008

• Case studies - ambassadors
• Have a good bank of case studies but always need
  more
• Any couples that may wish to quit who would do
  media interviews (for Valentines theme launch)
• Any stories from quitters on who they are raising
  money for through sponsorship
• Track quitters for success stories post NSD
• Any employers that support employees quit
  attempts time out to attend a clinic, advisors
  into businesses to help employees
• Overriding message to smokers that they are four
  times more likely to succeed if they refer to the
  Local NHS Stop Smoking Services

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NSD 2008

• Events
• Events throughout the region with cessation
  trained field marketers and advisors to engage
  with smokers and inform them about NSD and
  support available
• On-street activity in areas with high footfall,
  train and bus stations and shopping centres
• Advisors role vital to the successful quit
  journey of a smoker and we know that engagement
  with smokers is more successful when advisors are
  present

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NSD 2008

• Toolkit
• PR guide
• Press materials
• Media plan
• Details of Managers and advisors for local
  interviews
• Available case studies
• Letter to G.P.s
• Details of materials available to support local
  events DVDs, posters, branded items such as
  balloons, drink mats
• Press office support
• Dont forget to enter the 2008 NSD Awards!

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• Lots of information and materials available from
  www.nosmokingday.org.uk
• Contact
• Sally Pearson
• 0191 244 6656
• 07980 666 402
• sallyp_at_robson-brown.co.uk