Media and Communications Review

1

• Media and Communications Review
• Lisa Holland
• Fresh

2

• Summary
• Headlines
• Smokefree Legislation
• Big QUIT
• Regional Events Summits
• Media Communications April Dec 2007
• Fresh Show reel

3
Smokefree Legislation

• Regional
• Fresh legislation fact sheet, beer mats
  bulletins
• Stakeholder presentations
• TV advert, radio and press buy
• Local alliance grant scheme NSD funding
• Campaign packs
• 100 day / 50 day 1 week countdown
• Air Quality Monitoring

• Local
• Local authority SF implementation groups
• SF planning events with key partners LA, SSS,
  local alliance
• NSD used as platform
• Local PR media on countdowns case studies
• Mailouts to businesses
• Workplace Stop Smoking Support

4

• Media training 23 NE councils trained and Stop
  Smoking advisors from across the region
• Messaging developed throughout the year as
  confirmation of smoke free law was announced
• Partnership working - key regional spokespeople
  Dr Robert Allcock, James Ramsbotham, Kevin Rowan,
  Mick Henry, Dr Stephen Singleton

• Strong supportive messaging around Stop Smoking
  Services
• professional help available
• 4 times more likely to quit
• Accessibility on your doorstep
• Case studies provided endorsement for using the
  SSS
• The media event on 1st July was a major platform
  to proclaim the success and rationale of the
  smokefree law

5

• The Big Quit
• National campaign Nov 2007
• Advertising (press, bus backs, metro stations)-
  targeted by Fresh to RM
• PR
• Radio promotions across 9 NE stations
• Field marketing (DH test pilot in the NE)

• PR results- 20 press articles, 7 radio
  interviews 80,546 PR value
• Advertising results- over 4.3 million advertising
  messages reached 75 of adult population at least
  2.6 times

6

• Big Quit Field marketing pilot in North East
• 21 events across region- arranged
  nationally/regionally with local engagement from
  LSSS where possible
• Aim to engage with smokers to let them know about
  the NHS support to quit
• Team of professional field marketers trained in
  brief advice

7

• Big Quit Results
• 2,900 engagements
• 404 people completed form asking for LSSS support
• Metro stations most successful for conversion to
  data capture
• Shopping centres best opportunity for contact
• Top performing venues were-
• Nexus Metro- Gateshead
• Keel Row centre- Blyth
• Metro Centre
• Beacon Centre- North Shields
• ASDA Stockton

8

• Big Quit Results continued
• Over 50 respondents eligible free NHS
  prescriptions
• Most had tried to quit 2-4 times before
• Most had first cig within 5 mins waking up in am
• 87 opted for communication by post or telephone
• Events with LSSS in attendance were more
  successful and CO monitoring secured more initial
  interest
• Lessons
• Need more time to organise
• Particular venues and locations better than
  others
• Great potential with RM smokers
• Full report will be sent out next week

9

• Regional Events Summits
• Fresh Practice Sharing Events local
  presentations networking (local alliance
  toolkit)
• Pregnancy steered by SSS Specialist Advisors,
  DVD showing the human side of the services
• Smuggled Counterfeit Tobacco national,
  regional and local input to future actions

10

• Media and Communication Work
• April to December 2007

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Media,communication and education
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Media, Communication and Education

• Increase in coverage on BBC, Tyne Tees, website
  year on year
• Key messages conveyed through the media moved
  from campaign to campaign e.g. SHS, legislation,
  Big Quit
• Less noise from Forest and other similar groups
  in the media

• 109 press releases in total issued during 2007
  including
• 35 releases supported cessation work
• 32 releases supported Department of Health
  activity
• 25 releases supported local services
• 17 other related releases
• 46 comments from Fresh issued to media

13

• Advertising activity - ATL
• The key campaign areas have been around SHS, Big
  Quit and 100 Day Countdown to Smokefree law
• Campaign sectors were supported with tailored
  advertising in media across the region
• Advertising activity included paid for free
  newspapers, TV advertising, outdoor advertising
  e.g. on the back of buses and the Tyne Wear
  Metro

14
Evaluation - ATL

• The combined advertising activity reached 90 of
  adults in the North East
• Over 25,958,289 advertising messages being
  delivered
• 90 of adults in the North East saw the campaign
  12.6 times

15

• Fresh Show reel and press boards
• Demonstrates the level of media and
  communication which can be achieved by working
  together
• One consistent message but many messengers