Bringing Stoptober to life locally

NHS 28 days later...

Our local approach helped turn Stoptober into the Department of Health’s most successful stop smoking campaign ever. And won us a coveted IPA Gold effectiveness award.

Challenge

To help more people successfully quit smoking.

Insight

Smokers are 5 times more likely to quit permanently if they can stop for 28 days in a row.

Idea

Working with a number of other agencies, our strategy was to create a highly visible campaign encouraging smoker participation amongst communities across the UK.

We developed a toolkit that local authorities and partners could use to amplify the campaign locally. We launched via local events, PR, radio and local social media to raise awareness and provide a springboard.

We engaged with stakeholders and partners, creating free media coverage across 66 key areas. This included city centre flashmob stunts, initiatives through large local employers, football clubs and charities. We also worked closely with hospitals, GPs, pharmacies, Fire & Rescue Services and council employees.

Impact

The interest was phenomenal and led to Stoptober becoming the Department of Health’s most successful stop smoking campaign ever. It is now established as a high profile annual event that has helped thousands of people stay Smokefree.

Their MOST SUCCESSFUL campaign ever