NHS Scotland :NHS Smokefree Grounds 

This case study demonstrates how the National Health Service (NHS) in the UK drove awareness of its smoke-free policy on its grounds and help smokers to comply.

NHS Scotland :NHS Smokefree Grounds

Story UK

Campaign overview

NHS grounds had been tasked with being totally smoke-free by April 2015. In the absence of any legislation to support this ambition, the campaign set out to raise mass awareness, help smokers understand the reasons behind it and, ultimately, convince them to comply.

By using familiar hospital imagery, the campaign reminded the public of the NHS's purpose to protect everyone's health and changed perception of outdoor NHS spaces from being just another public space to being an unreasonable place to smoke.

Strategy

The smoking ban in pubs and restaurants almost instantly...

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