Smokefree North West: Take 7 steps out

Smokefree North West used this campaign to persuade socially disadvantaged people in the north west of England to change their smoking behaviours, by focusing on the dangers of second hand smoke on children.

Smokefree North West: Take 7 steps out

Principal Author: James Dawkins, McCann ManchesterContributing Authors: Kay White, Dave Donaghue, Gemma Southern, McCann Manchester; Hannah Barlow, Lynsey Showman, 2CV Research

Executive Summary

How do you persuade someone to change their smoking behaviours, when smoking is one of their few life pleasures and they are no longer affected by messages telling them to quit?

This paper documents how a social marketing campaign in the North West of England helped protect children from the dangers of second hand smoke by challenging the ‘norms’ of traditional anti-smoking campaigns.

Despite the inherent difficulties...

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