Public Health England: Stoptober



In 2011, over two-thirds of people who smoked said they wanted to stop but we know only a third will actually try. Research actually shows us that smokers fear quitting and lack confidence in their ability to stop, and their desire is undermined by abundant stories of failure and difficulty. Most quit attempts fail at an early stage. In fact, only 25% of unaided quit attempts last more than the first week.

In order to influence actual behaviour change and drive population level quit attempts, a way needed to be found in which to make quitting smoking easier.

Behavioural economic principles show that 'social norming and 'chunking down' are crucial factors in positive behaviour change. Also, the smoking cessation market is driven by new news. Knowing this, the challenge was set – how do we bring people together to spur 'social norming' in making a quit attempt in a way that feels new, fresh and achievable?