Public Health England : Stoptober

This case study describes an anti-smoking campaign by Public Health England, the government agency, which took the form of a 28 day stop smoking challenge.

Public Health England: Stoptober

23red

Background

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...

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