Stoptober: a radical new way to get England to quit smoking
Jo Arden, Pete Buckley, Nick Hirst, Dr Nigel Shardlow, Matthew Walmsley
This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.
Stoptober: a radical new way to get England to quit smoking
Principal authors: Jo Arden, 23red; Pete Buckley, MEC London; Nick Hirst, adam&eveDDB, formerly Dare; Dr Nigel Shardlow, Sandtable; Matthew Walmsley, Public Health England
Contributing authors: Gemma Cass, TNS BRMB; Annie Hau, Sandtable
Summary
Stoptober is a public health intervention created through marketing. It has been used to save thousands of lives in England and been adopted by clinicians internationally. Every October for four years the initiative challenged smokers to quit for 28 consecutive days from October 1, with the evidence-based promise that if they made it the...