Public Health England: Stoptober

This case study describes how Public Health England, the government body, devised a mass participation campaign that would motivate and help people in England to quit smoking.

Public Health England: Stoptober

Campaign details

Agency name: 23redCategory: Cause, Charity/Non-profit Marketing or SocialCountry: UK

Background

In 2011, over two-thirds of people who smoked said they wanted to stop but only a third actually tried. Research 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...

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