Comprehensive social marketing approach to reduce inequality by tackling illegal tobacco: evidence into practice
PHE ePoster Library. Brown C. Sep 12, 2017; 186628; 179
Colin Brown
Colin Brown
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Abstract Aim: Disrupt supply and reduce demand for illegal tobacco (IT).MethodA comprehensive mixed method social marketing approach (targeted street and telephone survey followed by 'Hall Test') to identify prevalence of illegal tobacco use in East Sussex. The research has been identified as the largest of its kind in the country.ResultsThe research generated substantial insight into illegal tobacco use in East Sussex, including:market share of illegal tobacco rising from 3% in 2010 to 9% in 2016 - 14% in most deprived borough;over a quarter of all smokers buying illegal tobacco;4 in ten had been offered it in shops;75% of smokers were uncomfortable with illegal tobacco in their community;shops are the largest local source of IT.The quality of insight generated has resulted in sustainable partnership working. A multi-agency approach has now been established, including Trading Standards, Sussex Police and HM Revenue and Customs to coordinate intelligence sharing and targeted enforcement on premises storing and selling IT. This has resulted in early wins such as:• Ten co-ordinated, intelligence led raids on premises;• Thousands of cigarettes and hand rolling tobacco have been seized.ConclusionsSocial marketing approaches are effective in generating actionable insight to address illegal tobacco supply and demand and enabling multi-agency action.The presentation will focus on the comprehensive findings of the social marketing research, and how this evidence has been utilised in practice by partner agencies to reduce availability of and demand for illegal tobacco locally and inform regional IT harm reduction.
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