Breathe: Co-design and Launch of a New Stop Smoking Service
PHE ePoster Library. Wootten G. Sep 12, 2019; 274411; 210
Mr. Gary Wootten
Mr. Gary Wootten
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Abstract BACKGROUNDStop smoking service provision in two London boroughs (Camden & Islington) was reviewed. Recommendations were delivered for service designs to enable the Public Health team to procure a new stop smoking service to achieve the reductions set out in the Smokefree Strategy. METHODSecondary desk research to review current smoking cessation models; telephone interviews with stakeholders; focus groups with specific key audiences including those with:severe mental health issues;long-term health conditions;pregnant women;routine manual workers; andethnic groups.In the co-design phase, public and stakeholder co-creation sessions discussed appropriate communications channels and which messages resonated most powerfully.
A new 3-tier service, enabling people to choose their preferred level of support, was launched using the new brand, ‘Breathe: It's about living'. The brand design was informed by key messages that came out of the co-creation:ConfidentialNo third party harassmentLess predictable imagesEdgy not stop signs Supportive positive languageFreedom not ‘quit' Digital advertising campaign using a blend of pinpoint mobile advertising and Facebook to direct traffic to relevant digital pages. Campaign assets equipped stakeholders and partners with useful tools to support the campaign.
By using insight the correct drivers were identified to ensure that individuals were happy to access the service. The digital campaign enhanced promotion of the service at times when more smokers are thinking about quitting. More people have been able to access the service effectively due to the clear, targeted messages delivered in the campaign. External funding details Funding by Camden & Islington Councils.
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