1 London Smoking Cessation Event evaluation Presented on December 16 th 2008 By Rosemary Cowan and Anwen Page London Social Marketing Unit

1

London Smoking Cessation Event evaluation

Presented on December 16th 2008

By Rosemary Cowan and Anwen Page

London Social Marketing Unit

2

What we are going to cover today

Smoking habits and attitudes

Background, objectives, method

Impact of events

Response to events

Smokers who engage with events

Event reports

Bringing it all together

3

London Smoking Cessation Events less effective

» Smoking prevalence reducing over time but still a significant problem

» Smokers who use NHS services have a higher chance of quitting than those that go it alone

» NHS Smoking cessation events held nationally

» Recruitment events targeting smokers and quitters found to be a good way to recruit for local Stop Smoking Services

» Inconsistency in events regionally, with London events not always as successful as in other regions

» 45 events scheduled to take place in London in October/ November 2008

» Research required to discover how events may be improved to build into event planning for January 2009

5

Integrated research method recommended

Stage 1: At event Stage 2: Follow up

Face to face Quantitative

research

• Stand interacters (284)• Those that noticed but

did not interact (115)• Those who did not notice

(146)

Qualitative research

• Potential quitters (31)• Those that did not

engage with event (10)• Ex-smokers (3)

Profile different groups/ measure attitudes and behaviours towards stand and quitting

Understand attitudes and behaviours towards stand and quitting in detail

Telephone Quantitative

research

• Mainly stand interacters (132)

Quantify follow up behaviour

Observation & 44 brief intercept interviews at London events in:Holloway 1 dayIlford 1 day

Newham 1 day Orpington ½ dayCatford ½ day

9

Smoking habits and attitudes

10

Almost a third smoked 20 or more cigarettes per day. Those who interacted with the stand were more likely to be smoking 10 or more a day

24%

45%

31%

19%

50%

31%

29%

38%

32%

31%

40%

28%

1-9

10-19

20 or more

All

Interacted

Noticed

Not noticed

Base : 545/ 284/ 115/ 146

RQ5 - I have a few questions to ask about smoking. Can I check, on average, how many cigarettes do you usually smoke per day?

Number of cigarettes smoked per day

11

Three in five had been smoking for more than 10 years

3%

10%

25%

63%

3%

9%

26%

62%

2%

8%

25%

65%

3%

14%

21%

62%

Less than a year

A year or so (1-3years)

Several Years (4-10 years)

More than 10years

All

Interacted

Noticed

Not noticed

RQ6 - Roughly how many years have you been smoking for?

Number of years smoked

Base : 545/ 284/ 115/ 146

12

Smokers’ attitudes: the free child vs the sensible adult

Free child

» Pleasure seeking; silly; ‘fun’

» In denial; defensive; self-sabotaging; makes excuses

» Short-term; irresponsible

» No thought / fear of consequences

» Emotional

Sensible adult

» Serious; sensible; ‘not fun’

» Weighs evidence; acknowledges reality; seeks advice; no excuses

» Long-term; responsible

» Aware / fearful of consequences

» Rational

Addictive nature of smoking sets up complexpsychological dynamic – internal ‘war’

“I think about giving up, but it’s something I enjoy. I have a very stressful

job and you want a cigarette to get away from the computer for a while …

the other side of it is I don’t like being told what to do or being told I’m a

social leper!” Female, potential quitter, Holloway

.

13

Reasons for quitting

» These are often more rational than emotional

» Financial Particularly an issue in these difficult economic times

» Health Serious warnings from doctor; pain; cough; low energy; numbness etc

» Pressure from other people Wife / girlfriend unhappy / threatening (to leave them)

» Concerns for other people Especially children

14

Verbatims: Reasons for quitting

“I want to give up because I’m sick of it and I know it’s bad for me…bad

cough and numbness …I’ve got three children and I’ve started thinking

about them.” Male potential quitter, Ilford

“I want to be off them by Christmas. I know I’ll feel better healthwise because

I did when I gave them up for a year. You know, I had more energy,

everything. I want to be able to say to people, ‘No, I don’t smoke any more.’.”

Female, potential quitter, Ilford

“I wasn’t going to stop but then I thought, it’s either now or never, I’ll be dead in a few

years if I don’t hurry up so I thought I better stop [at the stand].” Male potential quitter,

Orpington

“I’m trying to save for my nephew’s birthday and I ain’t got enough. Now, if I

quit I could actually go in the bank and draw out money…It probably costs me

about £13, 14, 15 a week, every week….and if I’ve got people around I give them

fags and then I’ve got to buy them again. It’s a lot of money.” Male potential

quitter, Catford

15

Smokers and quitters: how it feels (at first)

Smokers

Emotional relationship

with their habit

Potential Quitters

Beginning to engage with

‘rational’ reasons to quit

Stopping smoking

Being sensible;

feels like no fun

Quitting means having to be a ‘grown up’ all the timeTake a long-term attitude

Uncomfortable move from ‘free child’ to ‘sensible adult’

Also, overcoming short-term cravings

17

Smokers who engage with events

18

Characteristics of smokers who engage with events

Prompted (Majority)

» Approached by staff

» Become warm to the idea

» No expectations

Spontaneous (Minority)

» Actively looking for help

» Self-motivated

» Expect to get some support Offer satisfactory to most

Two kinds of interactions

“It was only because she stopped me.”

Male potential quitter, Catford

Most had ‘given up’ many times in the past

Receptive to messages & interactions; ‘sensible adult’ mode

19

Verbatims: Reasons for engaging with event

“The staff are very approachable; they’re everyday people, who

know what they’re talking about. They’re not pushing things at you.”

Female potential quitter, Ilford

“The lady said someone will contact me, so as soon as that happens I’ll try to

stop… I was going to make an appointment for the doctor’s but I haven’t got

round to it, but having this information has helped me a lot.” Female, potential

quitter, Orpington

“Talking to him has made me think about my quality of life, and how I’ve got to stop.”

Female potential quitter, Orpington

“I just seen the advert [4 times more likely] and the Support. I seen it was NHS –

National Health, innit?” Male, potential quitter, Catford

20

Over a quarter of those who interacted with the stand were serious quitters

1%2%1%

16%24%

4%12%

23%

17%

8%

14%

16%20%

10%

13%

15%

15%

24%

19%

3%

5%

7%

6%

18%7%

22%

18%

8%10%

26%18%

Not noticedNoticedInteractedAll

I really want to stopsmoking and intend to inthe next month

I really want to stopsmoking and intend to atNew Year

I really want to stopsmoking and intend in thenext 3 months

I really want to stopsmoking and hope tosoon

I want to stop smokingbut haven't thought aboutwhen

I think I should stopsmoking but don't reallywant to

I don't want to stopsmoking

Don't knowRQ7 - Which of the options on the card best describes you?

Intentions for giving up smoking

Serious quitters

Happy smoking

Base : 545/ 284/ 115/ 146

21

Smokers acknowledge quitting is easier with help and that help is available

2%7%

2%5%

38%

2%5%2%

17%

5%7%6%

22%

30%15%

29%

21%

57%70%

58%

If I choose to Ican quit smokingmyself and don't

need help

The NHS hassupport servicesto help you quit

smoking

Giving upsmoking on your

own is hard

There is a lot ofhelp nowadays

for smokers whowant to give up

Agree strongly

Agree slightly

Disagree slightly

Disagree strongly

Don't know

Base : All respondents 545RQ8 – Agreement with statements about quitting smoking

Agree net: 88% 86% 86% 43%

22

Those who interacted with stand were more likely to think that they needed support to quit

88%

86%

86%

43%

90%

93%

89%

36%

89%

77%

87%

50%

82%

79%

80%

51%

There is a lot ofhelp availablenowadays forsmokers who

want to give up

Giving upsmoking on your

own is hard

The NHS hassupport servicesto help you quit

smoking

If I choose to I canquit smoking bymyself and don't

need help

All

Interacted

Noticed

Not noticed

RQ8 – Agreement with statements about quitting smoking

All agree strongly/ slightly with each statement

Base : 545/ 284/ 115/ 146

23

More interest and previous attempts at quitting evident amongst those who interacted and/ or noticed the stand

14%

36%

50%

17%

39%

43%

10%

37%

52%

10%

27%

64%

Yes - currently tryingto quit

Yes - have tried toquit in last 12

months

Not tried/ trying

All

Interacted

Noticed

Not noticed

RQ9 - Have you made a serious attempt to quit in the last 12 months? By serious I mean you decided that you would try to make sure you never smoked again.


Base : 545/ 284/ 115/ 146

24

Almost all who interacted with the stand spoke to someone

91%

54%

33%

12%

18%

26%

3%

Speak to someone onthe stand

Sign up to receive followup advice from local

services

Sign up to receive aleaflet/information in the

post

Take a carbon monoxidelung test

Look at information/Leaflets on the stand

Pick up a leaflet to takeaway

Pick up a case study totake away

Interacted

Base : 284RQ11 - Looking at the card, what did you do at the stand?

Interactions with stand

Any: 57%

26

Majority were approached by member of staff to go up to stand

57%

37%

5%

Approached bymember of staff

Went up to standmyself

Neither

Interacted

Base : 284RQ12 - Where you approached by someone to visit the stand or did you go up to it?

29

Characteristics of smokers who do not engage with events

» ‘Free child’ mode in the ascendant

» Focus is on pleasure and the enjoyment of smoking Suggestion of giving up perceived as ‘spoiling my fun’

» Deny smoking is bad for them ‘Smoked for 40 years and in good health’; ‘have good genes’

Anti-smoking messages may be dismissed as ‘scaremongering’

» Begin producing excuses and rationalisations ‘Too stressful’; ‘You have to hit rock bottom first’; ‘I hardly smoke’

‘It’s better to go it alone’ (Asian men)

» Become defiant ‘I don’t want to be told what to do!’

31

Characteristics of ex-smokers

» So relieved and pleased they did it

» Want others to understand it’s possible Pleased that events are offering help

» Urge to share how they did it

“You knew it wasn’t good for you…there were pictures on television showing

you all the tar in your lungs and all that kind of thing, so you knew it wasn’t good

for you…but you still do it. In the end it’s you – with all of these things: smoking;

drinking; drugs, it’s down to you. It’s only me puts the fag in my mouth. It

doesn’t matter what anybody says to me; I just feel it’s down to me. ..You need

somebody who can sit and explain to you what’s going to happen – I’m not

saying they are not trained. They might all be nurses! …I think you need a bit of

medical [advice].” Female Ex-smoker, Ilford

33

Response to events

36

Interactions with stand were very positive, particularly with staff

97%

93%

87%

77%

78%

51%

8%

60%

69%

75%

58%

37%

50%

5%

Staff friendly/ approachable

Showed support available to help me

Easy to see what stand was for

Stand really attracted attention

Made me think

Didn't tell me anything new

Staff pushy

Interacted

Noticed

RQ13 – Agreement with statements about stand

All agree strongly/ slightly with each statement

Base : 284/ 115

NB: statements longer but shortened so can be read at a glance

37

Stand liked for being friendly/ informative

Base : 228/ 83

RQ14b - Thinking about the stand and your overall experience including anyone you spoke to and any material available, what, if anything did you like about the stand?

What liked about the stand Interacted

%

Noticed

%

Nothing 16 51

Friendly/ pleasant approach 20 4

Informative/ good information/ good advice 13 2

Helpful 10 -

Eye-catching/ bright/ couldn’t miss it 6 7

Clear/ very clear 6 6

Generally a good idea/ I want to quit smoking 6 4

Reassuring/ understanding/ encouraging/ not scary 5 1

All mentioned by more than 3%

39

Some mentions by those who did not notice the stand that improvements to stand may attract more interest

Base : 107

RQ14f - Looking at the stand what, if anything about it would encourage you to approach it, or to talk to the staff working on the stand?

What would make approach stand/ talk to staff on stand Not noticed

%

Nothing 42

If it was bright/ more colourful 8

Friendly/ approachable staff 7

If I wanted to quit smoking 7

More eye-catching/ if it stood out more 5

Reference to smoking, e.g. a ‘stop smoking’ sign 7


42

Impact of experience on quitting

43

Almost all had received some information or telephone contact

55%

45%

29%

10%

17%

18%

Leaflet/ information pack with adviceabout how to quit smoking

Leaflet/ information pack with details ofmy local Stop Smoking Service

Telephone call from a local Stop SmokingService/ a Local Stop Smoking Advisor

Telephone call from the NHS SmokingHelpline

Other

Nothing

All

Base : All who signed up for information at RQ11 78

PQ.5 You said that you had signed up to receive further information at the stand. Have you received any of the following?

Other mentions less than 10%

Information received

44

Most have taken actions towards quitting since visiting the stand

55%

53%

47%

47%

20%

17%

15%

14%

Discussed giving up with family/ friends

Cut down on the amount I smoke

Read material I was provided at the stand

Set a date to give up smoking in the near future

Spoken to someone about stopping smoking

Booked an appointment with a Stop SmokingAdvisor

Discussed giving up with GP/ other healthprofessional

Spoken to someone about the stand

All

Base : 132PQ.6 After visiting the stand have you done any of the following?

Actions taken after visiting the stand (prompted)

Only 6% have not taken any

action

Nets:

Hard measure: 70%

Taking steps: 75%

Thinking: 59%

46

Visiting stand has prompted various steps towards quitting, if limited success in quitting itself

47%

37%

36%

27%

13%

12%

11%

Read material I was provided at the stand

Cut down on the amount I smoke

Discussed giving up with family/ friends

Set a date to give up smoking in the nearfuture

Spoken to someone about stoppingsmoking

Spoken to someone about the stand

Booked an appointment with a StopSmoking Advisor

All

Base : All who took at least one action at PQ6 124PQ.7 And did you take any of those actions as a direct result of visiting the stand?

24% did not take any action as a direct result of

visiting the stand

Actions taken as direct result of visiting stand (prompted)

Nets:

Hard measure: 47%

Taking steps: 61%

Thinking: 41%

48

Post event sample are more serious about quitting than on the day: perhaps interventions are having an impact

1%2%5%6%

11%11%

11%

23%11%

9%

33%20%

23%29%

4%

Post eventAt event

Have quit

I really want to stop smokingand intend to in the next month

I really want to stop smokingand intend to at New Year

I really want to stop smokingand intend in the next 3 months

I really want to stop smokingand hope to soon

I want to stop smoking buthaven't thought about when

I think I should stop smoking butdon't really want to

I don't want to stop smoking

Don't know

RQ7/ PQ12 - Which of the options on the card best describes you?


Serious quitters

Happy smoking

Base : 132

49

Stand had impact in generating positive word of mouth

PQ.10 You mentioned you have spoken to someone about the stand and activity. How many people did you speak to?

PQ.11 When talking about the stand, were you talking about it...

18 people (14%) had spoken to someone about the stand

4 to 1 person7 to 2 people2 to 3 people

5 to 4+ people

Almost all talked about the stand in a positive way (1

negative)

53

Event reports

60

Venues used in quantitative interviewing:Summary of ‘success’ taken from Carlson sign ups

Shopping centresSupermarkets Other

Sainsbury’s Hendon 18th/19th

Morrison’s Holloway Rd

ASDA Kingston

ASDA Leyton

Sainsbury’s Nine Elms

ASDA Wembley

The Mall Bexleyheath

Centrale

Palace Gardens

St George’s

Kew Retail Park

The Mall Woodgreen

St Nicholas

Vicarage Field 5th/12th

The Walnuts

Bromley town centre

Croydon town centre

Ilford town centre

Queen’s Market

Rayners Lane Station

Victoria Market

M

H

H

M

L

H

LHH

H

L

H

M

LM

L

M

L

L Fewer than 20 sign ups

M 20-35 sign ups

H Over 35 sign ups

M

M

M

Avg. – 53 Avg. – 22 Avg. – 36

61

Day quantitative interviewing took place:Summary of ‘success’ taken from Carlson sign ups

Weekday Weekend



ASDA Kingston

ASDA Leyton


ASDA Wembley


Bromley town centre

Palace Gardens

Ilford town centre

Kew Retail Park


St Nicholas

Vicarage Field 5th/12th

Victoria Market

The Walnuts

Centrale

Croydon town centre

The Mall Woodgreen

Queen’s Market

St George’s

M

H

H

M

L

H

L

HH

L

H

M

LM

L

M

L


M 20-35 sign ups

H Over 35 sign upsM

M

M

H

Avg. – 37 Avg. – 24

62

Quantitative interviewing indoor/outdoor:Summary of ‘success’ taken from Carlson sign ups

Indoor Outdoor

Bromley town centre

Croydon town centre

Palace Gardens


Ilford town centre

Kew Retail Park

Queen’s Market


Vicarage Field 12th

Victoria Market

M

H

H

M

H

L

M H

L

H

M

M

L

H


M 20-35 sign ups

H Over 35 sign ups

M

ML

M

H


Centrale


ASDA Kingston

ASDA Leyton

The Mall Woodgreen

St George’s

St Nicholas


Vicarage Field 5th

The Walnuts

ASDA Wembley

L

L

L

Avg. – 38 Avg. – 30

63

Quantitative interviewing presence of smoking advisor:Summary of ‘success’ taken from Carlson sign ups

Smoking Advisor No Smoking Advisor

Bromley town centre*

Centrale

Croydon town centre*

Sainsbury’s Hendon 18th/19th*

Morrison’s Holloway Rd*

Ilford town centre

Kew Retail Park*

ASDA Kingston*

ASDA Leyton*

Queen’s Market

Rayners Lane Station*

St George’s*

St Nicholas

Vicarage Field 5th

Victoria Market*

The Walnuts

ASDA Wembley*


Palace Gardens

The Mall Woodgreen


Vicarage Field 12th

M

H

L

M

M

L

LM

M

H

M

LM

L

H


M 20-35 sign ups

H Over 35 sign upsH

H

M

H

L

H

L

* CO testing took place at the venue

Avg. – 38 Avg. – 21

70

Ilford Town Centre

Thursday, 14th November

Key Facts

Location: Town Centre• Outdoors• No other stands nearby

Redbridge

Stand description: • •

(additional photos available)

Data capture forms collected:

Estimated number of visitors to stand: 90-100

51

Who visited (research contacts):• Smokers: 26• Non-smokers: 9• Ex smokers: 13

Staffing: • 3 staff on stand• Smoking advisor• No CO testing

Stand description: • Table stand• Trailer• Banners

The location was relatively quiet but a large number of people engaged with the

stand and trailer. There would perhaps have been even more interaction

if the trailer had been facing the shops rather than the high street.

87

Smoking cessation events in context

» Responses to smoking cessation events / messages vary Due to the emotional vs rational reactions

» While potential quitters on the lookout / warm to the idea of support receive the messages and interactions positively (in ‘sensible adult’ mode), others quite often respond (childishly) negatively Perceive events as ‘judging’ - triggering guilty, defensive feelings

» Local retailers object to event / collude with smokers who ‘act out’ Creates uncomfortable, even hostile, environment

» Staff often the butt of negativity – from passers-by and venues Mockery; rudeness; unhelpfulness; grudging fulfilment of obligations

88

Stands can have competition

» Small and lacking in impact Easily overlooked

» Other stands nearby often compete and confuse With offers such as energy; private

health insurance; charities

89

Locations sometimes less than ideal

» Venues / locations often less than ideal Away from main shopping areas;

crowded in narrow entrances

» Unfavourable environments Football fans; territorial retailers;

not under cover

90

Staff can be the biggest asset

» In the absence of an impactful stand, staff hadto work hard to attract smokers attention

» Widely praised for their pleasant and knowledgeable approach emotionally intelligent; non-judgmental; kind

» Indications, however, that negative staff attitudes / lack of interest can be particularly undermining may need motivating

“He was very sympathetic to my problems, he was very, very

nice, not pushy.” Female Potential quitter, Orpington

“I think they’re very good; very informative; they know their stuff. Really

useful.” Female, Potential quitter, Ilford

91

Time of year, has good and bad points

» Weather cold, often wet and overcast Discourages passers-by from stopping and engaging

» Staff in hats / scarves not easily identifiable / clearly branded Also, hard (esp for elderly / non-English speakers) to hear what they say if

muffled up

» Appropriate but narrow window of time (9.45 until 4.00) Avoids morning rush; impractical to continue after dusk (around 3.30)

however

» Indications that winter affects smokers’ health / sense of wellbeing

» Expense of Christmas and New Year’s resolutions possibly work in favour of smoking cessation

» Credit crunch beginning to hit Especially Routine & Manual workers

92

Time of year: illustrations of its impact

94

Most happy with experience they had. Few mentions of improving stand out or content of stand

Base : 228/ 83RQ14c - And what if anything would you improve about the experience you had?

What would improve about experience they had Interacted

%

Noticed

%

Nothing 46 49

Make it more eye-catching/ bolder advertising/ bigger and bolder writing

8 5

Needs to be brighter/ a more colourful stand/ brighter colours

6 11

Should have more pictures/ placards/ posters 6 7

Show damage/ harmful/ shocking effects 4 4

Make it bigger/ bigger stand 3 4

Should give out freebies/ free patches/ gum 3 1

Provide more information 3 -

Better location 1 2


96

Opportunities to build on: trailers

» Trailer connotes space for individual attention / assessment Disappointing if advisers are not present

» Parking trailer for maximum impact Broadest side / eye-catching images

facing areas of highest footfall

“I thought there and then they would give you

advice but the appointment is next week. It’s a

delay, isn’t it? Next week, again!...I would like

someone to counsel [me] there and then.”

Male potential quitter, Ilford

97

Opportunities to build on: branding

» NHS branding adds credibility, authority and financial appeal Logo could be much larger and at eye-level or above

» Message of support not always linked to smoking

» Some indication that ‘Stop Smoking, Start Living’ message has resonance and could be more prominent

» Stands often competing with other enterprises To have standout they need to be colourful, exciting, impactful

» Care and concern of staff currently speaks to smokers’ emotional side Theatre; fun; music; colour also help overcome rational messages / implied

criticism

“[Would be more likely to notice] if there was someone dressed up

as a big cigarette, chasing you!...It’s getting people’s attention ‘cos

they’re laughing; people would see the funny side of it - you see it

on telly, don’t you, all things like that.” Female, smoker Catford

98

Research suggests a two pronged approach to take forward

» Some common themes emerging which suggest direction events could take

» This is both in practical terms and in overall tone and engagement

» Taking steps will help build on success of events, which could be more consistent

Examining venues, locations, times,

collateral, and visual stimulus

Could process better engage with emotional

responses to encourage more

smokers to interact?Making it easier for quitters to notice and interact with the stand

Broadening appeal of activity

99

Events and the quitter

Smoking cessation messages largely rational

Stands easily overlooked and not much fun

Staff and some images have emotional appeal(where staff fail to meet emotional needs this is

doubly damaging to the event’s success)

Offer of support – phone contact, pack, local group etc. -has many emotionally satisfying elements

Challenge is to inject more emotional elements to appeal to the ‘free child’

100

Practical recommendations (1)

» Careful considerations of: Stand location – not always in busy areas, or in the centre of busy areas Other activity taking place – danger of confusion with credit card/ utility stand Days of week – being in the winter, daytime only practical Other events taking place (e.g. football matches) – can be very disruptive

» Staff are central to the process Broadly viewed as positive element Where less motivated is damaging to success of event as a whole

• Little reason for quitters to otherwise approach

» Time of year worth considering Cold and wet weather means outdoor events may have difficulty in attracting

interest But cold does impact on smokers health and therefore may prompt action In addition, coming up to New Year

101

Practical recommendations (2)

» Usage of collateral and stand visual appeal Some evidence that stand out could be improved

• More signposting

• More engaging visually

• Larger presence

» Smoking Advisors Would help in ‘seizing the moment’

Should be present in trailer events

Carbon monoxide testing could help in engaging the emotional response

102

Overall views of experience

103

Friendly, but informative approach was appreciated

Base : telephone 132

PQ3. Now thinking about your experience with the stand including anyone you spoke to and any material available and any follow up calls and information you may have received, what if anything did you like about the experience?

What they liked about the overall experience %

Friendly/ pleasant approach 48

Informative/ good information/ good advice 29

Helpful 20

Generally a good idea/ I want to quit smoking 18

Reassuring/ understanding/ encouraging/ not scary 11

Was sent information in the post 8

Received a follow up call 5

Direct/ to the point 4

Liked the tests/ carbon monoxide test 2

Clear/ very clear 2

Eye catching/ bright 2

Gave contact details 2


104

Positive associations with stand and activity were found. Few negative words used to describe experience

91%

90%

84%

73%

72%

51%

44%

17%

11%

11%

Helpful

Relevant to me

Interesting

Engaging

Motivating

Thought provoking

Clinical

Discouraging

Boring

Patronising

All

Base : All respondents 132

PQ.13 Thinking about the stand and your overall experience including anyone you spoke to and any material available or that you were subsequently sent, which of the following would you associate with the experience you had?

Words used to describe experience (prompted)

106

Bringing it all together

107

Conclusion: events are generating positive outcomes but could be doing so more uniformly and to a greater degree of success

» Smoking cessation events in London did generate success Positive responses were found amongst those who interacted

Outcomes were evident including date setting, discussion of quitting and in some instances quitting altogether

They also generated positive word of mouth

» Some evidence that impact limited because of features of process of engagement and in some instances the events themselves due to venues and other practical considerations Two pronged approach recommended to help events extend reach

• Practical considerations around event format and location

• Discussion of ways that events could better engage with less interested quitters

112

To summarise: our recommendations are a review of venues, stand and messaging

Our recommendations would be as follows:

» Analysis of events that worked and didn’t work this year To input into planning for future activity

Careful selection of venues and locations

» Review stand itself and messaging Some evidence that stand could be better signposted and branded to

attract more attention

Perhaps more focus on how to engage with emotional rather than just rational side to smokers

Ways of provoking thought in those who are not yet serious quitters

» Some further element of capturing momentum of initial interest Better use of trailers/ CO testing

More detail on recommendations can be found in deck

Documents

1 London Smoking Cessation Event evaluation Presented on December 16 th 2008 By Rosemary Cowan and Anwen Page London Social Marketing Unit