Www.illicittobacconorth.org Tobacco leads event, 31 August 2011 David Wiggins, Strategic Programme Manager North of England Tackling Illicit Tobacco for

www.illicittobacconorth.org

Tobacco leads event, 31 August 2011

David Wiggins, Strategic Programme ManagerNorth of England Tackling Illicit Tobacco for Better Health Programme

Tackling supply and demand


What we’ll cover

• Progress two years on from Programme launch• What’s coming up in the North West• Sharing our experience and lessons learned


Progress – two years on

• Programme officially launched in July 2009

• UK Centre for Tobacco Control Studies carrying out independent evaluation

• Tracking data 2009 – 2011 (NEMS market research)

• Evaluation of Get Some Answers campaign by independent research company


UKCTCS interim report

‘The programme has provided the context for different players to come together, and catalysed a significant increase in partnership working around illicit tobacco’


Tracking data (NEMS) 2009 - 2011

• The number of smokers admitting that they buy illegal tobacco is down by 2% (from 19% to 17%)

• Amongst 16 to 24 year olds the fall is greater (down 5% from 28% to 23%)

• Market volume decreased by 11% at a time when smokers classified as struggling financially increased from 20% to 25% - researchers expected economic hardship to push up demand

• ‘Friends and family still main source but shift to shops’


Tracking data (NEMS) 2009 - 2011

• Willingness to report trading increased by 4% (from 26% up to 30%) and remained high (74%) if selling to children

• ‘Comfort’ levels with the trade decreased by 4% amongst smokers (down from 18% to 14%)

• The trade is becoming less of a social norm e.g. in 2011 53% of buyers agreed ‘everyone does it’ compared to 65% in 2009 (a fall of 12%)

• Awareness levels amongst non-smokers increased from 50% to 67%


NEMS conclusions

‘There have been tangible and measurable shifts in attitude towards illicit tobacco, especially among smokers, with increasing levels of discomfort over the last two years….The increase in the number of people struggling financially will undoubtedly have increased the attraction of cheap illicit tobacco, but despite this consumption has still fallen. This clearly demonstrates the effectiveness of changing attitudes and the causal relationship between attitude and purchase’


Trading Standards NW YP survey

52

68 67

5660

50

3641 42

2832

28

0

10

20

30

40

50

60

70

80

2007 2009 2011

% R

esp

on

de

nts

Single cigarettes

Cigarettes with health warnings indifferent languages

Cigarettes from other sellers

Fake cigarettes

Compared to 2009, there has been a significant decline in % of respondents claiming to purchase cigarettes with health warnings in different languages (-10%). There has also been an decrease in the number of respondents buying fake cigarettes (-4%)

Have you ever bought…?


Get Some Answers evaluation

• Phase one of the campaign (June 2010) reached over half (53%) of target audiences

• 70% said it had made them more aware of problems caused by illicit tobacco

• Two thirds said it would make people think twice about buying

• ‘Overall, the research suggests that the campaign has been effective in highlighting the negative consequences of illegal tobacco and shifting the attitudes of the target audiences’

• Significant increase in calls to Crimestoppers – main intelligence source


Get Some Answers next steps

• Phase one, stage two in February 2011 also yielded significant calls to Crimestoppers, higher levels of awareness and attituidinal shifts as identified by NEMS

• Phase two now being planned with The Hub• Likely in October: regional elements will include radio,

beer mats, updated retailer pack, new posters to reflect revised messages to public, retailers and publicans


GSA revised messaging

• Public: ‘illegal tobacco increases number of youngpeople who smoke’

• Retailers: ‘You’re doing your bit as a responsible retailer’• Publicans: ‘The sale of illegal tobacco on your premises

is illegal and could cost you your license’• Option for community champions programme at local

level if local funding available (using lessons learned from Blackpool)


Embedding messages at community level

• In order to maximise on this reach and deepen the

penetration of messaging within each PCT, a

Champion approach is advocated

• Evidence gained from 2 pilots conducted during

Phase One in Blackpool and Salford

• Evidence built upon through 2011 Blackpool

Champion project.


The ideal Champion

SKILLAccessible, confident,

influential, supported and trained


The ideal Champion

• Those with a will are likely to be:

• Volunteers

• Retailers

• Publicans

• Councillors (including ex councillors)

• Area Partnership Board Members

• SSS

• Housing Associations


Identification, training & support• Recruit via:

• Snowballing via existing database of contacts known to PCT

and colleagues

• Community outreach

• Attendance at meetings

• Train through:

• Initial engagement meeting

• Second training meeting

• Support with:

• Tools (leaflets, posters, stickers, media training)

• Telephone, face to face and email support

• Links with local teams and media


Champion activity

• 10 weeks including

• Structured events/ talks

• Ad-hoc conversations

• Distribution of material

• A resource for local community to

• Hand in illicit tobacco

• Share intelligence


Evaluation

• Structured but tailored approach to evaluation

• Face to face

• Telephone each week

• Pre and post questionnaires


CostsPhase and Description of Phase CostMEETINGS + PROJECT MANAGEMENT £2,337.00Client Meetings x 2Project management throughoutIMPLEMENTATION - CHAMPION ACTIVITY IN PCT HOTSPOTS £12,450.00Recruitment of up to 12 Champions - desk and outreachTraining via 2 meetings

Ongoing support (face to face, telephone and email) throughout 10 weeks

Evaluation report of reach, Champion insights

Final meeting in each area to share learningsEXPENSES tbc

TOTAL NET EXC EXPENSES £14,787.00VAT £3,157.40GRAND TOTAL £18,944.40

Cost savings to be achieved if co-located PCTs combine budgets

Expenses to be costed on individual basis


Sharing our experience

• Work underway to develop a toolkit to cover:- Developing partnerships- Gathering intelligence and delivering enforcement- Marketing and communications- Assessing progress

• Department of Health has expressed interest in joining up with this work

• Slots at national conferences (e.g. Local Government Association event in Manchester; ASH Wales)

• Symposium at World Tobacco Conference in Singapore, March 2011

Documents

Www.illicittobacconorth.org Tobacco leads event, 31 August 2011 David Wiggins, Strategic Programme Manager North of England Tackling Illicit Tobacco for