With you, all the way
Alongside the Scottish Government, Carat developed a campaign to raise awareness of the smoking cessation services available to smokers in Scotland looking to quit. Our campaign exceeded all of our targets, increasing unprompted awareness of smoking cessation services by 11% and driving over 50,000 visitors to the QuitYourWay website. Following the campaign, we gathered a sample of our target audience together to discuss the campaign.UK
AMBITION AND CLARITY OF OBJECTIVES
In Scotland, approximately 21% of adults were regular smokers between 2013 and 2016. The policy objective is to reduce the number of smokers to 5% of the populace by 2034.
“I’ve smoked since I was 15 and it’s really hard to quit. Every time I try, I last a day or two then give in.” Claire McDonald, 41
Smoking prevalence is highest in the most deprived areas of Scotland, ranging from 35% in the most deprived quintile of the population to 10% in the least deprived.
The 20% most deprived areas of the country accounted for 36% of quit attempts, but just like Claire, these attempts so often result in relapse; two-thirds of smokers have at least one failed attempt before successfully quitting and research shows that the first 72 hours are critical for success.
“I’ve seen ads for Nicorette loads, but they just want us to rely on them instead of Lambert & Butler” Billy Fraser, 41
The £19.6m of annual ad spend from the Nicotine Replacement Therapy (NRT) category does an excellent job of driving contemplation and action, but it is only one tool available to quitters. The cynicism Billy displays is a result of feeling unsupported beyond the NRT counter over the course of multiple quit attempts.
Pre-campaign research showed that in recent years, quit attempts being made through Smoking Cessation Services were in continuous decline. 48% of smokers, just like Chloe, make at least 3 unaided attempts to quit, but only 7% of quitters’ access smoking cessation services.
“I don’t really know where to go for help”- Chloe Munro, 28
The role for the campaign was clear;
• Increase spontaneous awareness of the smoking cessation campaign among C2DE 25-54-year old adults in Scotland.
• Increase the motivation to quit amongst the target audience, increasing the percentage of smokers highly motivated to quit.
• Increase the proportion of the target audience actively trying to quit.
STRATEGIC THINKING AND EFFECTIVE PLANNING
Our campaign had two primary jobs to do;
• Improve awareness of the Quit Your Way phoneline, website and wider smoking cessation support services.
• Drive smokers contemplating or intending to quit to make a quit attempt.
30% of the target audience sat in the contemplation phase of Prochaska’s stages of change model with Brian, seeking change but not yet acting and a further 22%, like Maggie, sat in the Determination and Action stages, but had not successfully quit.
“I’m trying it’s just hard.” Maggie Johnston, 52
Quitting isn’t easy, or fast but we know that it can be contagious. When one person quits smoking, their closest contacts become 36% less likely to be smokers and geographical distance doesn’t weaken these behavioural influences.
“I know I should quit, but i get so caught up in other stuff I just never get around to it.” Brian Gibson, 47
The primary barrier to quitting is self-doubt and lack of continued support, but the PRIME theory of motivation and the SNAP model of smoking cessation helped us understand that quit attempts are determined by immediate desires. Getting through the first 72 hours of a quit attempt are critical to success, but equally important is empowering people to tailor a quit plan that suits them.
We needed a strategy that could bring the core, Get Through 72, message front-of-mind quickly, but be present with people through their spontaneous quitting journey. No attempt would be identical to another. We needed to show people that we were with them all the way, that there were lots of tools and tactics for them to use during their quit attempt and that there were so were many others out there just like them.
“I need support, even if I slip up” Maggie Johnston, 52
With you, all the way
Crushing the Craving
We raised awareness of the core Get Through 72 message when people were likely to experience a trigger to light up. We needed to use broad reaching channels to re-engage with smokers at the most relevant times throughout their day and get Chloe, Brian, Maggie and the wider audience to think about quitting - either again, or for the first time and motivate them to take action.
“Rome wasn’t built in a day” - Brian Gibson, 47
Beyond the 72
A long-term communication commitment to engage, prompt, remind and support smokers as they progressed through their unique quit journey.
Delivering a mix of emotional and rational messages to increase knowledge of the breadth of support services available and ensure people knew they could tailor a quit journey to them. Once again up-weighted to times we knew cravings were higher.
Quit, as One
We needed to leverage the contagious aspect of quitting to inspire Billy, Maggie and others to continue their quit journey and leant on trusted media partners to share the conversation of real quitters to do so.
ORIGINALITY, CREATIVITY, EXECUTION AND IMPLEMENTATION
We front-weighted campaign budget in the first four weeks (April – May) across the primary broadcast channels. Our target audience had to see the message more than once to make sure that the core message stuck and drove interest for them to find out more and make a quit attempt.
To achieve this, we ran 30” airtime on STV, Channel4 and ITV Breakfast and upweighted the schedule in the morning and peak dayparts to reflect the audience’s viewing habits and the times they are most likely to crave a cigarette.
To drive incremental reach to linear TV viewing we used VOD, where we included an overlay to add a response mechanism, driving people through to the Quit Your Way website.
Radio delivered cost efficient additional reach and frequency on a channel the audience regularly listen to for companionship.
We used Paid Social to deliver the core video message. When a person like Chloe viewed the video, we retargeted them with a single image advert including a call to action to visit the Quit Your Way website. In addition, we retargeted people that visited the site to encourage them to visit again. This ensured that we supported smokers as they explored quitting options both during and beyond the 72.
On-site they could find the helpline number, webchat, face-to-face services local to them, a quit guide, cost savings calculator and overview of the benefits of giving up.
In digital display we used the Social Card format to drive additional awareness of the alternatives to smoking, and up-weighted the activity to key craving moments.
The campaign had to support quitters for much longer than an airtime led approach could afford. To add campaign longevity, frequency, a constantly evolving message and to gain from the stations trusted voice with viewers we partnered with STV and sponsored the station from May to July.
In partnership with STV, we created contextually relevant messages for each genre of programming and linked the programming directly to the creative. In addition to linking with the programme, each creative showcased a different aspect of the support available; patches, chewing gum, helpline and face-to-face meetings.
We used the STV street team to create videos of real people sharing their quit experiences and included these in our Paid Social campaign to encourage people to join the wider movement and quit, as one.
SCALE AND EVIDENCE OF RESULTS
To measure the performance of the activity, we used several data points to truly understand both advertising effect and behaviour change. Our campaign set out to affect three primary categories;
“Quitting is hard on your own, I didn’t know there was so much support out there”- Chloe Munro, 28
We exceeded our unprompted awareness target of 10%, achieving 11% among C2DE 25-54-year olds.
In addition, we improved prompted awareness of the helpline from 8% to 16% and the website, from 7% to 14%.
Overall, we brought smoking cessation front of mind for the core target audience and more specifically made people aware of the range of options from where they could access help.
Beyond addressing the issue with awareness of the cessation services, we needed to increase smokers’ motivation to quit.
We moved a significant percentage of intenders into the ‘very/extremely motivated’ mind-set – from 23% pre- to 31% post.
We also moved rejectors out of the ‘not at all motivated’ category which dropped from 68% pre- to 64% post. We opened more minds to the idea of support; ‘There are no support services I think are relevant to me to help me to quit’ dropped from 31% pre-to 20% post.
“I finally got over the hump and went for it, I’m not going to fail this time” - Brian Gibson, 47
Finally, we saw impressive action because of the campaign;
• Over 60,000 visits to Quit Your Way.scot – a huge 5,277% yearon- year increase.
• A 50% increase in calls (1,207).
• 2,137 Quit Pack requests (with online requests up 233% YoY).
• Online visits to Local Services content and searches for ‘Services in my area’ both up 120% YoY.
• A 910% increase in webchats.
• 356 referrals to local services.
Switching from a burst-and-done approach, to a long-term drip strategy proved to smokers that we were with them all the way on their unique journey to quitting smoking. 2018 saw remarkable engagement with the online and phone cessation support services and helps us on our way to our goal for 2034.