Smoking in routine & manual workers - driving positive behaviour change
ICE was commissioned by NHS North of Tyne to deliver an end-to-end social marketing campaign around smoking in routine and manual workers (RMWs). Our key behavioural objective was to increase the number of men and women from this target group accessing Stop Smoking Services (SSS) and ultimately drive down smoking prevalence.
This unique social marketing project involved joined-up working across 3 PCT areas (Newcastle, North Tyneside and Northumberland) with commissioners and providers, as well as leading pharmaceutical company Pfizer and Fresh (Smoke Free North East).
We created a stakeholder steering group to develop networks and links to key employers, citizen panels and wider community connections. Our social marketers gathered further primary data through focus groups, questionnaires in workplaces and social settings, telephone interviews with health professionals and ‘mystery shopping’ to further explore the service user experience.
Our two-pronged approach included the use of a mobile Stop Smoking unit to target RMWs and support behaviour change. This provided direct access to CO monitors and lung age monitors, as well signposting local ‘drop-in to quit’ sessions and SSS. On street engagement teams targeted smaller employers and areas of high footfall, supported by outdoor media advertising and posters in local shops, petrol stations and working men’s clubs. Our on street survey work monitored campaign recall.
