Stop smoking services - engaging routine and manual workers
ICE's social change team 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 behaviour change goal was to increase the number of men and women from this target group accessing Stop Smoking Services and ultimately drive down smoking prevalence.
This strategic behaviour change project involved joined-up working across three PCT areas (Newcastle, North Tyneside and Northumberland) with commissioners and providers, as well as leading pharmaceutical company Pfizer and Fresh (Smoke Free North East).
Our social change team helped create a stakeholder steering group to develop networks and links to key employers, citizen panels and wider community connections. Our social marketing experts gathered further primary data through focus groups, questionnaires in workplaces/ social settings, interviews with health professionals and ‘mystery shopping’ to explore the service user experience.
Our two-pronged approach over the three week intervention period included the use of a mobile Stop Smoking unit to target routine and manual workers and support sustained behaviour change. This provided direct access to CO monitors and lung age monitors, as well as signposting local ‘drop-in to quit’ sessions and Stop Smoking Services.
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.
