NHS East Lancashire PCT awarded Concept4 the branding contract for the Stop Smoking Service in response to our visuals for the “Your Way” campaign.
Extensive focus group and research work had been undertaken to discover the local communities perception of the service and their feelings towards smoking cessation advertising. Findings showed a wide spread negativity about current shock tactic campaigns and a general distrust about the service and the level of support it would offer.
Our approach was simple, we worked from the tagline “Your Way” which we believe gives ownership of the giving up process to the general public, it also brings into focus the reality of the Stop Smoking Service which is a structure that offers support and advice to “quitters” on an individual basis. As part of the campaign we worked closely with champions who had successfully given up through the service, our rationale was that in a target group where there is mistrust the most powerful voices are those from within the community.
The campaign was delivered through local newspaper adverts and articles, radio networks and on a variety of publications distributed and displayed within local health facilities and pharmacies. Initial results have broken all expectations with a rise of over 70% in numbers of people through the door of the service compared to previous years.
