NHS Wirral - 4 weeks, 4 rewards

NHS Wirral wanted to encourage members of ethnic communities to quit smoking.

It launched the 4 weeks, 4 rewards campaign, which was based on an incentive scheme.

Each week a smoker went without tobacco, they could choose vouchers for food, travel, their family or their community. The value of the reward increased the longer a smoker stayed with the programme.

Based on insights from the smoking cessation teams working within BME communities, the campaign uses iconography to help overcome the language barrier and a fear of engaging with local services.

Corporate Culture supported the campaign with insight, strategy and creative delivery. It exceeded NHS Wirral’s target number of quitters by 2.5 times.

“Corporate Culture were very innovative in designing the creative materials. Their use of qualitative research in the communities enabled them to quickly produce communications which were key to delivering the intervention. The simplistic use of symbols transcended the language barrier and motivated tobacco users to engage with the stop smoking service, through the use of community-placed ambassadors.”

Sue Drew, Deputy Director of Public Health, NHS Wirral

For more information, read the PDF.