NHS Wirral - Your reason, your way

In some deprived areas on the Wirral, more than 60% of the population smoke.

Working with NHS Wirral, Corporate Culture formed a partnership with ASDA to offer smokers an incentive – quit for 4 weeks and receive a reward, and the chance to win £500 worth of shopping vouchers.

Research insight revealed that members of our audience wanted to give up in their own way, and responded best to images of people like them.

In response, we created the Your reason, your way campaign, using images of local people to promote personalised stop smoking treatment. In addition to campaign communications, a quit kit and website, a trailer visited different parts of the Wirral signing people up to stop smoking services, and offering advice on quitting. Support was offered through phone, text and other means.

Our quit smoking experts engaged with over 25,000 people in the first two months of the campaign activity, with a total of 1,301 quitters registered as a result.

A recent evaluation explored the service’s effectiveness, accessibility, appropriateness and impact. It found that 28% of service users claimed to have quit successfully – a high percentage for such a hard-to-reach audience. Of those that still smoke, 57% have attempted to quit again in the last 6 months. In addition, around 81% of the people who visited the campaign trailer claimed it encouraged them to quit smoking, while 75% went on to tell somebody else about it.

Notably, around 84% of users who received the self-help quit kit said it made them think that quitting smoking was achievable.