Salford City Council Smoking Cessation Campaign

Brief

According to national statistics, Salford has some of the worst health indicators in the country, one of the main reasons for this is the high prevalence of smoking. The main objective of the campaign was to increase the number of people that contacted the stop smoking service by targeting the following key audiences: teenagers, pregnant mothers or mothers with young children, male manual workers, over 55s and BME communities.

Solution

The campaign used images of ex-smokers from Salford, along with why they gave up and what the subsequent benefits of quitting have been. This gave the campaign a personal touch and represented people of different age groups and backgrounds. Smokers were able to identify with the people in the campaign and relate to their personal reasons for quitting. This campaign was adapted for billboards, taxis and magazine press and ran alongside the harder hitting national campaign.

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