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CASE STUDY: COI - NHS 'Go Smoke Free' interactive campaign

Provided by Sky Media
The NHS launched a national advertising campaign to increase awareness of the 'Go Smoke Free' services to 16-34 year olds.

What was the Challenge / Background of the Campaign?

The NHS offers free local support that is extremely effective in getting people to quit smoking. One in every two people who use the service quit smoking just four weeks later. To get more people inspired to quit smoking and to encourage them to make use of the services provided, the NHS launched a large-scale national advertising campaign involving both above and below the line elements. With their NHS 'Go Smoke Free' campaign, not only did they want to increase the awareness of the services offered, they wanted to encourage people to take action and stop smoking.

What was the Campaign Objective?

- Increasing awareness of the 'Go Smoke Free' services to 16-34 years olds - Increasing phone calls to the NHS and driving traffic to their website - Reinforcing that using NHS support, you're up to 4 times more likely to quit smoking - Communicating the options available to viewers through the distibution of a free DVD.

What was the Solution?

The Central Office of Information (COI) knew from previous TV campaigns that by getting people to engage with an ad, to take the first step by pressing red, there was a greater chance that quitting would become a reality. The TV element comprised of 30" and 10" spots. The creative featured a man standing on top of a giant cigarette conveying the message that support services from the NHS can help you stop smoking. The ad also carried the interactive call to action - 'Free DVD ? Press Red' and 'See how other people quit'.

What were the Results?

Three different sources of research were used to measure the success of the campaign: SkyView was used to measure the number of visitors and the average dwell time; Continental and Decipher were used for additional quantitative and qualitative research. SkyView revealed that across the campaign period, 71,000 households interacted with the ad for an average of 1min 35secs. Please see attachment for full results.

What were the Key Learnings of this Campaign?

The NHS 'Go Smoke Free' campaign proved a great success. The choice of TV as a key medium and the addition of interactive allowed a broad reach and the opportunity for viewers to get started on the quitting journey by simply pressing red. The TV campaign delivered coverage of nearly 90% of UK Adults and 85% 16-34 year olds. Over 12 million 16-34's saw the ad at least once with 10.1 million seeing the ad 4 or more times.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details16-34 year old smokers
16 - 24
25 - 34
Both
All
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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