CASE STUDY: How radio helped individuals to stop smoking

Provided by Radiocentre
A mutli platform radio campaign encouraging smokers to set a date to stop smoking and to stick with it

What was the Challenge / Background of the Campaign?

Scores of people aim to quit smoking each year but for many the impetus is soon lost as willpower declines and people start smoking again. The challenge was to make people set a quit date in the first instance and ensure the momentum was upheld and that there was a sufficient support network to keep people's resolve.

What was the Campaign Objective?

To encourage smokers to set a quit date by educating them about the range of local NHS Stop Smoking Services, and rewarding them if successful. Build a nationwide team of quitters that maintained the 'smokefree' momentum.

What was the Solution?

A multi platform radio approach was used with motivational emails, a bespoke website (money saving calculators, interactive forums, advice etc) and downloadable podcats sitting alongside on-air activity. Motivational SMS texts were sent out at key times of the day such as cigarette break times and Friday and Saturday nights. Harnessing the unique friendship element that a DJ has with the listener was also crucial for this campaign. Their close involvement in the project meant they could offer the listener advice and support when they needed it most.

What were the Results?

The campaign was deemed to be a huge success with 5,196 registrations, 2,727 email registrations and 3,189 podcasts downloaded. It was the biggest community health project ever heard on Commercial Radio.

What were the Key Learnings of this Campaign?

That radio has the ability to reach people across a variety of touch-points which in this instance enabled multiple routes of support for smokers wanting to quit. This ensured a real sense of radio station involvement in the process. It also acts as a nice reminder of the positive role a radio station can play in people's lives.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details5196 registrations, 2727 email requests, 3189 downloads
16 - 24
25 - 34
35 - 44
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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