1 london smoking cessation event evaluation presented on december 16 th 2008 by rosemary cowan and...
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1
London Smoking Cessation Event evaluation
Presented on December 16th 2008
By Rosemary Cowan and Anwen Page
London Social Marketing Unit
2
What we are going to cover today
Smoking habits and attitudes
Background, objectives, method
Impact of events
Response to events
Smokers who engage with events
Event reports
Bringing it all together
3
London Smoking Cessation Events less effective
» Smoking prevalence reducing over time but still a significant problem
» Smokers who use NHS services have a higher chance of quitting than those that go it alone
» NHS Smoking cessation events held nationally
» Recruitment events targeting smokers and quitters found to be a good way to recruit for local Stop Smoking Services
» Inconsistency in events regionally, with London events not always as successful as in other regions
» 45 events scheduled to take place in London in October/ November 2008
» Research required to discover how events may be improved to build into event planning for January 2009
5
Integrated research method recommended
Stage 1: At event Stage 2: Follow up
Face to face Quantitative
research
• Stand interacters (284)• Those that noticed but
did not interact (115)• Those who did not notice
(146)
Qualitative research
• Potential quitters (31)• Those that did not
engage with event (10)• Ex-smokers (3)
Profile different groups/ measure attitudes and behaviours towards stand and quitting
Understand attitudes and behaviours towards stand and quitting in detail
Telephone Quantitative
research
• Mainly stand interacters (132)
Quantify follow up behaviour
Observation & 44 brief intercept interviews at London events in:Holloway 1 dayIlford 1 day
Newham 1 day Orpington ½ dayCatford ½ day
9
Smoking habits and attitudes
10
Almost a third smoked 20 or more cigarettes per day. Those who interacted with the stand were more likely to be smoking 10 or more a day
24%
45%
31%
19%
50%
31%
29%
38%
32%
31%
40%
28%
1-9
10-19
20 or more
All
Interacted
Noticed
Not noticed
Base : 545/ 284/ 115/ 146
RQ5 - I have a few questions to ask about smoking. Can I check, on average, how many cigarettes do you usually smoke per day?
Number of cigarettes smoked per day
11
Three in five had been smoking for more than 10 years
3%
10%
25%
63%
3%
9%
26%
62%
2%
8%
25%
65%
3%
14%
21%
62%
Less than a year
A year or so (1-3years)
Several Years (4-10 years)
More than 10years
All
Interacted
Noticed
Not noticed
RQ6 - Roughly how many years have you been smoking for?
Number of years smoked
Base : 545/ 284/ 115/ 146
12
Smokers’ attitudes: the free child vs the sensible adult
Free child
» Pleasure seeking; silly; ‘fun’
» In denial; defensive; self-sabotaging; makes excuses
» Short-term; irresponsible
» No thought / fear of consequences
» Emotional
Sensible adult
» Serious; sensible; ‘not fun’
» Weighs evidence; acknowledges reality; seeks advice; no excuses
» Long-term; responsible
» Aware / fearful of consequences
» Rational
Addictive nature of smoking sets up complexpsychological dynamic – internal ‘war’
“I think about giving up, but it’s something I enjoy. I have a very stressful
job and you want a cigarette to get away from the computer for a while …
the other side of it is I don’t like being told what to do or being told I’m a
social leper!” Female, potential quitter, Holloway
.
13
Reasons for quitting
» These are often more rational than emotional
» Financial Particularly an issue in these difficult economic times
» Health Serious warnings from doctor; pain; cough; low energy; numbness etc
» Pressure from other people Wife / girlfriend unhappy / threatening (to leave them)
» Concerns for other people Especially children
14
Verbatims: Reasons for quitting
“I want to give up because I’m sick of it and I know it’s bad for me…bad
cough and numbness …I’ve got three children and I’ve started thinking
about them.” Male potential quitter, Ilford
“I want to be off them by Christmas. I know I’ll feel better healthwise because
I did when I gave them up for a year. You know, I had more energy,
everything. I want to be able to say to people, ‘No, I don’t smoke any more.’.”
Female, potential quitter, Ilford
“I wasn’t going to stop but then I thought, it’s either now or never, I’ll be dead in a few
years if I don’t hurry up so I thought I better stop [at the stand].” Male potential quitter,
Orpington
“I’m trying to save for my nephew’s birthday and I ain’t got enough. Now, if I
quit I could actually go in the bank and draw out money…It probably costs me
about £13, 14, 15 a week, every week….and if I’ve got people around I give them
fags and then I’ve got to buy them again. It’s a lot of money.” Male potential
quitter, Catford
15
Smokers and quitters: how it feels (at first)
Smokers
Emotional relationship
with their habit
Potential Quitters
Beginning to engage with
‘rational’ reasons to quit
Stopping smoking
Being sensible;
feels like no fun
Quitting means having to be a ‘grown up’ all the timeTake a long-term attitude
Uncomfortable move from ‘free child’ to ‘sensible adult’
Also, overcoming short-term cravings
17
Smokers who engage with events
18
Characteristics of smokers who engage with events
Prompted (Majority)
» Approached by staff
» Become warm to the idea
» No expectations
Spontaneous (Minority)
» Actively looking for help
» Self-motivated
» Expect to get some support Offer satisfactory to most
Two kinds of interactions
“It was only because she stopped me.”
Male potential quitter, Catford
Most had ‘given up’ many times in the past
Receptive to messages & interactions; ‘sensible adult’ mode
19
Verbatims: Reasons for engaging with event
“The staff are very approachable; they’re everyday people, who
know what they’re talking about. They’re not pushing things at you.”
Female potential quitter, Ilford
“The lady said someone will contact me, so as soon as that happens I’ll try to
stop… I was going to make an appointment for the doctor’s but I haven’t got
round to it, but having this information has helped me a lot.” Female, potential
quitter, Orpington
“Talking to him has made me think about my quality of life, and how I’ve got to stop.”
Female potential quitter, Orpington
“I just seen the advert [4 times more likely] and the Support. I seen it was NHS –
National Health, innit?” Male, potential quitter, Catford
20
Over a quarter of those who interacted with the stand were serious quitters
1%2%1%
16%24%
4%12%
23%
17%
8%
14%
16%20%
10%
13%
15%
15%
24%
19%
3%
5%
7%
6%
18%7%
22%
18%
8%10%
26%18%
Not noticedNoticedInteractedAll
I really want to stopsmoking and intend to inthe next month
I really want to stopsmoking and intend to atNew Year
I really want to stopsmoking and intend in thenext 3 months
I really want to stopsmoking and hope tosoon
I want to stop smokingbut haven't thought aboutwhen
I think I should stopsmoking but don't reallywant to
I don't want to stopsmoking
Don't knowRQ7 - Which of the options on the card best describes you?
Intentions for giving up smoking
Serious quitters
Happy smoking
Base : 545/ 284/ 115/ 146
21
Smokers acknowledge quitting is easier with help and that help is available
2%7%
2%5%
38%
2%5%2%
17%
5%7%6%
22%
30%15%
29%
21%
57%70%
58%
If I choose to Ican quit smokingmyself and don't
need help
The NHS hassupport servicesto help you quit
smoking
Giving upsmoking on your
own is hard
There is a lot ofhelp nowadays
for smokers whowant to give up
Agree strongly
Agree slightly
Disagree slightly
Disagree strongly
Don't know
Base : All respondents 545RQ8 – Agreement with statements about quitting smoking
Agree net: 88% 86% 86% 43%
22
Those who interacted with stand were more likely to think that they needed support to quit
88%
86%
86%
43%
90%
93%
89%
36%
89%
77%
87%
50%
82%
79%
80%
51%
There is a lot ofhelp availablenowadays forsmokers who
want to give up
Giving upsmoking on your
own is hard
The NHS hassupport servicesto help you quit
smoking
If I choose to I canquit smoking bymyself and don't
need help
All
Interacted
Noticed
Not noticed
RQ8 – Agreement with statements about quitting smoking
All agree strongly/ slightly with each statement
Base : 545/ 284/ 115/ 146
23
More interest and previous attempts at quitting evident amongst those who interacted and/ or noticed the stand
14%
36%
50%
17%
39%
43%
10%
37%
52%
10%
27%
64%
Yes - currently tryingto quit
Yes - have tried toquit in last 12
months
Not tried/ trying
All
Interacted
Noticed
Not noticed
RQ9 - Have you made a serious attempt to quit in the last 12 months? By serious I mean you decided that you would try to make sure you never smoked again.
Intentions for giving up smoking
Base : 545/ 284/ 115/ 146
24
Almost all who interacted with the stand spoke to someone
91%
54%
33%
12%
18%
26%
3%
Speak to someone onthe stand
Sign up to receive followup advice from local
services
Sign up to receive aleaflet/information in the
post
Take a carbon monoxidelung test
Look at information/Leaflets on the stand
Pick up a leaflet to takeaway
Pick up a case study totake away
Interacted
Base : 284RQ11 - Looking at the card, what did you do at the stand?
Interactions with stand
Any: 57%
26
Majority were approached by member of staff to go up to stand
57%
37%
5%
Approached bymember of staff
Went up to standmyself
Neither
Interacted
Base : 284RQ12 - Where you approached by someone to visit the stand or did you go up to it?
29
Characteristics of smokers who do not engage with events
» ‘Free child’ mode in the ascendant
» Focus is on pleasure and the enjoyment of smoking Suggestion of giving up perceived as ‘spoiling my fun’
» Deny smoking is bad for them ‘Smoked for 40 years and in good health’; ‘have good genes’
Anti-smoking messages may be dismissed as ‘scaremongering’
» Begin producing excuses and rationalisations ‘Too stressful’; ‘You have to hit rock bottom first’; ‘I hardly smoke’
‘It’s better to go it alone’ (Asian men)
» Become defiant ‘I don’t want to be told what to do!’
31
Characteristics of ex-smokers
» So relieved and pleased they did it
» Want others to understand it’s possible Pleased that events are offering help
» Urge to share how they did it
“You knew it wasn’t good for you…there were pictures on television showing
you all the tar in your lungs and all that kind of thing, so you knew it wasn’t good
for you…but you still do it. In the end it’s you – with all of these things: smoking;
drinking; drugs, it’s down to you. It’s only me puts the fag in my mouth. It
doesn’t matter what anybody says to me; I just feel it’s down to me. ..You need
somebody who can sit and explain to you what’s going to happen – I’m not
saying they are not trained. They might all be nurses! …I think you need a bit of
medical [advice].” Female Ex-smoker, Ilford
33
Response to events
36
Interactions with stand were very positive, particularly with staff
97%
93%
87%
77%
78%
51%
8%
60%
69%
75%
58%
37%
50%
5%
Staff friendly/ approachable
Showed support available to help me
Easy to see what stand was for
Stand really attracted attention
Made me think
Didn't tell me anything new
Staff pushy
Interacted
Noticed
RQ13 – Agreement with statements about stand
All agree strongly/ slightly with each statement
Base : 284/ 115
NB: statements longer but shortened so can be read at a glance
37
Stand liked for being friendly/ informative
Base : 228/ 83
RQ14b - Thinking about the stand and your overall experience including anyone you spoke to and any material available, what, if anything did you like about the stand?
What liked about the stand Interacted
%
Noticed
%
Nothing 16 51
Friendly/ pleasant approach 20 4
Informative/ good information/ good advice 13 2
Helpful 10 -
Eye-catching/ bright/ couldn’t miss it 6 7
Clear/ very clear 6 6
Generally a good idea/ I want to quit smoking 6 4
Reassuring/ understanding/ encouraging/ not scary 5 1
All mentioned by more than 3%
39
Some mentions by those who did not notice the stand that improvements to stand may attract more interest
Base : 107
RQ14f - Looking at the stand what, if anything about it would encourage you to approach it, or to talk to the staff working on the stand?
What would make approach stand/ talk to staff on stand Not noticed
%
Nothing 42
If it was bright/ more colourful 8
Friendly/ approachable staff 7
If I wanted to quit smoking 7
More eye-catching/ if it stood out more 5
Reference to smoking, e.g. a ‘stop smoking’ sign 7
All mentioned by more than 1%
42
Impact of experience on quitting
43
Almost all had received some information or telephone contact
55%
45%
29%
10%
17%
18%
Leaflet/ information pack with adviceabout how to quit smoking
Leaflet/ information pack with details ofmy local Stop Smoking Service
Telephone call from a local Stop SmokingService/ a Local Stop Smoking Advisor
Telephone call from the NHS SmokingHelpline
Other
Nothing
All
Base : All who signed up for information at RQ11 78
PQ.5 You said that you had signed up to receive further information at the stand. Have you received any of the following?
Other mentions less than 10%
Information received
44
Most have taken actions towards quitting since visiting the stand
55%
53%
47%
47%
20%
17%
15%
14%
Discussed giving up with family/ friends
Cut down on the amount I smoke
Read material I was provided at the stand
Set a date to give up smoking in the near future
Spoken to someone about stopping smoking
Booked an appointment with a Stop SmokingAdvisor
Discussed giving up with GP/ other healthprofessional
Spoken to someone about the stand
All
Base : 132PQ.6 After visiting the stand have you done any of the following?
Actions taken after visiting the stand (prompted)
Only 6% have not taken any
action
Nets:
Hard measure: 70%
Taking steps: 75%
Thinking: 59%
46
Visiting stand has prompted various steps towards quitting, if limited success in quitting itself
47%
37%
36%
27%
13%
12%
11%
Read material I was provided at the stand
Cut down on the amount I smoke
Discussed giving up with family/ friends
Set a date to give up smoking in the nearfuture
Spoken to someone about stoppingsmoking
Spoken to someone about the stand
Booked an appointment with a StopSmoking Advisor
All
Base : All who took at least one action at PQ6 124PQ.7 And did you take any of those actions as a direct result of visiting the stand?
24% did not take any action as a direct result of
visiting the stand
Actions taken as direct result of visiting stand (prompted)
Nets:
Hard measure: 47%
Taking steps: 61%
Thinking: 41%
48
Post event sample are more serious about quitting than on the day: perhaps interventions are having an impact
1%2%5%6%
11%11%
11%
23%11%
9%
33%20%
23%29%
4%
Post eventAt event
Have quit
I really want to stop smokingand intend to in the next month
I really want to stop smokingand intend to at New Year
I really want to stop smokingand intend in the next 3 months
I really want to stop smokingand hope to soon
I want to stop smoking buthaven't thought about when
I think I should stop smoking butdon't really want to
I don't want to stop smoking
Don't know
RQ7/ PQ12 - Which of the options on the card best describes you?
Intentions for giving up smoking
Serious quitters
Happy smoking
Base : 132
49
Stand had impact in generating positive word of mouth
PQ.10 You mentioned you have spoken to someone about the stand and activity. How many people did you speak to?
PQ.11 When talking about the stand, were you talking about it...
18 people (14%) had spoken to someone about the stand
4 to 1 person7 to 2 people2 to 3 people
5 to 4+ people
Almost all talked about the stand in a positive way (1
negative)
53
Event reports
60
Venues used in quantitative interviewing:Summary of ‘success’ taken from Carlson sign ups
Shopping centresSupermarkets Other
Sainsbury’s Hendon 18th/19th
Morrison’s Holloway Rd
ASDA Kingston
ASDA Leyton
Sainsbury’s Nine Elms
ASDA Wembley
The Mall Bexleyheath
Centrale
Palace Gardens
St George’s
Kew Retail Park
The Mall Woodgreen
St Nicholas
Vicarage Field 5th/12th
The Walnuts
Bromley town centre
Croydon town centre
Ilford town centre
Queen’s Market
Rayners Lane Station
Victoria Market
M
H
H
M
L
H
LHH
H
L
H
M
LM
L
M
L
L Fewer than 20 sign ups
M 20-35 sign ups
H Over 35 sign ups
M
M
M
Avg. – 53 Avg. – 22 Avg. – 36
61
Day quantitative interviewing took place:Summary of ‘success’ taken from Carlson sign ups
Weekday Weekend
Sainsbury’s Hendon 18th/19th
Morrison’s Holloway Rd
ASDA Kingston
ASDA Leyton
Sainsbury’s Nine Elms
ASDA Wembley
The Mall Bexleyheath
Bromley town centre
Palace Gardens
Ilford town centre
Kew Retail Park
Rayners Lane Station
St Nicholas
Vicarage Field 5th/12th
Victoria Market
The Walnuts
Centrale
Croydon town centre
The Mall Woodgreen
Queen’s Market
St George’s
M
H
H
M
L
H
L
HH
L
H
M
LM
L
M
L
L Fewer than 20 sign ups
M 20-35 sign ups
H Over 35 sign upsM
M
M
H
Avg. – 37 Avg. – 24
62
Quantitative interviewing indoor/outdoor:Summary of ‘success’ taken from Carlson sign ups
Indoor Outdoor
Bromley town centre
Croydon town centre
Palace Gardens
Morrison’s Holloway Rd
Ilford town centre
Kew Retail Park
Queen’s Market
Rayners Lane Station
Vicarage Field 12th
Victoria Market
M
H
H
M
H
L
M H
L
H
M
M
L
H
L Fewer than 20 sign ups
M 20-35 sign ups
H Over 35 sign ups
M
ML
M
H
The Mall Bexleyheath
Centrale
Sainsbury’s Hendon 18th/19th
ASDA Kingston
ASDA Leyton
The Mall Woodgreen
St George’s
St Nicholas
Sainsbury’s Nine Elms
Vicarage Field 5th
The Walnuts
ASDA Wembley
L
L
L
Avg. – 38 Avg. – 30
63
Quantitative interviewing presence of smoking advisor:Summary of ‘success’ taken from Carlson sign ups
Smoking Advisor No Smoking Advisor
Bromley town centre*
Centrale
Croydon town centre*
Sainsbury’s Hendon 18th/19th*
Morrison’s Holloway Rd*
Ilford town centre
Kew Retail Park*
ASDA Kingston*
ASDA Leyton*
Queen’s Market
Rayners Lane Station*
St George’s*
St Nicholas
Vicarage Field 5th
Victoria Market*
The Walnuts
ASDA Wembley*
The Mall Bexleyheath
Palace Gardens
The Mall Woodgreen
Sainsbury’s Nine Elms
Vicarage Field 12th
M
H
L
M
M
L
LM
M
H
M
LM
L
H
L Fewer than 20 sign ups
M 20-35 sign ups
H Over 35 sign upsH
H
M
H
L
H
L
* CO testing took place at the venue
Avg. – 38 Avg. – 21
70
Ilford Town Centre
Thursday, 14th November
Key Facts
Location: Town Centre• Outdoors• No other stands nearby
Redbridge
Stand description: • •
(additional photos available)
Data capture forms collected:
Estimated number of visitors to stand: 90-100
51
Who visited (research contacts):• Smokers: 26• Non-smokers: 9• Ex smokers: 13
Staffing: • 3 staff on stand• Smoking advisor• No CO testing
Stand description: • Table stand• Trailer• Banners
The location was relatively quiet but a large number of people engaged with the
stand and trailer. There would perhaps have been even more interaction
if the trailer had been facing the shops rather than the high street.
87
Smoking cessation events in context
» Responses to smoking cessation events / messages vary Due to the emotional vs rational reactions
» While potential quitters on the lookout / warm to the idea of support receive the messages and interactions positively (in ‘sensible adult’ mode), others quite often respond (childishly) negatively Perceive events as ‘judging’ - triggering guilty, defensive feelings
» Local retailers object to event / collude with smokers who ‘act out’ Creates uncomfortable, even hostile, environment
» Staff often the butt of negativity – from passers-by and venues Mockery; rudeness; unhelpfulness; grudging fulfilment of obligations
88
Stands can have competition
» Small and lacking in impact Easily overlooked
» Other stands nearby often compete and confuse With offers such as energy; private
health insurance; charities
89
Locations sometimes less than ideal
» Venues / locations often less than ideal Away from main shopping areas;
crowded in narrow entrances
» Unfavourable environments Football fans; territorial retailers;
not under cover
90
Staff can be the biggest asset
» In the absence of an impactful stand, staff hadto work hard to attract smokers attention
» Widely praised for their pleasant and knowledgeable approach emotionally intelligent; non-judgmental; kind
» Indications, however, that negative staff attitudes / lack of interest can be particularly undermining may need motivating
“He was very sympathetic to my problems, he was very, very
nice, not pushy.” Female Potential quitter, Orpington
“I think they’re very good; very informative; they know their stuff. Really
useful.” Female, Potential quitter, Ilford
91
Time of year, has good and bad points
» Weather cold, often wet and overcast Discourages passers-by from stopping and engaging
» Staff in hats / scarves not easily identifiable / clearly branded Also, hard (esp for elderly / non-English speakers) to hear what they say if
muffled up
» Appropriate but narrow window of time (9.45 until 4.00) Avoids morning rush; impractical to continue after dusk (around 3.30)
however
» Indications that winter affects smokers’ health / sense of wellbeing
» Expense of Christmas and New Year’s resolutions possibly work in favour of smoking cessation
» Credit crunch beginning to hit Especially Routine & Manual workers
92
Time of year: illustrations of its impact
94
Most happy with experience they had. Few mentions of improving stand out or content of stand
Base : 228/ 83RQ14c - And what if anything would you improve about the experience you had?
What would improve about experience they had Interacted
%
Noticed
%
Nothing 46 49
Make it more eye-catching/ bolder advertising/ bigger and bolder writing
8 5
Needs to be brighter/ a more colourful stand/ brighter colours
6 11
Should have more pictures/ placards/ posters 6 7
Show damage/ harmful/ shocking effects 4 4
Make it bigger/ bigger stand 3 4
Should give out freebies/ free patches/ gum 3 1
Provide more information 3 -
Better location 1 2
All mentioned by more than 1%
96
Opportunities to build on: trailers
» Trailer connotes space for individual attention / assessment Disappointing if advisers are not present
» Parking trailer for maximum impact Broadest side / eye-catching images
facing areas of highest footfall
“I thought there and then they would give you
advice but the appointment is next week. It’s a
delay, isn’t it? Next week, again!...I would like
someone to counsel [me] there and then.”
Male potential quitter, Ilford
97
Opportunities to build on: branding
» NHS branding adds credibility, authority and financial appeal Logo could be much larger and at eye-level or above
» Message of support not always linked to smoking
» Some indication that ‘Stop Smoking, Start Living’ message has resonance and could be more prominent
» Stands often competing with other enterprises To have standout they need to be colourful, exciting, impactful
» Care and concern of staff currently speaks to smokers’ emotional side Theatre; fun; music; colour also help overcome rational messages / implied
criticism
“[Would be more likely to notice] if there was someone dressed up
as a big cigarette, chasing you!...It’s getting people’s attention ‘cos
they’re laughing; people would see the funny side of it - you see it
on telly, don’t you, all things like that.” Female, smoker Catford
98
Research suggests a two pronged approach to take forward
» Some common themes emerging which suggest direction events could take
» This is both in practical terms and in overall tone and engagement
» Taking steps will help build on success of events, which could be more consistent
Examining venues, locations, times,
collateral, and visual stimulus
Could process better engage with emotional
responses to encourage more
smokers to interact?Making it easier for quitters to notice and interact with the stand
Broadening appeal of activity
99
Events and the quitter
Smoking cessation messages largely rational
Stands easily overlooked and not much fun
Staff and some images have emotional appeal(where staff fail to meet emotional needs this is
doubly damaging to the event’s success)
Offer of support – phone contact, pack, local group etc. -has many emotionally satisfying elements
Challenge is to inject more emotional elements to appeal to the ‘free child’
100
Practical recommendations (1)
» Careful considerations of: Stand location – not always in busy areas, or in the centre of busy areas Other activity taking place – danger of confusion with credit card/ utility stand Days of week – being in the winter, daytime only practical Other events taking place (e.g. football matches) – can be very disruptive
» Staff are central to the process Broadly viewed as positive element Where less motivated is damaging to success of event as a whole
• Little reason for quitters to otherwise approach
» Time of year worth considering Cold and wet weather means outdoor events may have difficulty in attracting
interest But cold does impact on smokers health and therefore may prompt action In addition, coming up to New Year
101
Practical recommendations (2)
» Usage of collateral and stand visual appeal Some evidence that stand out could be improved
• More signposting
• More engaging visually
• Larger presence
» Smoking Advisors Would help in ‘seizing the moment’
Should be present in trailer events
Carbon monoxide testing could help in engaging the emotional response
102
Overall views of experience
103
Friendly, but informative approach was appreciated
Base : telephone 132
PQ3. Now thinking about your experience with the stand including anyone you spoke to and any material available and any follow up calls and information you may have received, what if anything did you like about the experience?
What they liked about the overall experience %
Friendly/ pleasant approach 48
Informative/ good information/ good advice 29
Helpful 20
Generally a good idea/ I want to quit smoking 18
Reassuring/ understanding/ encouraging/ not scary 11
Was sent information in the post 8
Received a follow up call 5
Direct/ to the point 4
Liked the tests/ carbon monoxide test 2
Clear/ very clear 2
Eye catching/ bright 2
Gave contact details 2
All mentioned by more than 1%
104
Positive associations with stand and activity were found. Few negative words used to describe experience
91%
90%
84%
73%
72%
51%
44%
17%
11%
11%
Helpful
Relevant to me
Interesting
Engaging
Motivating
Thought provoking
Clinical
Discouraging
Boring
Patronising
All
Base : All respondents 132
PQ.13 Thinking about the stand and your overall experience including anyone you spoke to and any material available or that you were subsequently sent, which of the following would you associate with the experience you had?
Words used to describe experience (prompted)
106
Bringing it all together
107
Conclusion: events are generating positive outcomes but could be doing so more uniformly and to a greater degree of success
» Smoking cessation events in London did generate success Positive responses were found amongst those who interacted
Outcomes were evident including date setting, discussion of quitting and in some instances quitting altogether
They also generated positive word of mouth
» Some evidence that impact limited because of features of process of engagement and in some instances the events themselves due to venues and other practical considerations Two pronged approach recommended to help events extend reach
• Practical considerations around event format and location
• Discussion of ways that events could better engage with less interested quitters
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To summarise: our recommendations are a review of venues, stand and messaging
Our recommendations would be as follows:
» Analysis of events that worked and didn’t work this year To input into planning for future activity
Careful selection of venues and locations
» Review stand itself and messaging Some evidence that stand could be better signposted and branded to
attract more attention
Perhaps more focus on how to engage with emotional rather than just rational side to smokers
Ways of provoking thought in those who are not yet serious quitters
» Some further element of capturing momentum of initial interest Better use of trailers/ CO testing
More detail on recommendations can be found in deck