Having witnessed public smoking drop to its lowest level yet, with the proportion of UK smokers now at 16.9% , Public Health England’s Stoptober campaign returns, as it looks to aid people in their attempts to quit smoking over a 28-day period.
The campaign will continue its programme of daily email support and its Stotober app. However, this year it will also be targeting through Facebook, a platform where smokers are “absolutely dominant”.
The Facebook strategy will see Stoptober pay to push its message of quitting, as well as using Facebook messenger bots to communicate with participants. The bots will be used as a support tools to aid smokers with cravings or problems during the programme.
“There is a lot of PR involved and a lot of noise in the media but at the heart of the campaign is social. We found that the big numbers and responses come from social and that within this Facebook is absolutely dominant.”
Sheila Mitchell, CMO, Public Health England
Although the campaign is focusing more on social, and has moved on from the humour involved in the past, Mitchell says the key to the success of the programme has been staying true to its elements, such as the original iconography and design of the campaign.
“This has been really powerful internationally, with New Zealand, Mexico and the Netherlands having all incorporated it [the iconography],” she says.
Stoptober has also moved beyond Public Health England, with many organisations now getting involved with the programme through their own staff wellbeing programmes, including Greggs, Toyota and Mars. Mitchell says the campaign has become more of a “calendar moment, not so dissimilar to Dry January”.
Though in the past PHE has told Marketing Week that it is pushing an “always-on” strategy, Mitchell explained that Stopober is a “spout” of its wider “always-on” campaign, as last year highlighted that October was a key quitting time for smokers, with more than 1 million smokers ending their habit.
“There is a difference between our always-on activity and our spouts, which we use to get noisier on the subject to get people’s attentions. We also recognise it takes smokers time to quit and have found that positive messaging works better. People have now started to rally round one another to give support, whether that is through the app or face-to-face” she said.
Mitchell says that by capturing people’s data and putting them into an eCRM programme, the organisation is also able to track how far along people are into the programme and how well they have done, sending messages of support if they have not reached their targets or congratulating them if they have succeeded.
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