Campaign: No Smoking Day
Client: No Smoking Day
PR team: In-house
Timescale: October 2010-March 2011
No Smoking Day is in its 28th year and aims to provide advice and support to people wishing to quit. This year's key message was to get people to consider making 9 March their time to quit.
- To continue to raise awareness of the effects of smoking and encourage people to quit
- To drive people to No Smoking Day's website.
Strategy and plan
No Smoking Day worked with NHS smoke-free services, pharmaceutical company Pfizer and other trade organisations and charities to encourage them to organise events and publicise them in their local media. Former Big Brother contestant Aisleyne Horgan-Wallace was given a makeover to show how she would look in 40 years' time if she had not stopped smoking and Dragons' Den star Duncan Bannatyne offered to do a skydive. A poll was carried out asking people about secret smoking.
Measurement and evaluation
There were more than 2,000 pieces of coverage, including nine minutes on ITV's This Morning and items in the Daily Star, the Daily Express and the Daily Mirror. Many BBC radio stations covered the issue.
More than 8,000 people visited the WeQuit website between 18 February and 20 March, and more than 2,500 visited on the day.