Public Sector: Agency to help Newham stop smoking

Newham Primary Care Trust has called in a PR agency to roll out a smoking cessation campaign across the borough.

Guerilla Communications is charged with specifically targeting white British, Eastern European and Bangladeshi smokers.

The trust has seen more than 3,500 people each year sign up to its smoking cessation service over the past four years, but smoking among these three target groups is not decreasing at the same rate as other groups.

Comms activity will focus on the local press and the agency aims to avoid the mistakes of previous campaigns.

Guerilla's new business development director Sophie Netwon said: 'The shock tactics of previous advertising campaigns are too far removed to be effective. We are not telling them to stop smoking. We are trying to encourage voluntary change in behaviour by promoting the positive benefits of stopping smoking.'

The win follows two smoking cessation campaigns by Guerilla for Nottingham PCT and Derbyshire County PCT. The comms activity in Nottingham included a choir as part of the 'Listen to reason' campaign.

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