Campaign Overviewpage 1

Contents

Campaign OverviewPage 1

Key MessagesPage 2

LiveWell Dorset PlansPage 2

Press Release Page 2

Social MediaPage 4

Long & Short CopyPage 6

E-cigarette MessagingPage 7

Smoking and Quitting Rates in EnglandPage 8

Campaign Overview

Stoptober’s back and there are lots of different ways to get involved!

About Stoptober

Stoptober, the 28-day stop smoking campaign from Public Health England, is back from 1st October.

Stoptober has driven over 1 million quit attempts to date and is the biggest mass quit attempt in the country. It is based on research that shows that if you can stop smoking for 28-days, you are five times more likely to stay smokefree for good.

All the support you need to quit

There lots of ways to quit and Stoptober can help people choose what works for them. You can quit using medication (including nicotine replacement therapies such as patches and gum) or e-cigarettes. Stoptober offers a range of free support to help people on their quitting journey including an app, daily emails, Facebook Messenger and lots of encouragement from the Stoptober online community on Facebook. In addition, people can get expert face-to-face advice from local stop smoking services. Those who use stop smoking aids and who get face-to-face support from their local stop smoking service are up to four times more likely to quit successfully.

Stopping smoking is the best thing people can do for their health and the health of those around them.

Stoptober 2017

Whilst smoking rates in England are at their lowest levels since records began, with a smokefree generation now truly within our sights, there are still millions of people up and down the country that smoke. So now, with lots of ways to quit available, Stoptober is back to encourage smokers across England to make a quit attempt for the month of October.

We are excited to announce that this year’s campaign will be supported by a new TV commercial, digital advertising, media partnership with TalkSport, PR and commercial and public sector partnerships. Digital activity will include a trial of innovative new tools such as Facebook Canvas to drive engagement.

PR will continue to play a key role in the marketing mix and we will keep you updated with reference to the news hooks and associated press notices.

People will be encouraged to search ‘Stoptober’ where they will be driven to a Stoptober page within the One You website, where further information about the range of quitting support available will be provided.

The campaign will launch Thursday 21 September and will run until 31st October.

Key Messages

Stoptober - the 28-day stop smoking challenge from Public Health England - is back for the sixth time and it’s bigger than ever
Over 1 million people have joined Stoptober since 2012 - if you can make it to 28 days smokefree, you’re 5 times more likely to stay quit for good
There are lots of ways to quit and Stoptober can help you choose what works for you
You can quit using stop smoking medicines (including nicotine replacement therapies such as patches and gum) or e-cigarettes
Stoptober offers a range of free support to help you including an app, daily emails, Facebook Messenger and lots of encouragement from the Stoptober community on Facebook
You can also get expert face-to-face support from local stop smoking services. Those who use stop smoking aids and who get help from their local stop smoking service increase their chances of quitting successfully
Search ‘Stoptober’ for all the support you need to quit smoking and join thousands of others quitting together from 1st October

LiveWell Dorset Plans

Marketing Objectives:

Drive Bournemouth, Poole and Dorset residents towards online sign up to Stoptober
Continue to raise awareness of LiveWell Dorset and the support service it can offer, via social media and online presence of campaign material
Support Stoptober via direction to online resources and refer to local support and groups that maybe suitable

Overview of Activities Planned:

Creating digital content and pushing messages through social media and website channels, along with sharing stakeholder content and support, LiveWell Dorset Engagement team will be attending and supporting various events with Stoptober specific support material.

Press Release

Supporting the national stop smoking campaign; Stoptober, LiveWell Dorset will be supporting this to encourage and inspire people to put smoking behind them.

Stoptober Campaign

Quitting tobacco is the single most important thing you can do to improve your health. We know it's easier said than done, so Public Health Dorset and LiveWell Dorset are working together to support you to make this change. Together they are encouraging people who would like to stop smoking to think carefully about their reasons for wanting to quit, and with the support available inspire the people of Bournemouth, Poole and Dorset to take action during Stoptober.

Year-on-year thousands of people attempt to quit smoking during the month of October. Evidence shows that people who receive support are more likely to be successful. LiveWell Dorset is here to support you.
LiveWell Dorset is a free, local health and wellbeing service that will give you practical advice and support to improve your chance of success.

Every smoker has their own reasons for wanting to quit, with family, money and health all being strong motivating factors.

Dr David Phillips, director of Public Health Dorset, said: “It is estimated more than 100 million lives were lost in the 20th century as a result of smoking. Over the last thirty years, we’ve seen a dramatic reduction in the proportion of people who smoke, and in many of our communities smoking is now quite rare.

“For individuals, as well as for communities, there is now an opportunity to assign smoking to the past once and for all, breaking the link with the next generation. The benefits of quitting for individual lives are huge, but each successful quitter also helps to draw the curtain on smoking for good, and the benefits of a smoke-free society for future generations are enormous.

“Taking that next step to becoming an ex-smoker is no easy task, but by making a firm commitment, getting the right support, and by knowing you’re not alone in trying to quit, your chances of being successful are greatly improved.”

“People tell us it’s a journey, and our coaches are there for you, whatever route you decide to take. With the support we offer, you are four times more likely to be successful in quitting smoking than if you were to go it alone”

The specialist LiveWell Dorset Wellbeing Coaches are really friendly and completely non-judgemental. They can work with you to assess your readiness to stop smoking, and help you to come up with a plan for cutting down or quitting. Perhaps you want medication to help, or maybe you are trying to quit using e-cigarettes? We can give you information about all the choices on offer.

The campaign will be running throughout October with messages on social media.

Find more information and support and declare your reason to quit smoking on LiveWell Dorset web pages( or follow #LWDStoptober on social media.

Smoking factfile

More than 570,000 people have died in England in the last eight years from a smoking related condition – that is 195 people each day – but successfully quitting has significant health benefits straight away:

within 20 minutes your blood pressure and pulse rate return to normal
it takes just 24 hours after you have quit smoking for the carbon monoxide to be eliminated from the body
after one year the risk of dying from heart disease is reduced by half
within two years the risk of stroke is reduced to half and within 5 years it will be the same as a non-smoker
within 10 years your risk of developing lung cancer falls to half that of a smoker
after stopping for 15 years your risk of heart disease is similar to that of someone who has never smoked
If you are parent who smokes, your children are three times more likely to pick up the habit
If you smoke 20 cigarettes a day, you can save £3000 in a year by quitting.

LiveWell Dorset; here to help you make lifestyle changes that last!

Social Media

Facebook

Stoptober is here! How will you quit? There’s a range of free support available for you. Visit the website, download the app or give us a call. Sign up @

It‘s Autumn and you may be thinking about your next Summer holiday. If so, quitting smoking can help you save for that trip in no time at all! Visit for more info. You’ll also find additional support @

Thinking about giving up smoking this Stoptober? You might not be sure where to start. There’s range of support options available for every lifestyle. Find what’s right for you today and sign up

Did you know? If you stop smoking for 28 days, you’re five times more likely to give up for good! Keep going, you’re nearly there!

Twitter

Stoptober is here! How will you quit? There’s a range of free support available

#LWDStoptober

Stopping smoking can help you feel great & save money. Quit today & treat yourself to that holiday.

Quitting smoking but not sure where to start? Find the support that’s right for you. Sign up #LWDStoptober

Did you know? If you stop smoking for 28 days, you’re 5 times more likely to give up for good. Keep going!

Long & Short Copy

Stoptober, the 28-day stop smoking campaign from Public Health England which encourages and supports smokers across the country to quit smoking for the month of October, is set to return for a sixth time this year. It is the biggest mass quit attempt in the country and is based on research that shows that if you can stop smoking for 28-days, you are five times more likely to quit for good.

Please find below some copy examples for you to use when communicating with your audiences about the forthcoming Stoptober campaign.

This copy can be used across a range of channels on or after 21st September 2017, such as, websites, e-bulletins, newsletters and social media. Simply cut and paste this copy, add any relevant local information and share.

Long copy

Stoptober - the 28-day quit smoking campaign – is back.

Stoptober, the 28-day stop smoking campaignfrom Public Health England, is back from 1st October.

All the support you need to quit

Everyone’s quitting journey is different, but with Stoptober, you won’t be on your own. Join the thousands quitting smoking with Stoptober and get all the support you need to help you on your quit journey.

There a lots of ways to quit and Stoptober can help you choose what works for you. You can quit using medication (including nicotine replacement therapies such as patches and gum) or e-cigarettes. Stoptober offers a range of free support to help you including an app, daily emails, Facebook Messenger and lots of encouragement from the Stoptober online community on Facebook. In addition, you can get expert face-to-face advice from local stop smoking services.

Those who use stop smoking aids and who get face-to-face support from their local stop smoking service are up to four times more likely to quit successfully.

Stopping smoking is the best thing you can do for your health and the health of those around you. If you can make it to 28 days smokefree, you’re 5 times more likely to stay quit for good. Just search ‘Stoptober’ to find out more.

-ends-

Short Copy

Stoptober, the 28-day stop smoking campaign from Public Health England, is back from 1st October.

Stoptober has driven over 1 million quit attempts to date and is the biggest mass quit attempt in the country. If you can make it to 28 days smokefree, you’re 5 times more likely to stay quit for good.

There lots of ways to quit and Stoptober can help you choose what works for you. You can quit using medication (including nicotine replacement therapies such as patches and gum) or e-cigarettes. Stoptober offers a range of free support to help you including an app, daily emails, Facebook Messenger and lots of encouragement from the Stoptober online community on Facebook. In addition, you can get expert face-to-face advice from local stop smoking services. Those who use stop smoking aids and who get face-to-face

support from their local stop smoking service are up to four times more likely to quit successfully.

Just search ‘Stoptober’ to find out more.

-ends-

E-cigarette messaging

E-cigarettes are the most popular stop smoking aid in England and there is growing evidence that they can help smokers to quit
E-cigarettes are at least as effective as nicotine patches for quitting smoking
Smokers who use an e-cigarette and get support from their local stop smoking services have the highest quit rates, with around two thirds quitting successfully
It’s estimated that, in England, e-cigarettes lead to around 20,000 additional smokers quitting a year
Using an e-cigarette – vaping – isn’t completely risk free but it carries a small fraction of the risk of smoking
Based on the current evidence, vaping is likely to be at least 95% less harmful than smoking
E-cigarette vapour doesn’t contain carbon monoxide or tar, two of the most harmful elements in tobacco smoke
Although nicotine is the addictive substance in cigarettes, it’s relatively harmless – it’s the deadly cocktail of chemicals in tobacco smoke that causes almost all of the harm
While secondhand smoke is very harmful to others, there no evidence so far that e-cigarette vapour causes harm to others
The vast majority of Britain’s 2.9 million adult vapers are smokers and ex-smokers; use among those who have never smoked is a tiny minority - just 0.3%
It’s fairly common for young people to experiment with e-cigarettes, however regular use is very low (across UK surveys, 3% or less use them at least weekly) and largely confined to regular smokers. Regular use among never smokers is very rare
Data from UK national surveys show no evidence that e-cigarettes are acting as a route into smoking for young people
In the UK e-cigarettes are tightly regulated, with minimum standards of safety and quality, packaging and labelling requirements, a ban on advertising in print, broadcast and online media, and a minimum age of sale of 18
At present, there is no e-cigarette product licensed as a medicine and available for prescription on the NHS
Unlike smoking, vaping is not illegal in enclosed public places and workplaces in the UK. Organisations should have a vaping policy which supports smokers to quit and stay smokefree while managing any risks applying to their specific setting

Smoking and Quitting Rates in England

How many people across England smoke?

Smoking rates are currently at an all-time low at 15.5% of adults aged 18 and over. While this is very positive news this means that nearly 7 million people still smoke. Regional statistics also show that smoking prevalence is higher than average in the Yorkshire and the Humber (17.7%), North East (17.2%) and North West (16.8%).

What are the current quitting rates?

New data will be released on 21st September, from a report from UCL, which shows that quitting success rates are at their highest for at least a decade - up to 19.8% - significantly higher than the average for the preceding 10 years (15.7%).

The report, from leading smoking cessation expert Professor Robert West, estimates that with a success rate of one in five, the first half of 2017 has seen approximately half a million people having stopped smoking.

The new report cites more quitting aid options for smokers wanting to stop, more restrictions on smoking, the introduction of plain tobacco packaging and a stronger anti-smoking culture in England, along with stop smoking campaigns such as Stoptober, as the reasons why things should be getting easier for smokers to stop and quitting success rates are rising.