National No Smoking Day 14 th March 2018

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1 February 2018 London Smoking Cessation Transformation Programme (LSCTP): activities planned for No Smoking Day, outcomes of latest campaign push, new ways to promote the programme and keeping your information up to date. National No Smoking Day 14 th March 2018 The next phase of our marketing campaign to promote the Stop Smoking London helpline will coincide with National No Smoking Day (March 14). In the week before and after that date, there will be two main strands of activity. Firstly, Heart London one of the Capital s most popular radio stations - will broadcast 86, 30 second adverts. Secondly, a digital advertising push will use new artwork and messaging that compares helpline staff to personal fitness trainers focussing on their role as motivators, coaches and supporters of quit attempts. This (below) is one of seven digital images we will be using. Participating councils and CCGs will be provided with new digital artwork in seven sizes which can be used on their websites, internal staff communications and social media channels. For more information, contact Paul Morris. Page 1 of 5

2 Update on Phase 4: Christmas and New Year campaign Ahead of Christmas and New Year, we launched Phase Four of the Stop Smoking London Helpline marketing campaign to coincide with a time when people traditionally make positive lifestyle changes. Activity focussed on targeting digital adverts at those who were seeking help and support, and re-targeting those who have expressed an interest in quitting before. In addition, we placed one page advertorials in two New Year, New You supplements in London editions of national newspapers The Guardian and The Mail on Sunday. To improve the reach of the campaign, we also targeted the chief executives of London s Business Improvement Districts (BIDs), which represent collaborations of businesses across London. We also targeted messaging at public sector partners, like London Fire Brigade and Transport for London. We also tweeted extensively during the campaign. The key twitter messages were about promoting the convenience of the service because it operates when many face-to-face services are shut. The performance of the digital advertising campaign, which takes people who click on our adverts through to the helpline landing page giving them more information about the service, continues to improve. Of more than 4 million adverts delivered, there were 10,466 clicks. This is a click through rate (CTR) of 0.25%, which is above industry standards (0.11%). The digital campaign is being delivered using three main digital marketing techniques. Search advertising This is placing advertising in front of the target audience where their search terms are relevant to our campaign. For example: I want to quit smoking. Display advertising This is placing advertising on websites and social media platforms visited by the target audience. Facebook advertising This is placing advertising in front of the target audience as they browse Facebook. Of the 10,466 clicks, 7,363 were generated through search advertising; 1,938 were generated through display advertising and 1,165 were generated through Facebook ads. The websites which generated the best CTR through display advertising were Accuweather (0.45% CTR), The Sun (0.29%), Ebay (0.23%) and The Mirror (0.20%). However, this isn t translating into large-scale call volumes. There were 99 telephone calls to the helpline in December and January. As a result, we are working with colleagues from PHE to explore ways we can convert more clicks into calls. How you can promote the Stop Smoking London service The majority of councils and CCGs are supporting their investment in the LSCTP by including the Stop Smoking London helpline telephone number and portal details on their websites. Page 2 of 5

3 Additionally, some borough stop smoking services are including the promotion of the London service offer in their suite of stop smoking service provision. We are still working to get information listed on hospital, other NHS and third sector health websites linked to conditions brought on by smoking. If you are able to help us to achieve this please get in touch. There is a range of promotional materials, including leaflets and posters on the ADPH London website which can be downloaded and printed for display in public places across London. To coincide with Phase 5 of campaign activity, we have created a new DL service leaflet (below). A print-ready version of this leaflet has been uploaded to the ADPH London website. In addition, all of the digital artwork has been uploaded to the ADPH London site. We will be writing to heads of communications at partners and providing them with the new materials to use. Please use all your communications channels to promote the service phone number and web portal. Remember to include the number and portal address when updating your local leaflets. We can provide some draft text for newsletters and briefings to front line staff if you need them. Remember to follow us on and include us when you are tweeting about smoking cessation. We will be tweeting at you during the next campaign. If you have suggestions about new ways we can promote the service, please Paul Morris. Page 3 of 5

4 Update on programme developments A review of the programme is taking place to establish how it will evolve in the next financial year. Dialogue will continue with colleagues at PHE about extending the service offer for smokers and extending the digital marketing campaign. The LSCTP will also be releasing a position paper on e-cigarettes, and work will be starting on an interim evaluation. More details about both projects will be included in the March newsletter along with details of the new LSCTP Programme Manager because Fraser Serle, the current programme manager, is leaving shortly. If you have any questions about the programme in the meantime, please contact the ADPH. Keeping the web portal up to date To make sure smokers from your borough get access to accurate information, please made sure your information with both the Stop Smoking London helpline and portal is up to date. Updates to the helpline Please Gemma Paterson if you have any queries about the phone service and what you d like callers to know about services in your borough, including if you d like to update any contact details. Updates to the web portal Please Robert if you need to get changes to the online information about your local services, access to medications in your borough etc. If you d like to check whether these details are correct, you can search for your borough s stop smoking information on the portal. If you would like more information about the campaign, please contact Paul Morris at Lambeth Communications. Page 4 of 5

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