Transcript RQ15 - Gender

London Smoking Cessation Event evaluation
Presented on December 16th 2008
By Rosemary Cowan and Anwen Page
London Social
Marketing Unit
1
What we are going to cover today
2
Background, objectives, method
Smoking habits and attitudes
Smokers who engage with events
Response to events
Impact of events
Event reports
Bringing it all together
London Smoking Cessation Events less effective
3
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Smoking prevalence reducing over time but
still a significant problem
Smokers who use NHS services have a
higher chance of quitting than those that go
it alone
NHS Smoking cessation events held
nationally
Recruitment events targeting smokers and
quitters found to be a good way to recruit
for local Stop Smoking Services
Inconsistency in events regionally, with
London events not always as successful as
in other regions
45 events scheduled to take place in
London in October/ November 2008
Research required to discover how events
may be improved to build into event
planning for January 2009
Integrated research method recommended
5
Stage 1: At event
Face to face
Quantitative
research
•
•
•
Stand interacters (284)
Those that noticed but
did not interact (115)
Those who did not notice
(146)
Profile different groups/ measure attitudes
and behaviours towards stand and quitting
Qualitative
research
•
•
•
Potential quitters (31)
Those that did not
engage with event (10)
Ex-smokers (3)
Understand attitudes and behaviours towards
stand and quitting in detail
Stage 2: Follow up
Telephone
Quantitative
research
•
Mainly stand
interacters
(132)
Quantify follow up behaviour
Observation & 44 brief intercept
interviews at London events in:
Holloway
1 day
Ilford
1 day
Newham
Orpington
Catford
1 day
½ day
½ day
Smoking habits and attitudes
9
Almost a third smoked 20 or more cigarettes per day.
Those who interacted with the stand were more likely to
be smoking 10 or more a day
10
Number of cigarettes smoked per day
24%
19%
1-9
29%
31%
45%
50%
10-19
38%
40%
All
Interacted
Noticed
Not noticed
31%
31%
20 or more
32%
28%
RQ5 - I have a few questions to ask about smoking. Can I check, on average, how many
cigarettes do you usually smoke per day?
Base : 545/ 284/ 115/ 146
Three in five had been smoking for more than 10 years
11
Number of years smoked
3%
Less than a year
3%
2%
3%
10%
A year or so (1-3
years)
9%
8%
All
Interacted
Noticed
Not noticed
14%
25%
Several Years (410 years)
26%
25%
21%
63%
More than 10
years
62%
65%
62%
RQ6 - Roughly how many years have you been smoking for?
Base : 545/ 284/ 115/ 146
Smokers’ attitudes: the free child vs the sensible adult
Addictive nature of smoking sets up complex
psychological dynamic – internal ‘war’
Free child
»
»
»
»
»
Pleasure seeking; silly; ‘fun’
In denial; defensive; selfsabotaging; makes excuses
Short-term; irresponsible
No thought / fear of
consequences
Emotional
Sensible adult
»
»
»
»
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Serious; sensible; ‘not fun’
Weighs evidence;
acknowledges reality; seeks
advice; no excuses
Long-term; responsible
Aware / fearful of
consequences
Rational
“I think about giving up, but it’s something I enjoy. I have a very
stressful job and you want a cigarette to get away from the computer
for a while … the other side of it is I don’t like being told what to do
or being told I’m a social leper!” Female, potential quitter, Holloway
.
12
Reasons for quitting
13
»
»
These are often more rational than emotional
Financial
 Particularly an issue in these difficult economic times
»
Health
 Serious warnings from doctor; pain; cough; low energy; numbness etc
»
Pressure from other people
 Wife / girlfriend unhappy / threatening (to leave them)
»
Concerns for other people
 Especially children
Verbatims: Reasons for quitting
14
“I’m trying to save for my nephew’s birthday and I ain’t got enough. Now,
if I quit I could actually go in the bank and draw out money…It probably
costs me about £13, 14, 15 a week, every week….and if I’ve got people
around I give them fags and then I’ve got to buy them again. It’s a lot of
money.” Male potential quitter, Catford
“I wasn’t going to stop but then I thought, it’s either now or never, I’ll be dead in a
few years if I don’t hurry up so I thought I better stop [at the stand].” Male potential
quitter, Orpington
“I want to be off them by Christmas. I know I’ll feel better healthwise
because I did when I gave them up for a year. You know, I had more
energy, everything. I want to be able to say to people, ‘No, I don’t
smoke any more.’.” Female, potential quitter, Ilford
“I want to give up because I’m sick of it and I know it’s bad for
me…bad cough and numbness …I’ve got three children and I’ve
started thinking about them.” Male potential quitter, Ilford
Smokers and quitters: how it feels (at first)
Quitting means having to be a ‘grown up’ all the time
Take a long-term attitude
Uncomfortable move from ‘free child’ to ‘sensible adult’
Smokers
Potential Quitters
Emotional relationship Beginning to engage with
with their habit
‘rational’ reasons to quit
Stopping smoking
Being sensible;
feels like no fun
Also, overcoming short-term cravings
15
17
Smokers who engage with events
Characteristics of smokers who engage with events
Two kinds of interactions
Prompted (Majority)
Spontaneous (Minority)
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»
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»
Approached by staff
Become warm to the idea
No expectations
“It was only because she stopped
me.” Male potential quitter, Catford
Actively looking for help
Self-motivated
Expect to get some support
 Offer satisfactory to most
Most had ‘given up’ many times in the past
Receptive to messages & interactions; ‘sensible adult’ mode
18
Verbatims: Reasons for engaging with event
19
“The staff are very approachable; they’re everyday people, who
know what they’re talking about. They’re not pushing things at
you.” Female potential quitter, Ilford
“I just seen the advert [4 times more likely] and the Support. I seen it was
NHS – National Health, innit?” Male, potential quitter, Catford
“Talking to him has made me think about my quality of life, and how I’ve got to
stop.” Female potential quitter, Orpington
“The lady said someone will contact me, so as soon as that happens I’ll try
to stop… I was going to make an appointment for the doctor’s but I haven’t
got round to it, but having this information has helped me a lot.” Female,
potential quitter, Orpington
Over a quarter of those who interacted with the stand
were serious quitters
20
Intentions for giving up smoking
Serious quitters
18%
26%
18%
6%
10%
8%
7%
5%
18%
15%
3%
15%
22%
20%
19%
7%
13%
24%
16%
17%
23%
14%
Happy smoking
10%
24%
16%
1%
8%
4%
2%
1%
All
Interacted
Noticed
Not noticed
12%
RQ7 - Which of the options on the card best describes you?
Base : 545/ 284/ 115/ 146
I really want to stop
smoking and intend to in
the next month
I really want to stop
smoking and intend to at
New Year
I really want to stop
smoking and intend in the
next 3 months
I really want to stop
smoking and hope to
soon
I want to stop smoking
but haven't thought about
when
I think I should stop
smoking but don't really
want to
I don't want to stop
smoking
Don't know
Smokers acknowledge quitting is easier with help and
that help is available
Agree net:
88%
86%
86%
21
43%
21%
57%
58%
70%
22%
17%
30%
29%
15%
6%
2%
5%
7%
5%
2%
38%
5%
2%
7%
2%
There is a lot of
Giving up
The NHS has
If I choose to I
help nowadays smoking on your support services can quit smoking
for smokers who
own is hard
to help you quit myself and don't
want to give up
smoking
need help
RQ8 – Agreement with statements about quitting smoking
Base : All respondents 545
Agree strongly
Agree slightly
Disagree slightly
Disagree strongly
Don't know
Those who interacted with stand were more likely to
think that they needed support to quit
22
All agree strongly/ slightly with each statement
There is a lot of
help available
nowadays for
smokers who
want to give up
88%
90%
89%
82%
86%
Giving up
smoking on your
own is hard
93%
77%
79%
86%
The NHS has
support services
to help you quit
smoking
If I choose to I can
quit smoking by
myself and don't
need help
89%
87%
80%
43%
36%
50%
RQ8 – Agreement with statements about quitting smoking
Base : 545/ 284/ 115/ 146
51%
All
Interacted
Noticed
Not noticed
More interest and previous attempts at quitting evident
amongst those who interacted and/ or noticed the stand
23
Intentions for giving up smoking
14%
Yes - currently trying
to quit
17%
10%
10%
36%
Yes - have tried to
quit in last 12
months
All
Interacted
Noticed
Not noticed
39%
37%
27%
50%
43%
Not tried/ trying
52%
64%
RQ9 - Have you made a serious attempt to quit in the last 12 months? By serious I mean
you decided that you would try to make sure you never smoked again.
Base : 545/ 284/ 115/ 146
Almost all who interacted with the stand spoke to
someone
24
Interactions with stand
Speak to someone on
the stand
91%
Sign up to receive follow
up advice from local
services
54%
Any: 57%
Sign up to receive a
leaflet/information in the
post
33%
Take a carbon monoxide
lung test
12%
Look at information/
Leaflets on the stand
18%
Pick up a leaflet to take
away
Pick up a case study to
take away
Interacted
26%
3%
RQ11 - Looking at the card, what did you do at the stand?
Base : 284
Majority were approached by member of staff to go up
to stand
26
Approached by
member of staff
57%
Went up to stand
myself
Neither
37%
5%
RQ12 - Where you approached by someone to visit the stand or did you go up to it?
Base : 284
Interacted
Characteristics of smokers who do not engage with
events
29
»
»
‘Free child’ mode in the ascendant
Focus is on pleasure and the enjoyment of smoking
 Suggestion of giving up perceived as ‘spoiling my fun’
»
Deny smoking is bad for them
 ‘Smoked for 40 years and in good health’; ‘have good genes’
 Anti-smoking messages may be dismissed as ‘scaremongering’
»
Begin producing excuses and rationalisations
 ‘Too stressful’; ‘You have to hit rock bottom first’; ‘I hardly smoke’
 ‘It’s better to go it alone’ (Asian men)
»
Become defiant
 ‘I don’t want to be told what to do!’
Characteristics of ex-smokers
31
»
»
So relieved and pleased they did it
Want others to understand it’s possible
 Pleased that events are offering help
»
Urge to share how they did it
“You knew it wasn’t good for you…there were pictures on television
showing you all the tar in your lungs and all that kind of thing, so you
knew it wasn’t good for you…but you still do it. In the end it’s you – with
all of these things: smoking; drinking; drugs, it’s down to you. It’s only
me puts the fag in my mouth. It doesn’t matter what anybody says to me;
I just feel it’s down to me. ..You need somebody who can sit and explain
to you what’s going to happen – I’m not saying they are not trained. They
might all be nurses! …I think you need a bit of medical [advice].” Female
Ex-smoker, Ilford
33
Response to events
Interactions with stand were very positive, particularly
with staff
36
All agree strongly/ slightly with each statement
97%
Staff friendly/ approachable
60%
93%
Showed support available to help me
69%
87%
Easy to see what stand was for
75%
77%
Stand really attracted attention
58%
78%
Made me think
37%
51%
Didn't tell me anything new
Staff pushy
RQ13 – Agreement with statements about stand
Base : 284/ 115
Interacted
Noticed
50%
8%
5%
NB: statements longer but shortened
so can be read at a glance
Stand liked for being friendly/ informative
37
What liked about the stand
Interacted
Noticed
%
%
Nothing
16
51
Friendly/ pleasant approach
20
4
Informative/ good information/ good advice
13
2
Helpful
10
-
Eye-catching/ bright/ couldn’t miss it
6
7
Clear/ very clear
6
6
Generally a good idea/ I want to quit smoking
6
4
Reassuring/ understanding/ encouraging/ not scary
5
1
All mentioned by more than 3%
RQ14b - Thinking about the stand and your overall experience including anyone you
spoke to and any material available, what, if anything did you like about the stand?
Base : 228/ 83
Some mentions by those who did not notice the stand
that improvements to stand may attract more interest
39
What would make approach stand/ talk to staff on stand
Not noticed
%
Nothing
42
If it was bright/ more colourful
8
Friendly/ approachable staff
7
If I wanted to quit smoking
7
More eye-catching/ if it stood out more
5
Reference to smoking, e.g. a ‘stop smoking’ sign
7
All mentioned by more than 1%
RQ14f - Looking at the stand what, if anything about it would encourage you to approach
it, or to talk to the staff working on the stand?
Base : 107
Impact of experience on quitting
42
Almost all had received some information or telephone
contact
43
Information received
Leaflet/ information pack with advice
about how to quit smoking
55%
Leaflet/ information pack with details of
my local Stop Smoking Service
45%
Telephone call from a local Stop Smoking
Service/ a Local Stop Smoking Advisor
29%
All
Telephone call from the NHS Smoking
Helpline
10%
Other
17%
Nothing
18%
Other mentions
less than 10%
PQ.5 You said that you had signed up to receive further information at the stand. Have
you received any of the following?
Base : All who signed up for information at RQ11 78
Most have taken actions towards quitting since visiting
the stand
Actions taken after visiting the stand (prompted)
44
55%
Discussed giving up with family/ friends
53%
Cut down on the amount I smoke
Read material I was provided at the stand
47%
Set a date to give up smoking in the near future
47%
Only 6% have
not taken any
action
All
Spoken to someone about stopping smoking
Booked an appointment with a Stop Smoking
Advisor
20%
Nets:
17%
Discussed giving up with GP/ other health
professional
15%
Spoken to someone about the stand
14%
Hard measure: 70%
Taking steps: 75%
Thinking: 59%
PQ.6 After visiting the stand have you done any of the following?
Base : 132
Visiting stand has prompted various steps towards
quitting, if limited success in quitting itself
Actions taken as direct result of visiting stand (prompted)
46
Read material I was provided at the stand
47%
Cut down on the amount I smoke
37%
Discussed giving up with family/ friends
36%
Set a date to give up smoking in the near
future
Spoken to someone about stopping
smoking
24% did not take
any action as a
direct result of
visiting the stand
27%
13%
All
Nets:
Hard measure: 47%
Spoken to someone about the stand
12%
Taking steps: 61%
Thinking: 41%
Booked an appointment with a Stop
Smoking Advisor
11%
PQ.7 And did you take any of those actions as a direct result of visiting the stand?
Base : All who took at least one action at PQ6 124
Post event sample are more serious about quitting than
on the day: perhaps interventions are having an impact
48
Intentions for giving up smoking
4%
Serious quitters
Have quit
29%
23%
20%
33%
I really want to stop smoking
and intend to at New Year
I really want to stop smoking
and intend in the next 3 months
I really want to stop smoking
and hope to soon
I want to stop smoking but
haven't thought about when
9%
11%
11%
I think I should stop smoking but
don't really want to
I don't want to stop smoking
11%
11%
Don't know
6%
2%
5%
1%
At event
Post event
23%
Happy smoking
I really want to stop smoking
and intend to in the next month
RQ7/ PQ12 - Which of the options on the card best describes you?
Base : 132
Stand had impact in generating positive word of mouth
49
18 people (14%) had spoken to
someone about the stand
4 to 1 person
7 to 2 people
2 to 3 people
5 to 4+ people
Almost all talked about the
stand in a positive way (1
negative)
PQ.11 When talking about the stand, were you talking about it...
PQ.10 You mentioned you have spoken to someone about the stand and activity. How
many people did you speak to?
53
Event reports
Venues used in quantitative interviewing:
Summary of ‘success’ taken from Carlson sign ups
60
Supermarkets
Avg. – 53
Shopping centres Avg. – 22
Other
Avg. – 36
Sainsbury’s Hendon 18th/19th M
The Mall Bexleyheath
M
Bromley town centre
H
Morrison’s Holloway Rd
H
Centrale
M
Croydon town centre
M
ASDA Kingston
M
Palace Gardens
L
Ilford town centre
H
ASDA Leyton
H
St George’s
H
Queen’s Market
L
Sainsbury’s Nine Elms
H
Kew Retail Park
L
Rayners Lane Station
L
ASDA Wembley
H
The Mall Woodgreen
L
Victoria Market
M
St Nicholas
M
Vicarage Field 5th/12th
L
The Walnuts
M
L
Fewer than 20 sign ups
M 20-35 sign ups
H
Over 35 sign ups
Day quantitative interviewing took place:
Summary of ‘success’ taken from Carlson sign ups
61
Weekday
Avg. – 37
Weekend
Sainsbury’s Hendon 18th/19th
M
The Mall Bexleyheath M
Morrison’s Holloway Rd
H
Bromley town centre
ASDA Kingston
M
ASDA Leyton
Avg. – 24
Centrale
M
H
Croydon town centre
M
Palace Gardens
L
The Mall Woodgreen
L
H
Ilford town centre
H
Queen’s Market
L
Sainsbury’s Nine Elms
H
Kew Retail Park
L
St George’s
H
ASDA Wembley
H
Rayners Lane Station L
St Nicholas
L
Fewer than 20 sign ups
M 20-35 sign ups
H
Over 35 sign ups
M
Vicarage Field 5th/12th L
Victoria Market
M
The Walnuts
M
Quantitative interviewing indoor/outdoor:
Summary of ‘success’ taken from Carlson sign ups
62
Indoor
Avg. – 38
Outdoor
Avg. – 30
The Mall Bexleyheath
M
Bromley town centre
H
Centrale
M
Croydon town centre
M
Sainsbury’s Hendon 18th/19th
M
Palace Gardens
L
ASDA Kingston
M
Morrison’s Holloway Rd
H
ASDA Leyton
H
Ilford town centre
H
The Mall Woodgreen
L
Kew Retail Park
L
St George’s
H
Queen’s Market
L
St Nicholas
M
Rayners Lane Station
L
Sainsbury’s Nine Elms
H
Vicarage Field 12th
L
Vicarage Field 5th
L
Victoria Market
M
The Walnuts
M
L
ASDA Wembley
H
M 20-35 sign ups
H
Fewer than 20 sign ups
Over 35 sign ups
Quantitative interviewing presence of smoking advisor:
Summary of ‘success’ taken from Carlson sign ups
63
No Smoking
Advisor
Smoking Advisor Avg. – 38
Avg. – 21
Bromley town centre*
H
ASDA Kingston*
M
The Mall Bexleyheath
M
Centrale
M
ASDA Leyton*
H
Palace Gardens
L
Croydon town centre*
M
Queen’s Market
L
The Mall Woodgreen
L
Sainsbury’s Hendon 18th/19th* M
Rayners Lane Station* L
Sainsbury’s Nine Elms H
Morrison’s Holloway Rd*
H
St George’s*
H
Vicarage Field 12th
Ilford town centre
H
St Nicholas
M
Kew Retail Park*
L
Vicarage Field 5th
L
Victoria Market*
M
The Walnuts
M
ASDA Wembley*
H
L
Fewer than 20 sign ups
M 20-35 sign ups
H
Over 35 sign ups
* CO testing took place at the venue
L
Ilford Town Centre
Redbridge
Thursday, 14th November
Key Facts
Staffing:
• 3 staff on stand
• Smoking advisor
• No CO testing
Location: Town Centre
• Outdoors
• No other stands nearby
Who visited (research
contacts):
• Smokers: 26
• Non-smokers: 9
• Ex smokers: 13
(additional photos available)
Stand description:
•Stand
Tabledescription:
stand
•• Trailer
•• Banners
The location was relatively
quiet but a large number of
people engaged with the
stand and trailer.
There would perhaps have
been even more
interaction if the trailer had
been facing the shops
rather than the high street.
Data capture forms collected: 51
Estimated number of visitors to stand: 90-100
70
Smoking cessation events in context
87
»
Responses to smoking cessation events / messages vary
 Due to the emotional vs rational reactions
»
While potential quitters on the lookout / warm to the idea of
support receive the messages and interactions positively (in
‘sensible adult’ mode), others quite often respond (childishly)
negatively
 Perceive events as ‘judging’ - triggering guilty, defensive feelings
»
Local retailers object to event / collude with smokers who ‘act out’
 Creates uncomfortable, even hostile, environment
»
Staff often the butt of negativity – from passers-by and venues
 Mockery; rudeness; unhelpfulness; grudging fulfilment of obligations
Stands can have competition
88
»
Small and lacking in impact
 Easily overlooked
»
Other stands nearby often compete
and confuse
 With offers such as energy; private
health insurance; charities
Locations sometimes less than ideal
89
»
Venues / locations often less than
ideal
 Away from main shopping areas;
crowded in narrow entrances
»
Unfavourable environments
 Football fans; territorial retailers;
not under cover
Staff can be the biggest asset
»
»
»
90
In the absence of an impactful stand, staff had
to work hard to attract smokers attention
Widely praised for their pleasant and
knowledgeable approach
 emotionally intelligent; non-judgmental; kind
Indications, however, that negative staff attitudes /
lack of interest can be particularly undermining
 may need motivating
“I think they’re very good; very informative; they know their stuff. Really
useful.” Female, Potential quitter, Ilford
“He was very sympathetic to my problems, he was very,
very nice, not pushy.” Female Potential quitter, Orpington
Time of year, has good and bad points
»
91
Weather cold, often wet and overcast
 Discourages passers-by from stopping and engaging
»
Staff in hats / scarves not easily identifiable / clearly branded
 Also, hard (esp for elderly / non-English speakers) to hear what they say if
muffled up
»
Appropriate but narrow window of time (9.45 until 4.00)
 Avoids morning rush; impractical to continue after dusk (around 3.30)
however
»
»
»
Indications that winter affects smokers’ health / sense of wellbeing
Expense of Christmas and New Year’s resolutions possibly work in favour
of smoking cessation
Credit crunch beginning to hit
 Especially Routine & Manual workers
Time of year: illustrations of its impact
92
Most happy with experience they had. Few mentions of
improving stand out or content of stand
94
What would improve about experience they had
Interacted
Noticed
%
%
Nothing
46
49
Make it more eye-catching/ bolder advertising/ bigger and
bolder writing
8
5
Needs to be brighter/ a more colourful stand/ brighter
colours
6
11
Should have more pictures/ placards/ posters
6
7
Show damage/ harmful/ shocking effects
4
4
Make it bigger/ bigger stand
3
4
Should give out freebies/ free patches/ gum
3
1
Provide more information
3
-
Better location
1
2
All mentioned by more than 1%
RQ14c - And what if anything would you improve about the experience you had?
Base : 228/ 83
Opportunities to build on: trailers
96
»
Trailer connotes space for individual
attention / assessment
 Disappointing if advisers are not present
“I thought there and then they would give
you advice but the appointment is next
week. It’s a delay, isn’t it? Next week,
again!...I would like someone to counsel
[me] there and then.”
Male potential quitter, Ilford
»
Parking trailer for maximum impact
 Broadest side / eye-catching images
facing areas of highest footfall
Opportunities to build on: branding
»
»
»
»
»
97
NHS branding adds credibility, authority and financial appeal
 Logo could be much larger and at eye-level or above
Message of support not always linked to smoking
Some indication that ‘Stop Smoking, Start Living’ message has
resonance and could be more prominent
Stands often competing with other enterprises
 To have standout they need to be colourful, exciting, impactful
Care and concern of staff currently speaks to smokers’ emotional side
 Theatre; fun; music; colour also help overcome rational messages / implied
criticism
“[Would be more likely to notice] if there was someone
dressed up as a big cigarette, chasing you!...It’s getting
people’s attention ‘cos they’re laughing; people would see the
funny side of it - you see it on telly, don’t you, all things like
that.” Female, smoker Catford
Research suggests a two pronged approach to take
forward
98
»
»
Some common themes emerging which suggest direction events
could take
This is both in practical terms and in overall tone and engagement
Examining venues,
locations, times,
collateral, and visual
stimulus
Making it easier for quitters
to notice and interact with
the stand
»
Could process better
engage with emotional
responses to
encourage more
smokers to interact?
Broadening appeal of
activity
Taking steps will help build on success of events, which could be
more consistent
Events and the quitter
99
Smoking cessation messages largely rational
Stands easily overlooked and not much fun
Staff and some images have emotional appeal
(where staff fail to meet emotional needs this is
doubly damaging to the event’s success)
Offer of support – phone contact, pack, local group etc. has many emotionally satisfying elements
Challenge is to inject more emotional elements
to appeal to the ‘free child’
Practical recommendations (1)
100
»
Careful considerations of:
 Stand location – not always in busy areas, or in the centre of busy areas
 Other activity taking place – danger of confusion with credit card/ utility stand
 Days of week – being in the winter, daytime only practical
»
 Other events taking place (e.g. football matches) – can be very disruptive
Staff are central to the process
 Broadly viewed as positive element
 Where less motivated is damaging to success of event as a whole
»
• Little reason for quitters to otherwise approach
Time of year worth considering
 Cold and wet weather means outdoor events may have difficulty in attracting
interest
 But cold does impact on smokers health and therefore may prompt action
 In addition, coming up to New Year
Practical recommendations (2)
101
»
Usage of collateral and stand visual appeal
 Some evidence that stand out could be improved
»
•
•
•
More signposting
More engaging visually
Larger presence
Smoking Advisors
 Would help in ‘seizing the moment’
 Should be present in trailer events
 Carbon monoxide testing could help in engaging the emotional
response
Overall views of experience
102
Friendly, but informative approach was appreciated
103
What they liked about the overall experience
%
Friendly/ pleasant approach
48
Informative/ good information/ good advice
29
Helpful
20
Generally a good idea/ I want to quit smoking
18
Reassuring/ understanding/ encouraging/ not scary
11
Was sent information in the post
8
Received a follow up call
5
Direct/ to the point
4
Liked the tests/ carbon monoxide test
2
Clear/ very clear
2
Eye catching/ bright
2
Gave contact details
2
All mentioned by more than 1%
PQ3. Now thinking about your experience with the stand including anyone you spoke to and any
material available and any follow up calls and information you may have received, what if anything did
you like about the experience?
Base : telephone 132
Positive associations with stand and activity were found.
Few negative words used to describe experience
Words used to describe experience (prompted)
104
Helpful
91%
Relevant to me
90%
84%
Interesting
Engaging
73%
Motivating
72%
All
51%
Thought provoking
44%
Clinical
Discouraging
17%
Boring
11%
Patronising
11%
PQ.13 Thinking about the stand and your overall experience including anyone you spoke to
and any material available or that you were subsequently sent, which of the following would
you associate with the experience you had?
Base : All respondents 132
Bringing it all together
106
Conclusion: events are generating positive outcomes
but could be doing so more uniformly and to a greater
degree of success
107
»
Smoking cessation events in London did generate success
 Positive responses were found amongst those who interacted
 Outcomes were evident including date setting, discussion of quitting
and in some instances quitting altogether
 They also generated positive word of mouth
»
Some evidence that impact limited because of features of process
of engagement and in some instances the events themselves due
to venues and other practical considerations
 Two pronged approach recommended to help events extend reach
•
•
Practical considerations around event format and location
Discussion of ways that events could better engage with less interested
quitters
To summarise: our recommendations are a review of
venues, stand and messaging
112
Our recommendations would be as follows:
»
Analysis of events that worked and didn’t work this year
 To input into planning for future activity
 Careful selection of venues and locations
»
Review stand itself and messaging
 Some evidence that stand could be better signposted and branded to
attract more attention
 Perhaps more focus on how to engage with emotional rather than just
rational side to smokers
 Ways of provoking thought in those who are not yet serious quitters
»
Some further element of capturing momentum of initial interest
 Better use of trailers/ CO testing
More detail on recommendations can be found in deck