The Stop Smoking London “Amazing Things Happen” campaign was awarded Bronze at the LG Comms Excellence Awards on Tuesday 5th November. A judging panel from LG Comms, the Local Government Association and Government Communication Service – reviewed more than 80 campaign entries and shortlisted us amongst 20 other winners. The judges said that this was “an extremely well executed campaign with some excellent graphics, messages and digital assets”.
The campaign was developed for the London Smoking Cessation Transformation Programme (LSCTP), commissioned by the London Association of Directors of Public Health (ADPH London), to direct Londoners to the Stop Smoking London offer and increase uptake of local and regional services. It was designed upon research commissioned by the Programme which looked into the values and motivations of London smokers. This insight informed all aspects of the campaign – from the design and messaging, to the channel choices and timing. This has led to some fantastic outcomes – the click-through-rate from the digital adverts to the website was 0.29% – double that of the previous year.
An ongoing series of national monthly surveys of smoking and quitting, conducted by the UCL, has found that the implementation of the Stop Smoking London programme was linked to a 10% increase in the quit attempt rate in the first year of its operation from 2017-18. And that this increase was sustained in 2018-19. This increase has largely been attributed to the media campaign. An increase of this size would be expected to result in an additional 3,000 or so quit attempt in 2018-19.
Somen Banerjee, Director of Public Health, London Borough of Tower Hamlets & London Association of Directors of Public Health Lead for Smoking Cessation and Tobacco Control said “We are delighted by the fantastic recognition of the Amazing Things Happen campaign and how well and thoughtfully it has been executed. The partnership approach taken by Directors of Public Health in London facilitated by ADPH London has been critical to our success in developing this campaign and making inroads with London’s smoking population.”