8.1.5 anti-drug campaign

Question 1

what is our anti-drug campaign?

Answer 1

stoptober

Question 2

describe one anti-drug campaign

Answer 2

• aim - to enjoy giving up smoking
• introduced in 2012
• led by Public Health England
• campaign message - if you stop smoking for 28 days in the month of october, it makes it five times more likely that you will quit for good.
• catchy campaign title, capitalising on trend to give months of the year a theme (Movember, Dry January etc.)
• Focus is to be positive and motivational

Question 3

stoptober - what are the methods of communication?

Answer 3

• Stoptober website NHS Stoptober Smoke free
• App
• Posters
• Online community
• Face to face support

Question 4

stoptober - methods of communication (2017 advert)

Answer 4

• Lots of people are shown getting involved in passing the ‘stop’ ball
• Range of ages, genders, ethnicities represented
• Everyday people who the audience could easily identify with as role models
• They are active, look happy and healthy
• Info about success rate, the app, online and face-to-face support & methods which can be used (gum, patches and e-cigarettes)
• Clear campaign message: stop for 28 days = 5 x more likely to stop for good
• Audience told to ‘join in’ - inviting people to give it a go

Question 5

Explain, using SLT how the Stoptober TV advertisements, may influence someone to stop smoking (4)

anti-drug campaign

Answer 5

• The Stoptober advert shows women and men who represent a range of ages and ethnicities, who the audience can identify with as role models.
• The audience will hear the success rate and message of the campaign (quit for 28 days = 5 x times more likely to stop for good) and observe the people in the advert being successful and rewarded for not smoking (visibly happy, active, healthy and working together),
• so the audience may be motivated to give up smoking through vicarious reinforcement.

Question 6

Explain how the Stoptober app, online community and face-to-face support may act as reinforcement to encourage people to stop smoking.

Answer 6

• The app allows users to track the number of days they have been smoke free and the amount of money saved - the more days they achieve and money they save, the better they will feel, the more likely they will repeat the behaviour. Also, they will be able to spend their money on something rewarding, like a holiday.
• The online community and face-to-face support may be rewarding as 1-1 interactions and positive encouragement, such as congratulating people on the amount of days/money they have achieved will encourage them to continue to give up smoking.

Question 7

explain psychological strategies behind the campaign - classical conditioning

Answer 7

The smoker associates smoking (nicotine buzz/ holding cigarette) with being sociable and having fun

The Stoptober campaign would aim to replace that association:

Not smoking is associated with:
* reducing health risks
* improving fitness
* saving money