One Anti-drug Campaign - Stoptober Flashcards

You may prefer our related Brainscape-certified flashcards:
1
Q

Who and when was stoptober introduced?

A

Introduced in 2012 by the Public Health England

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2
Q

How many people signed up to stoptober in 2013?

A

250,000 signed up in 2013

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3
Q

What did stoptober provide?

A

Provided a positive mass quiting trigger and set a specific goal (SMART target) of being smoke free for a month

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4
Q

Who was stoptober aimed at?

A

Aimed at all smokers, including teenagers through accessible language

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5
Q

What was stoptober’s simple message?

A

‘If you stop smoking for 28 days in October you are five times more likely to quit for good’

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6
Q

How was stoptober advertised in 2014?

A

Positive, motivational campaign launched in 2014 with a 3-minute sketch show during the Emmerdale commercial break

Used comedians to deliver the message in a humorous way

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7
Q

What supported tools did stoptober provide?

A

Physical packs

smartphone apps

texts

emails offering daily humour content to keep participants smiling throughout stoptober

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8
Q

What are the key features of the stoptober advert?

A

Inclusive

Comedic

Will power

Chat show

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9
Q

How was the stoptober advert inclusive?

A

Used pictures of individuals reflecting a range of ages, ethnic backgrounds, males and females to draw all members of the general population in

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10
Q

How was the stoptober advert comedic?

A

Used comedic tone

Health benefits such as ‘taste buds will improve’ rather than fear tactics (cancer/respiratory disease) so less pressurised

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11
Q

How did the stoptober advert show willpower?

A

Al Murray speaks about how willpower is the British trait which helps participants to be more resilient to the demands of quitting

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12
Q

How was the stoptober advert a chat show?

A

Filmed with an audience so viewers feel part of the wider group/supported/self-belief

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13
Q

Was stoptober effect?

A

Was the biggest mass quit attempt in UK

Used a wide range of advertising medium so was able to target all smokers

Proved to be popular with 250,000 participants however this doesn’t necessarily mean its effective - people may have returned to smoking in November

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14
Q

How many people made it to the end of stoptober?

A

In the 2013 campaign 65% (160,000 people) made it to 28 days

Estimated that 20% (50,000) would remain smoke-free after 12 months

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