One Anti-drug Campaign - Stoptober Flashcards
Who and when was stoptober introduced?
Introduced in 2012 by the Public Health England
How many people signed up to stoptober in 2013?
250,000 signed up in 2013
What did stoptober provide?
Provided a positive mass quiting trigger and set a specific goal (SMART target) of being smoke free for a month
Who was stoptober aimed at?
Aimed at all smokers, including teenagers through accessible language
What was stoptober’s simple message?
‘If you stop smoking for 28 days in October you are five times more likely to quit for good’
How was stoptober advertised in 2014?
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
What supported tools did stoptober provide?
Physical packs
smartphone apps
texts
emails offering daily humour content to keep participants smiling throughout stoptober
What are the key features of the stoptober advert?
Inclusive
Comedic
Will power
Chat show
How was the stoptober advert inclusive?
Used pictures of individuals reflecting a range of ages, ethnic backgrounds, males and females to draw all members of the general population in
How was the stoptober advert comedic?
Used comedic tone
Health benefits such as ‘taste buds will improve’ rather than fear tactics (cancer/respiratory disease) so less pressurised
How did the stoptober advert show willpower?
Al Murray speaks about how willpower is the British trait which helps participants to be more resilient to the demands of quitting
How was the stoptober advert a chat show?
Filmed with an audience so viewers feel part of the wider group/supported/self-belief
Was stoptober effect?
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
How many people made it to the end of stoptober?
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
