Tobacco control marketing and e-cigarettes

Do anti-smoking campaigns work? A recent study, published by the Society for the Study of Addiction, says that yes, anti-smoking ads are effective in lowering the odds that someone will smoke and in reducing smoking behaviour, even two months later.

In fact, the UK is a leader in tobacco control marketing, according to a 2013 report on the Tobacco Control Scale. On five of six measures (tobacco tax, smokefree places, advertising bans, health warnings and stop smoking support) the UK ranked very high, but not on public information campaigns--because the government cut spending on such marketing elements for several years. Now Public Health England has introduced a new anti-smoking campaign that shows how internal organs are damaged by smoking, with the goal of provoking a feeling of disgust that will encourage smokers to quit.

E-cigarettes are still an issue to be addressed, however. E-cigs deliver nicotine without smoke, and are often used by smokers who want to quit. Yet without long-term research, the health consequences for users are not entirely clear. Meanwhile, UK regulators are banning the sale of e-cigs to consumers under 18. And officials are warning that e-cigs can be harmful to youngsters who may try 'vaping'.

Wales is reportedly considering a ban on e-cigarettes in enclosed public places, and other areas are studying the possibilities. This may be the year that e-cigs are more highly regulated because of their increased popularity and worries that younger consumers will want to try smoking.

Stoptober: It's like October but without the cigarettes

Stoptober, the UK campaign to encourage smokers to quit for 28 days, will launch on 1 October. The campaign targets the estimated 8 million UK consumers who currently smoke. From a consumer behaviour perspective, smokers who give up tobacco for four weeks are five times more likely to permanently quit than smokers who quit for only a few days.

As a result, the Stoptober campaign isn't just informational--it invites smokers to change their behaviour by quitting for 28 days, during which they can draw strength from other participants.

In 2012, 160,000 people joined the campaign. What happened? Although not everyone completed the 28-day challenge, Devon's experience was very positive: the number of quitters increased by 15% during the second half of the year.

For 2013, the Stoptober campaign will be bigger and better, with more ways for participants to receive info and support. Traditional media such as radio and TV will introduce the campaign to the public and build interest. Involvement techniques include social media messages, mobile apps, text messages, e-mails, online videos, special events and local activities. Several websites will provide detailed info, tools for support and even stress-busting music.

Last year, celebrities such as former England player Ian Wright, Apprentice contestant Kate Walsh and make-up artist Gary Cockerill all put their fame to work encouraging smokers to quit for 28 days. Opinion leaders will do the same this year, in mass media and digital media.

The Stoptober Twitter account already has more than 10,000 followers. Tweets with hashtags such as #stoptober are building anticipation and participation. The NHS Smokefree Stoptober Facebook page, with 167,000 likes, is also active. Pinterest fans can browse pinned images on the Stoptober Pinterest account. And of course, YouTube videos are part of the marketing plan, as well. Watch for more messages throughout the month of Stoptober.

Communicating the dangers of smoking

As the New York Times reports, cigarette marketers are seeking profits by concentrating on countries where tobacco marketing is not as highly regulated as in the UK, Europe and the US. In the UK, Action on Smoking and Health is only one group helping to combat smoking.

The World Health Organisation's ongoing battle against tobacco marketing (see image above) is gaining momentum in some areas. Even in Russia, where smoking has traditionally been quite popular, large, specific health warnings on cigarette packaging have been adopted to remind smokers of the health consequences.

For a global gallery of anti-smoking health warnings, click here.