Scottish Government - Smokeline
Scottish Government, Jan-Feb 2011
The Brief
To promote Smokeline, the Scottish Government's stop-smoking service, to recent quitters and ready-to-quit smokers throughout Scotland. The free service, supported by the Government, aimed to find the right quit method for each individual and to support recent quitters via a dedicated helpline and interactive webchat. Recent quitters were particularly targeted to increase their chance of success by using Smokeline as well as willpower.
Implementation
The engagement took the form of CO and lung-ageing tests to get the public to recognise that smoking was having a negative effect on their health. The team then directed each smoker to the free helpline and webchat services and gave them a quitting countdown calendar containing handy hints & tips on planning to quit and quitting. The team consisted of two ex-smokers who were able to relate their experiences and better understand the needs of the public.
The fully branded display gave prominence to the Smokeline number and website for those not wanting to stop. A branded vehicle was also used so that the Smokeline number was promoted while the team was on the road.
The team gave out branded quitting calendars which counted down to quitting day and gave daily tips on quitting thereafter. The Smokeline-branded magnetic calendar was given to anyone who approached the stand.
Success criteria
Minimum 5 referrals per day and engage 5% of footfall.
The campaign generated over 29 referrals a day and engaged over 6500 people.
- "It's good to know that they now have online chat".
- "Great local help, not patronising at all."
- "I've never seen anything like this before, it's fantastic"
- "Great that you checked my CO reading. I will definitely quit."
- "Everyone we spoke to said the team at Tesco's were engaging and easy to talk to"
Stats
1 team
23 locations
1 in 11 passers-by engaged
6,550 engagements
6,000 miles in branded vehicle
674 referrals