Brief

Using a social marketing approach and working with the National Social Marketing Centre on this pilot programme, create a brand and campaign that would empower the residents of Brinnington, Stockport to give up smoking. Leverage the strong sense of community within the area to encourage residents to rally behind the campaign. Develop concepts, visual executions and tone of voice to suggest the campaign is being driven by the community itself, not 'outsiders'.

Research

Focus groups with current smokers and those engaged within service. Interviews and meetings with key stakeholders - project leaders and smoking cessation service providers in the Brinnington area. Evaluation of other local, regional and national campaigns. Secondary desk research. Ongoing market testing throughout the project.

Approach

Create a brand and campaign that the community could take ownership and participate in. It was vitally important to get the tone of the campaign correct in order to avoid the suggestion that public health officials or 'the council' were coming into the community and telling people how to live their lives.

By putting real Brinnington smokers - local characters - at the heart of the campaign it was possible to immediately attract interest and establish affinity. A brash, challenging, humourous tone of voice was developed, in line with the sub-cultural norms that research suggested defined the Brinnington community.

A clear, emphatic brand identity and logo was developed capable of raising awareness of the campaign on a wide range of supporting material and merchandise - pens, mugs, t-shirts, beer mats etc.

Tactics

Smoking cessation services offered by trained, local residents. Text messaging service and dedicated phone line manned by local, trained ex-smoker. Brand name. Logo. Strapline. Community media including, posters, leaflets, mugs, pens, t-shirts.

Results

Project currently being rolled out.