The Challenge
In 2021, public health research revealed low awareness levels of the Stop Smoking Service due to residents’ limited knowledge about the service.
While many were aware of the NHS smoking cessation service through GPs, they lacked familiarity with local service names and the option for self-referral. Despite being highly regarded by users, the service was not universally known, hindering efforts to assist smokers in Bedford, Central Bedfordshire, and Milton Keynes in achieving smoke-free lives.
To address this, We Can were briefed to develop an engaging awareness campaign focused on encouraging individuals to seek support for smoking cessation. The campaign required an enticing hook, key messages, and a suite of well-designed digital assets to sustain targeted tactical efforts throughout 2023-24.