The challenge in this case study for Haypp was to highlight the social impacts of smoking, how smoking is isolating us and create awareness about the desire of smokers to quit or significantly reduce their smoking habits. The objective was to shed light on the isolation experienced by smokers due to their need to leave social gatherings and workplaces to smoke, potentially affecting their social interactions and causing inconvenience to others.
To address the challenge, a comprehensive campaign was developed to emphasise the social consequences of smoking. The campaign incorporated various channels such as interviews, audio features, and media outreach to amplify the message. Key actions taken include:
- Data Analysis: Analysing data from Hayyp, it was discovered that over a third of smokers reported spending more than 30 minutes alone outside each day to smoke, missing out on important social interactions.
- Identifying Desperation: The study revealed that 10% of smokers were “desperate” to quit smoking in the current year, while an additional 4% aimed to significantly reduce their smoking. This highlighted the strong desire among smokers to overcome their addiction.
- Regional Analysis: By examining data from different areas, the campaign identified Glasgow, Birmingham, London, Bristol, Cardiff, Manchester, Leeds, Belfast, Liverpool, and Southampton as the key regions with high interest in quitting smoking.
- Youth Focus: Recognising that young people showed more enthusiasm for quitting, with 35% of those under 40 expressing the desire to quit, the campaign targeted this demographic to encourage healthier alternatives such as vaping.
- Alternative Solutions: The campaign provided information on various approaches to quitting smoking, including nicotine replacement therapy, medications, behavioural therapy, support groups, and the potential use of e-cigarettes as a harm reduction tool.
The campaign effectively raised awareness about the social isolation caused by smoking and the strong desire among smokers to quit. The results of the campaign were as follows:
- Total Interviews: 314 interviews were conducted, reaching a wide audience of 9,834,226 individuals.
- Audio Features: 39 audio features were produced and reached an audience of 1,427,000 people.
- Media Hits: The campaign achieved 353 media hits, significantly increasing its reach to 11,261,226 individuals.
- Regional Coverage: The campaign received coverage in multiple regions through outlets such as Gateway – Essex, Siren – Lincolnshire, Durham On Air – Durham, Beat 102 – South East, BHBN – Birmingham, News Syndicate – Nationwide, Audio Feature – Nationwide, WCR – West Midlands, Radio Scarborough – Scarborough, and BBC Leeds – Leeds, Yorkshire.
- Awareness and Engagement: The campaign successfully conveyed the message about the social impacts of smoking, leading to increased awareness and engagement on the topic. It sparked conversations and encouraged smokers to consider quitting or reducing their smoking habits.
Overall, the case study demonstrated the effectiveness of a targeted PR campaign in highlighting the social consequences of smoking and encouraging individuals to make positive changes for their health and social well-being.