Dr Foster Intelligence

Dr Foster Intelligence's Quit-it campaign 17 October 2007

The Dr Foster Intelligence 'Quit It' bus

The North West has the highest number of smokers in England - accounting for about 1.5 million of the population. More than 3,000 people in the region die each year before the age of 64 because of diseases caused by smoking.

In Greater Manchester alone, 14 people are buried every day as a direct result of smoking related illnesses.

The objectives of this campaign were to reach and influence all smokers, but especially low-income and seldom-heard smokers in Greater Manchester.

The Quit It Campaign was intended to be helpful and educational rather than intrusive and demanding. It was aimed at encouraging people to make cultural and lifestyle changes through awareness raising. The campaign also aimed to raise the profile of the Local Stop Smoking Services in Greater Manchester.

The Quit-It Bus was a central part of this campaign. The branded double decker went on a 20-day tour of the region starting on July 2, 2007. It spent two days in each of the Greater Manchester PCT areas offering help, support and advice to smokers wanting to quit. The Quit-It bus was a huge success, so much so that it was repeated again two months later. The Quit-It bus generated nearly 2000 referrals to services across Greater Manchester, it is estimated that 40% of these people are accessing local services and receiving stop smoking support.

Figures and success to date:

• A total of 309 people have made calls to the 0800 number seeking help and advice. These were received from across the Greater Manchester region, the majority - 169 - from the centre of Manchester.
• A total of 1,164 people used text messaging as a means of seeking help.
• A total of 1,968 people were referred after visiting the Quit It Bus for help and advice.
• A total of 1,071 people have so far been referred as a result of telemarketing- this is still on going
• As well as direct contacts the Quit-it Campaign has increase the awareness of Local Stop Smoking services and has reached a number of people that ordinarily would not access local services i.e. under 18s.
• The Quit-it campaign has generated a total of 4,512 referrals to Local Stop Smoking Services so far, which undoubtedly makes it the most successful Smoking Cessation Social Marketing campaign ever to take place in Greater Manchester.

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