4.4. Evaluate a current public health campaign in the UK

This guide will help you answer 4.4. Evaluate a current public health campaign in the UK.

Public health campaigns aim to improve the health and wellbeing of the population. They focus on raising awareness of specific health challenges, providing accurate information, and encouraging behavioural changes. This evaluation will examine the “Stoptober” campaign, a well-known public health initiative in the UK designed to help people quit smoking.

Purpose of the Stoptober Campaign

Stoptober is an annual smoking cessation campaign led by Public Health England (PHE), introduced in 2012. The campaign takes place during October and encourages smokers to quit for 28 days, based on evidence that people are five times more likely to stop smoking permanently if they can remain smoke-free for 28 days.

This campaign primarily targets adult smokers in England and aims to:

• Raise awareness of the health risks associated with smoking
• Provide tools and support to help people quit
• Reduce smoking prevalence in England
• Contribute to overall improvements in public health

By addressing both individual behaviour and broader public health, Stoptober aligns with the UK government’s overall goal to create a smoke-free England by 2030.

Methods and Strategies Used in Stoptober

Stoptober uses a combination of digital media, traditional advertising, and community engagement to reach its audience. Some of the key strategies include:

Digital Tools and Apps

Stoptober has a free mobile app that provides practical assistance, including:

• Daily motivational messages
• A tracker showing money saved and health improvements made after quitting
• Access to a private support group where users can share experiences

These tools use interactive elements to keep participants engaged throughout the 28 days.

Mass Media Campaigns

Television, radio, and online advertisements form the backbone of Stoptober’s messaging. These adverts highlight the benefits of quitting, both in terms of health and finances, and often feature stories of individuals who successfully stopped smoking.

Social Media Support

Stoptober has a strong presence on social media platforms such as Instagram, Facebook, and Twitter. These platforms provide updates, motivational content, and opportunities for participants to share their progress.

Free Resources

Participants can access free guides, videos, and email or text message support. Stoptober also collaborates with local NHS services to direct people to in-person and phone-based support where needed.

Collaborative Partnerships

The campaign works alongside pharmacies, workplaces, and health charities, ensuring resources and advice are widely available. Employers are encouraged to support workers who want to quit smoking.

Target Audience

The primary audience is adult smokers in England. This includes people from all age groups, genders, and socio-economic backgrounds. The campaign also pays special attention to groups where smoking rates are higher, such as:

• People in low-income communities
• Individuals with mental health challenges
• Pregnant women who smoke

Efforts are made to ensure materials are accessible and relevant for diverse audiences.

Achievements and Impact

Over the years, Stoptober has recorded many significant achievements. These include:

Awareness and Participation

The campaign has consistently reached millions of smokers, with many committing to the 28-day challenge. For example, in its first year, over 160,000 people took part. With each passing year, the campaign has grown, assisted by widespread media coverage and public endorsement by influencers.

Smoking Cessation

Stoptober has helped thousands of people quit smoking. Research conducted by PHE shows that about 20% of participants manage to remain smoke-free even six months after the challenge. This is a major achievement in public health.

Health Benefits

By quitting smoking, participants reduce their risk of diseases such as cancer, heart disease, and respiratory illnesses. The NHS benefits as well, with fewer smoking-related hospital admissions and reduced demand for medical treatment.

Financial Savings

For individual participants, quitting smoking leads to significant savings. On average, smokers spend hundreds of pounds monthly on cigarettes. Stoptober highlights these savings to motivate individuals further.

Criticism and Challenges

Although Stoptober has seen success, it does face criticism and barriers.

Relapse Rates

While 20% of participants manage to stay smoke-free long-term, the majority relapse after completing the 28 days. Addiction to nicotine is challenging to overcome, and not all participants receive ongoing support after Stoptober ends.

Engaging High-Risk Groups

Despite efforts to target specific groups, such as people in low-income areas and those with mental health issues, engagement levels often remain lower in these populations. This is partly due to factors like lack of access to support services or ingrained habits connected to stress or poverty.

Funding and Resources

Public health funding cuts over recent years have limited the reach and scope of campaigns like Stoptober. Local stop-smoking services have experienced financial pressures, reducing the availability of in-person support.

Adjustments and Improvements

To increase its effectiveness, the Stoptober campaign could consider:

1. Extending Support Beyond October
   While the 28-day focus is effective for short-term motivation, many participants would benefit from ongoing support. Regular check-ins or follow-ups could help prevent relapse.
2. Greater Support for High-Risk Groups
   Tailored interventions that consider the unique challenges faced by vulnerable groups could increase engagement. For example, collaborating with mental health services or creating resources in multiple languages could improve accessibility.
3. Addressing Social and Environmental Factors
   Campaigns could educate people about strategies to manage stress or environments where smoking is socially accepted. Building partnerships in local communities to address these factors would also help.
4. Increased Funding
   More investment in Stoptober would ensure its messages reach a wider audience. This could include partnerships with local businesses to provide workplace-based initiatives or sponsorship of community events.

Evaluation Methods

Several metrics are used to evaluate Stoptober’s success:

• Participation Numbers: The number of individuals who sign up each year provides insight into the campaign’s reach.
• Long-Term Abstinence: Surveys and follow-ups assess how many participants remain smoke-free after six months.
• Health Outcomes: Data on smoking prevalence rates and related health conditions such as lung cancer are linked to Stoptober’s effectiveness over time.
• Engagement: Social media analytics provide information on how well people interact with campaign content.

Conclusion

Stoptober is an example of how public health campaigns can raise awareness, encourage positive behaviour change, and improve the population’s health. It has delivered measurable impact in terms of smoking cessation and public awareness. However, challenges remain. Enhancing support for vulnerable populations, addressing funding gaps, and providing longer-term interventions will improve its success further.

By learning from its limitations and building on its achievements, Stoptober can continue to help smokers quit and reduce smoking rates across England. This in turn contributes to wider public health goals and reduces the burden of smoking on individuals and the NHS.