The Department of Health wanted to promote cessation of tobacco in the workplace and an NHS screensaver.
Tobacco in the Workplace Initiative
To find eight companies to take part in the Tobacco in the Workplace Initiative. This initiative was designed to help major employer’s to support their staff’s smoking cessation.
BDS successfully sourced eight companies, McVities, Chartered Institute of Personnel & Development, Scottish and Newcastle, Procter and Gamble, The Body Shop, Forte, Dixons and Unipart, who agreed to take part in the Tobacco in the Workplace Initiative. The companies were targeted to broadly represent British business and reach a large proportion of the target markets, as set out in BDS’ original strategy: C2DE least advantaged adults.
The screensaver was an interactive support tool for consumers wanting to give up smoking, based on the Prochaska Change Model. This was to be marketed to consumers and businesses (for their staff) through a direct mail campaign, and virally on the internet. BDS were asked to secure a sponsor to fund the development of the screensaver.
BDS followed their initial research discussions with Nicotine Replacement Therapy product manufacturers by obtaining an offer to sponsor the screensaver from Superdrug.com.
Promotion of the NHS Smoking Helpline Telephone Number
Following the introduction of the new NHS helpline number, BDS were asked to devise a cost-effective way to publicise the new number. We recommended the introduction of a new ‘no smoking’ sign that carried the NHS number, and the www.giveupsmoking.co.uk website address. We also targeted and contacted venues with high footfall from the public, to persuade them to use the sign.
BDS secured over 1000 venues by attaining partnership with targeted companies (for example London Luton Airport, P&O Stenna Line, Debenhams, John Lewis, Odeon Cinemas and First Group Plc among many others) who agreed to prominently display the signs.
- University College London Hospital
- London City Airport and Bloomberg
- Shell – Make the Future Live
- Land Rover Experience at Bluewater
- Emirates Cable Car and TFL
- Hampden Stadium sponsored by BT Scotland
- British Airways London Eye
- Department of Health: Smoking Cessation Programme
- DART – Luton Airport Rapid Transport System
- Wembley Stadium “End of an Era”
- Department of Health: Travel Communication Programme