Mission: To make health a top priority for everyone in Northern Ireland.

Objectives:

• to increase the number of smokers likely to seriously consider quitting or making a quit attempt;
• to raise awareness of the different methods of help and support available to smokers;
• to increase smokers’ understanding that the use of the help and support available can increase the chances of stopping smoking for good;
• to encourage smokers to use some of the help and support mechanisms available to help them quit.
   

Background:
One of the key objectives of the Tobacco action plan is ‘helping smokers to quit’. The HPA has been contributing to this objective through its public information work which has not only motivated smokers by raising awareness of the health effects of smoking but also promoted the help and support available to help smokers quit.

The Continuous household survey, which biennially includes questions about smoking, showed that, in 2004–2005, adult smoking prevalence was 26% (27% males and 25% females). In the same survey, over three quarters (77%) said they would like to give up smoking.

Giving up smoking is not easy because nicotine is highly addictive. Qualitative research commissioned by the HPA in 2001 helped give an insight into smokers’ thoughts on giving up. Some of the findings relating to this are listed below:

The ‘process’ of quitting was most frightening/off-putting. The advantages of being a non-smoker and an ex-smoker were clearly seen but the process in between was viewed as difficult and unpleasant.

• The majority of smokers did not view smoking as an addiction, they preferred to use the term ‘habit’ and felt willpower was necessary in order to quit. The effectiveness of aids to quitting was, therefore, not widely accepted. Smokers were found to be sceptical of nicotine replacement therapies (NRTs) such as patches and felt the key to quitting was willpower.

The research highlighted a need to change smokers’ perceptions of the process of giving up and to increase understanding that cessation is possible, withdrawal symptoms can be addressed and help and support can increase the chances of a successful quit attempt.

The campaign:
A new television advertisement called ‘Giving up’ was produced along with a new radio advertisement, ‘Goin’ for a smoke?’. The advertising highlighted that smokers are four times more likely to quit smoking if they use local stop smoking support services along with NRTs and promoted the Smokers’ Helpline as a source of information about these services.

	Click here to view the 'Giving up' television advert
	Click here to listen to the ‘Goin' for a smoke? ’ radio advert