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


Space to breathe

Date:
8 January – 30 April 2007

Target groups:
The general public, particularly smokers.
All employers/businesses.

 

Aims:

  • To raise awareness about the change in legislation in relation to smoking in enclosed and substantially enclosed public places and workplaces.
  • To encourage compliance and support for the legislation.
 

Objectives:

  • to inform the general public and businesses about the new smoke-free legislation in advance of the implementation date and to communicate the legislation implementation date;
  • to prepare the public and businesses for the introduction of the smoke-free legislation;
  • to encourage the public and businesses to comply with the smoke-free legislation;
  • to raise awareness that second-hand smoke is a serious threat to public health and that the smoke-free legislation is being implemented as a health and safety issue to protect workers and the general public from the harmful effects of second-hand smoke;
  • to highlight sources of further advice and support with regard to the smoke-free legislation;
  • to ensure that public attitudes to a completely smoke-free environment are overall positive.
     

Background:
Second-hand smoke refers to ‘sidestream’ smoke released from the burning tip of a cigarette and ‘mainstream’ smoke – smoke inhaled and then exhaled by a smoker. Other terms used to describe second-hand smoke include involuntary smoking, passive smoking or environmental tobacco smoke.

For more than a decade, the medical and scientific evidence has demonstrated that exposure to second-hand smoke harms health and worsens existing health problems. Smoking is the single greatest cause of premature death and preventable illness in Northern Ireland. Smoking is a major cause of health inequalities and is the principal cause of the gap in life expectancy between higher and lower socio-economic groups.

Due to the health risks of second-hand smoke many countries have introduced legislation restricting smoking in workplaces and public places. On 17 October 2005, the Department of Health, Social Services and Public Safety (DHSSPS) announced that comprehensive controls on smoking in enclosed public places and workplaces, including pubs, would be introduced in Northern Ireland in April 2007 to protect employees and the public from exposure to second-hand smoke. The announcement followed a public consultation on possible strategies for legislation to which nearly 71,000 people responded and more than 91% of respondents were in favour of comprehensive smoke-free legislation. The smoke-free legislation implementation date was recently confirmed as 30 April 2007.

The Health Promotion Agency for Northern Ireland (HPA) and many other health organisations have been undertaking work for many years to highlight the health risks of second-hand smoke. This work has included research into public attitudes towards smoke-free environments.

In August 2004 the Health Promotion Agency (HPA published research that assessed the attitudes of the general public in Northern Ireland towards smoking prohibitions or restrictions. The survey explored public awareness of the health risks of second-hand smoke and to what extent the public are bothered by tobacco smoke in public places. There was a general awareness of the risk of second-hand smoke to health but awareness of specific risks other than lung problems was low. There was a high awareness that second-hand smoke can cause significant health problems for children, although 15% of the sample were still unaware of this. The research indicated that many in the population were in favour of a completely smoke-free environment. However this attitude was more prominent among non-smokers.

In November 2004 the HPA launched a campaign Passive smoking – there’s nothing passive about it  to raise awareness about the health effects of second-hand smoke and encourage public support for legislation to restrict smoking in workplaces and public places.

The evaluation of the Passive smoking – there’s nothing passive about it campaign indicated that the campaign reached its target audience and was viewed as thought provoking, believable and relevant to both smokers and non-smokers. Indeed, up to half of smokers reported they were encouraged not to smoke in front of others.

Following this campaign in February 2005, the public attitudes survey conducted in August 2004 was repeated. It should be noted that while 46% of the public were in favour of smoke-free public places indoors in 2004 and 2005, there was an increase in the number of people preferring both indoors and outdoors to be smoke-free (24% in 2004 compared to 29% in 2005). Furthermore, there was a decrease in those saying they are not in favour of smoke-free workplaces (21% in 2004 to 18% in 2005).

In both surveys all respondents were asked whether they would support a law to make all workplaces smoke-free. Support for the legislation grew from 61% in 2004 to 68% in 2005. The campaign evaluation and the 2005 survey on public attitudes towards smoking prohibitions/restrictions indicate the campaign had a positive impact.

Smoke-free legislation

From Monday, 30 April 2007 it will be against the law to smoke in enclosed and substantially enclosed workplaces and public places, and in certain vehicles. The legislation objectives are to:

  • reduce the risks to health from exposure to second-hand smoke;
  • recognise a person’s right to be protected from harm and to enjoy smoke-free air;
  • increase the benefits of smoke-free enclosed public places and workplaces for people trying to give up smoking, so that they can succeed in an environment where social pressures to smoke are reduced;
  • save lives over the next decade by reducing exposure to hazardous second-hand smoke.

District councils will enforce the smoke-free legislation.

More information about the smoke-free legislation can be found at www.spacetobreathe.org.uk


 

The campaign:
The DHSSPS commissioned the HPA to develop and implement a communications campaign to ensure both the public and businesses are prepared for the introduction of the smoke-free legislation, and to create a supportive environment where people are encouraged to comply with the new legislation.

In order to ensure a coordinated approach to communications, a smoking legislation communications steering group has been established by the DHSSPS Investing for Health Team (Tobacco Control), which includes representatives from the HPA, DHSSPS Information Service and the Environmental Health Service.

The campaign also draws on the experiences of countries that have already introduced smoke-free legislation, such as the Republic of Ireland and Scotland.
 
The campaign was launched on 8 January 2007 and will be ongoing in the lead up to and directly following the introduction of the smoke-free legislation.

The HPA developed a logo to brand all elements of the campaign using the strapline ‘space to breathe’.

The website www.spacetobreathe.org.uk has been developed as a source of information about the smoke-free legislation for the public and businesses. This website is promoted through all aspects of the campaign.

Television, radio and outdoor advertising has been developed to inform businesses and the public about the introduction of the legislation and to give employers an opportunity to prepare for it. The advertising also reinforces the negative health effects of second-hand smoke in order to encourage support for the legislation. The television advertisements are subtitled.

Outdoor poster advertising is also being used to highlight the smoke-free legislation implementation date and promote www.spacetobreathe.org.uk

A number of concepts were pretested with the target audience before the television and radio advertising was produced. Feedback from the pretesting was used to inform the final production of the advertising. Three variations of the final concept for the television advertising were produced, each one shows a different setting.

TV icon Click here to view the smoke-free legislation television advertisement ‘workshop’.
TV icon Click here to view the smoke-free legislation television advertisement ‘pub’.
TV icon Click here to view the smoke-free legislation television advertisement ‘office’.
Radio icon Click here to listen to the smoke-free legislation radio advertisement.

Click here to view the smoke-free legislation outdoor poster advertisement.

A guidance information document will be issued by direct mail to businesses throughout Northern Ireland during April 2007. The document will provide detailed information on the smoke-free legislation along with samples of the no-smoking signage which must be displayed in order to comply with the smoke-free legislation. Further supplies of the guidance document and the signage will be available from the environmental health departments of district councils and the Health and Safety Executive. Additional supplies of the signage will be available from the Central Health Promotion Resource Services of local Health and Social Services Boards.

The guidance document and the signage will also be available to download from www.spacetobreathe.org.uk

An information leaflet was also produced and issued to the public as an insert in popular daily newspapers.

Posters highlighting the implementation date and promoting www.spacetobreathe.org.uk were also issued to district councils to distribute to businesses in their areas.


 
Media:
Link to the press releases on this website: 8 January 2007; 18 January 2007.  
 

 


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