SS 16.00-17.30 Special sessions
Initial qualitative research tested the effectiveness of a range of communication ideas amongst smokers and recent ex-smokers including the health effects of smoking, the benefits of not smoking, the cost of smoking, etc. The key conclusions from this work were that smokers regarded quitting as difficult, had little confidence in their ability to quit and feared the consequences of quitting. Those trying to quit claimed they wanted understanding, sympathy and support. Smokers felt that previous smoking advertising, which focused on the negative aspects of smoking rather than the positive benefits of quitting, did little to support their efforts.
The above research led to the development of a TV campaign starring John Cleese which was screened in England between 1992 and 1995. These adverts used humour and surprise to deliver supportive messages encouraging smokers to quit. Subsequent research highlighted the strengths and weaknesses of the John Cleese campaign and led to the development of the new Break Free TV campaign which was first screened in 1996. This primarily targets smokers who are motivated to quit and aims to build their self-confidence in their ability to do so.
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