Reducing smoking prevalence in Brinnington, Stockport: Scoping report
Summary of findings
· Interviewees observed that cessation advisors who appear to give them orders are ignored whereas those offering encouragement and support are listened to.
· In a close knit community, the views of neighbours and friends has accentuated importance.
· There is a strong harmful and hazardous drinking culture in Brinnington, which is entwined with smoking and binge smoking on nights out.
· Many Brinnington residents have poor health and no matter what their age poor health appears to be a significant incentive to quit smoking.
· Smoking is a considerable drain on finances of the low income Brinnington residents. Giving up or wanting to give up for financial reasons was common.
· Many Brinnington smokers felt guilty that they smoked and would not smoke around children.
· Relationships with GPs varied but some interviewees felt GPs did not communicate with them on an appropriate level or did not give them enough time.
· Many Brinnington residents commented that they would be unlikely to visit a pharmacist for smoking cessation advice.
· Stress is often coped with by smoking. Brinnington residents, who often suffer from financial and health hardship, often have considerable stress in their lives.
· Most interviewees had a strong desire to quit.
· Smoking in Brinnington appears to be the cultural norm.
There is considerable scope in Brinnington to significantly improve quit attempt figures using existing services. Key points raised from the primary research included:
· Availability of services needs to be a priority. Time and place need to be considered. Services need to be easy and convenient to attend.
· Gender issues should be considered. Men are likely to have different needs and these are not being currently addressed.
· Volunteers need to be mobilised and trained. Community-led initiatives will likely be most successfully received.
· Promotions of services needs to be fully integrated and have a strong impact. The desire to quit is already there, but the support is shakey.
· Innovative ideas could be used, such as incentives and joint programmes with other behavioural initiatives.
The aim of this study was to gather exploratory data to inform a social marketing intervention to increase smoking cessation attempts in Brinnington by increasing quit attempts through NHS-run cessation services.
· Overall, the focus was on building a picture of the current services and reasons for their limited success.
· Recommendations will be made for possible changes and development of cessation services to make them more consumer-oriented.
· Key consumer insight will also be presented which may be able to inform future social marketing interventions.
Research objectives were defined were to explore:
· The limited use of current cessation services by Brinnington residents
· The attitudes to current cessation services by Brinnington residents
· The experiences of successful quitters and those who have dropped out
· Other issues which may form barriers to cessation or incentives to quit for Brinnington smokers
In 2007, ten learning demonstration sites were set up by the National Social Marketing Centre with funding from the Department of Health. The aim of which was to help local areas apply and integrate social marketing into their programmes and strategies, whilst helping to develop a robust evidence base for social marketing. The learning demonstration sites are also a key component of the Department of Health’s ‘Ambitions for Health’ strategic framework to build capacity and skills in applying social marketing principles to health interventions.
The learning demonstration sites were based in Primary Care Trusts (PCTs) and local authorities across the country and addressed a wide range of health issues.
The reducing the smoking prevalence in Brinnington pilot project was one of the demonstration sites selected for the programme.
The Stockport smoking pilot project was one of ten learning demonstration sites, set up by the National Social Marketing Centre with funding from DH, to build capacity and skills in applying social marketing principles to health interventions. Data for this report has been drawn from local information sources provided by Stockport PCT contacts, from national epidemiological and academic sources and first hand from local people involved with current interventions.
Smokers and ex-smokers who live on the Brinnington estate in Stockport
A series of one to one interviews were conducted in either Brinnington Community Centre or Brinnington Health Centre meeting room. These interviews were informal and an incentive of £20 in the form of high street or supermarket vouchers was offered. In all cases apart from 1 the voucher was accepted. Interviews lasted around 1 hour.
Data collection methodology