Research type 
Qualitative
Region 
Local
Year of report 
2008

Summary of findings

 

Synopsis

  • If a smoker is determined not to quit it is highly unlikely they will engage with the intervention. Therefore, the focus should be on smokers who want to quit.
  • In terms of communications materials, the NHS logo immediately dispels the perception of ‘junk mail’.
  • A covering letter from the GP should enhance the seriousness even further.
  • The bright pint / blue have impact.
  • The ‘QuitFit for You’ statement on male communications works best, yet females reject a ‘me’ focused statement.
  • Further fitness, pampering and nutritional advice options should be added to enhance the level of choice.
  • An age range should be referenced to alleviate fears that it is for ‘young people’
  • The options of 1-1 and groups support should be communicated.

Key insights:

Key associations with smoking focus on the following:

  • The enjoyment of smoking (‘chilled out’)
  • High cost
  • Disgusting smell
  • Increasingly seen as an anti-social behaviour
  • Health risk (a ‘killer’)
  • Willpower essential for quitting

Creative concept evaluation:

‘Envelope’ recommendations:

  • Include the NHS logo on the envelope.
  • Use the ‘QuitFit for You’ statement on the male envelope.
  • Change the female statement to one that is less focused on “me”. 

‘Invitation’ recommendations:

  • Add further fitness, pampering and nutritional advice options to each, and stress that choices are available, with each individual having the opportunity to take part only in those activities that interest them.
  • Provide an age range to put their minds at ease that it is not a ‘young persons’ intervention.
  • Communicate that one will have the opportunity to meet other people, males and females, and that one can join with a friend or one’s partner to give added support.
  • Include a GP Letter: When asked if a letter from the GP should be included, all participants give a resounding “yes!”, as they argue this will add “seriousness”. As one male comments, “You don’t mess with doctors!”

Access to Appointment & Attendance

  • All welcome an appointment at either the Stop Smoking Shop, or at their GP’s surgery. Should include flexible / longer opening hours / weekends so mothers, workers etc. can attend.

Continued Support

  • They would like to be able to drop into the Stop Smoking Shop whenever they feel the need.
  • They would also like access to a Free phone hotline, “24/7”.
  • They recognise that quitting smoking is a difficult journey to take alone, and they believe the main area of support needed on a continuous basis is “how to break, and keep breaking the habit". 

Research objectives

 

To pre-test communication materials for a reducing smoking/quit smoking direct marketing intervention aimed at Rotherham’s smokers in terms of impact, relevance, and appeal.

Background

 

Not specified

Quick summary

 

Research to pre-test communication materials for a reducing smoking/quit smoking direct marketing intervention aimed at Rotherham’s smokers in terms of impact, relevance, and appeal.

Audience Summary

Gender

 
Male
Female

Ethnicity

 

Not specified

Age

 

40+ years

Social Class

 

Not specified, but all living in the 20% more deprived areas in Rotherham

Methodology

Methodology

 

2 focus groups in Rotherham.

  • 10 respondents recruited on-street for each group:
  • 7 respondents took part in the female group.
  • 9 respondents took part in the male group.

Data collection methodology

 
Face-to-face
Focus groups

Sample size

 

16 respondents (7 female, 9 male)

Detailed region

 

Rotherham

Fieldwork dates

 

Not specified

Agree to publish

 

Private

Research agency

 
SMS (Survey & Marketing Services Ltd.)