; Slide 1 Smokefree North West (PowerPoint)
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Slide 1 Smokefree North West (PowerPoint)

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									                                                              ‘Take 7 Steps Out’
                                                             campaign evaluation
                                                             for NHS Manchester


     Prepared for SFNW by 2CV
          November 2010
                                            2CV UK    2CV North America
34 Rose Street, Covent Garden, London WC2E 9EB        Suite 1032, Phelan Buildings, 760 Market Street, San Francisco, Ca 94102
    t: +44 (0) 20 7655 9900 f: +44 (0) 20 7655 9901   t: +1 415 956 1004
                                     www.2cv.co.uk    www.2cv-inc.com
Acknowledgements

   Smokefree North West would like to thank NHS Manchester for embracing
   the Take 7 Steps Out campaign and for using it at a local level to create a
                      truly integrated, effective campaign.

    Your work, along with the tools provided by Smokefree North West, has
   made a valuable contribution to successes outlined in this evaluation and
   are a testament to how working together at all levels can produce positive
                        results in a cost-effective way.




                                                              2CV UK    2CV North America
                  34 Rose Street, Covent Garden, London WC2E 9EB        Suite 1032, Phelan Buildings, 760 Market Street, San Francisco, Ca 94102
                      t: +44 (0) 20 7655 9900 f: +44 (0) 20 7655 9901   t: +1 415 956 1004
                                                       www.2cv.co.uk    www.2cv-inc.com
                                                 SmokeFree North West

                                                                   3




Contents

                             Background and methodology


                           Measuring campaign awareness


               Response to the ‘Take 7 steps out’ campaign


           Campaign impact on SHS attitudes and behaviour


                               ‘Take 7 steps out’ summary
                                                                                                      SmokeFree North West

                                                                                                                         5




Overview of SHS research
                                           Benchmarking research
                                                March 2010


         Intractables                           Indifferents                               Mutables
   Don’t want to acknowledge any          Under pressure, they will admit to       ‘Guilt button’ is near the surface.
  aspects of their behaviour is wrong   the potential harm of smoking in front   Aware and willing to admit that SHS
               or harmful                  of children (but more concerned        has health consequences and will
          Defence: Denial                 about children copying than SHS)           make an effort to limit the risk
                                               Defence: Suppression                         Defence: Effort



                                                                                     Plan to             Plan to give
                                                                                    continue             up smoking
                                                                                    smoking
                                        ‘Take 7 steps out’ campaign
                                                August 2010


                                              Post wave research
                                               September 2010
                                                                SmokeFree North West

                                                                                  6




Key objectives for the post-wave research


1. Measure campaign recognition in the North West

2. Monitor campaign impact on awareness and attitudes associated
    with second hand smoke



3. Assess how far the ‘Take 7 steps’ message has infiltrated the target
    audience and impacted on their smoking behaviour
                                                                         SmokeFree North West

                                                                                           7



The post-wave stage sample profile, reflecting smoking population and
matched to the benchmarking wave to allow for direct comparisons


         53% Male                          47% 18 – 34 yrs
        47% Female                          53% 35+ yrs
                                                                    8%



           40% BC1                            80% Parents
          60% C2DE                            20% Carers
                                                                         18%

                                                                               40%
            50% smoke in the house, & live with no other smokers     22%
             30% smoke in the house, & live with other smokers
                 20% do not smoke but live with a smoker                   11%




                            Among smokers:
                    30% Light : 1 – 9 cigarettes per day            80% Urban
                  44% Moderate : 10 – 19 cigarettes per day
                     25% Heavy: 20+ cigarettes per day
                                                                    20% Rural

       Research was conducted face to face in street during September 2010
                                         SmokeFree North West

                                                         12




Manchester’s Take 7 Steps Out Roadshow
 Harpurhey Market, 9th September 2010
                                                                                       SmokeFree North West

                                                                                                       13




              Manchester’s Take 7 Steps Out Roadshow

 Roadshow attended by:
   •   Abbie Paton, Ali Reid, Jenny Miles, Lana Burrows, Rebecca Coyle, Mark Brown and Jenny
       Cowell all from Manchester Stop Smoking Service
   •   Sonia Andrade, Associate Director of Manchester Joint Health Unit
   •   Pat Karney, Director of Smokefree Manchester
   •   Dr Liam McGrogan, GP

 200 Take 7 Steps Out packs given out

 Media coverage included Key 103 and the MEN

 The posters were sent to Health Matters in all Manchester libraries. The packs have been (and
   will continue to be) sent out along with our local materials to homes signing up to our smokefree
   homes scheme

 Borrowed Steparoo for the launch of The Big Talk consultation about smoking/SHS in Harpurhey

 Combined 7 steps with chemical soup to deliver intervention in children’s centres. Launched in
   Harpurhey in Nov 2010. Plan is to roll out in more children’s centres across Manchester

								
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