Case study on evaluating a smoking cessation campaign
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The document evaluates a €33 million EU anti-smoking campaign targeting young smokers aged 24-35, launched in 2011 and concluded in 2015. Key findings indicate the campaign reached 19 million smokers, with 450,000 signing up for support and 65,000 reporting successful quits, though it cost €500 per smoker who quit. Recommendations for future campaigns suggest reusing successful messaging, targeting specific demographics more effectively, and incorporating evaluation from the outset.
Case study on evaluating a smoking cessation campaign
- 1. Evaluation case study August 2021 Dr Glenn O’Neil
- 2. 2 There are currently 28 million smokers aged 24-35 in 28 Member States of the EU In 2011, the EU launched a € 33 million EU wide anti-smoking campaign targeting young people across Europe for 3 years I was part of the evaluation team that evaluated the campaign in 2015 Background
- 3. 3 Campaign approach “Ex-smokers are unstoppable” campaign emphasized the benefits of becoming an ex- smoker; it was not a prevention campaign The campaign focused less on negative “shock” tactics used in anti-smoking campaigns
- 4. 4
- 5. 5 1. Highlight the benefits of giving up smoking and encourage and assist citizens to help them quit; 2. Raise awareness of the dangers of tobacco; 3. Contribute to ensuring that new generations live longer and healthier lives in a smoke- free Europe Campaign objectives
- 6. 6 Activities
- 7. 7 What should we evaluate? How should we evaluate?
- 8. 8 What should we evaluate? Did the campaign reach its objectives? Effectiveness Reach Awareness Attitudes Action Change
- 9. 9 What should we evaluate? What worked well? Efficiency Cost-efficiency Activities Future campaigns
- 10. 10 Why should we evaluate? Prove and improve
- 11. 11 How should we evaluate? Monitoring data: web, media, social media, iCoach Stakeholder surveys and interviews Focus groups and surveys of smokers and ex-smokers iCoach users interviews Analysis of campaign financial reports
- 12. Evaluation matrix KPI Methods Sources To what extent did the campaign achieve its objectives? Evaluation question No. of smokers reached No. of smokers aware of campaign No. of Smokers registering on iCoach No. of registered users stopping smoking Which campaign channel was the most cost-efficient? Cost of user reached per channel Financial analysis Campaign financial reports and reach data Media monitoring Surveys Interviews iCoach monitoring data Media / social media Smokers iCoach users Etc. Etc. Etc. Etc.
- 13. 13 Key findings – reach to action 19 million smokers reached 450,000 signed up to iCoach 65,000 reported quitting smoking 69% 1.6% 0.2% It cost €500 for each smoker who quit
- 14. 14 Key findings – role of campaign 19 million smokers reached 450,000 signed up to iCoach 65,000 reported quitting smoking Role of: • Nicotine replacements • E-cigarettes • Self-help literature • Already decided to stop smoking • Only one-third of smokers seek support or assistance to stop Role of: • Influence of family and friends • Cost of smoking
- 15. 15 Advantages of stopping smoking Financial benefits from stopping smoking Better physical shape from stopping smoking Better life from stopping smoking Positive messaging was appreciated by audiences Key findings - Messaging Most successful with Southern Europe, men, those already decided to stop smoking
- 16. 16 Key findings – cost per channel Print Digital TV € 8 million € 7.4 million € 2.3 million 5.4 million 43.7 million 6.3 million € 1.49 € 0.17 € 0.37 Cost No. of smokers 25-34 years reached Cost per smoker reached
- 17. 17 1. Highlight the benefits of giving up smoking and encourage and assist citizens to help them quit; 2. Raise awareness of the dangers of tobacco; 3. Contribute to ensuring that new generations live longer and healthier lives in a smoke- free Europe Campaign objectives – achieved?
- 18. 18 Recommendations What would you recommend based on these findings for future EU campaigns on smoking and other health issues?
- 19. 19 Recommendations 1. Repeat and reuse the campaign concept, messaging and tools 2. Adopt a more targeted approach: Southern and Eastern European countries and women 3. Use a mix of digital and TV channels 4. Improve objective setting and measurement 5. Build evaluation into future campaigns from the start
- 20. 20 Conclusions • All communicators have a role in monitoring and evaluation • Thinking about evaluation before you start helps you map out activities to change desired • Showing the results of communications is feasible • Value is focusing on the outcome level – what did your communications change?
- 21. 21 Q&A
- 22. Report & contact details [email protected] glennoneil www.owlre.com @glenn_oneil www.intelligentmeasurement. net Contacts: http://publications.europa.eu/resource/cellar /4c008831-cef9-11e5-a4b5- 01aa75ed71a1.0001.01/DOC_1