Knowsley Health and Wellbeing: Smoking cessation

How can we make our Stop Smoking Services more client-centred?

Smoking prevalance within disadvantaged communities lies at the heart of the UK’s ongoing drive to reduce health inequalities.

Segmentation

To facilitate a fresh approach to smoking cessation amongst these groups, Knowsley Health and Wellbeing analysed qualitative research to develop 7 distinct segments representing these communities. Using this model, our team designed a communications and engagement programme to allow existing Stop Smoking Services to adopt a more client-centred approach to these priority groups.

Client-centred services

Using local and national insight we developed 7 distinct ‘quitter’ profiles, encapsulating the common barriers to initiating a quit attempt and the factors that hinder success. It was then possible to recommend the cluster of services most appropriate to each profile.

Quitter types

Using the 7 quitter ‘types’ as a basis, we created a family of illustrated characters to personify the difficulties experienced when negotiating a quit attempt and engage communities with a playful, humorous approach.

Functional Communications 

A ‘Quick Quit Quiz’ was created to help smokers identify what sort of ‘quitter’ they were and a community roadshow was utilised to connect with the community. Through the characters, the quiz and the direct approach taken with the roadshow, it was possible to establish affinity with prospective quitters and show how services could be tailored to their specific needs. The data captured was used to engage participants with a CRM programme to continue supporting them through text and postal contact.

Results

• 40% of all people who engaged with the campaign went on to access services
• 80% have expressed a desire to continue being supported by the CRM programme