Now that we have increased awareness of illicit tobacco how can we trigger a normative shift?
Building on a pan-regional intervention developed by The Hub to raise awareness of the dangers of illicit tobacco, our team began to explore more direct approaches by piloting community-based interventions in Blackpool and Salford.
Social norms
Both the evidence base and our own direct experience showed that the sale, purchase and consumption of illicit tobacco are deeply ingrained behaviours, embedded in community culture and social norms.