Evidence-based Behaviour Change


Categories: Smoking Cessation

Ontario Ministry of Health: Social smoking


How can we encourage “non-smokers” to quit smoking?

Collaborative Change have been working in close partnership with the Ontario Ministry of Health (MoH) and BBDO to design behaviour change communications for a particularly hard to reach group, young social smokers.

As well as providing invaluable audience insights that were used to guide communications, the co-creation phase of the Collaborative Change process revealed a key challenge for the project, “how can we encourage people who don’t identify themselves as smokers, to quit smoking?

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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.


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.

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NHS Blackpool: Illicit tobacco

Categories: ,

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.

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