Behavioural Innovation

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Categories: Smoking Cessation

NHS Blackpool: Illicit tobacco

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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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NHS Stockport: Smoking cessation

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How can branding reduce smoking rates in a community where smoking is the prevailing norm?

In 2009, The Hub worked with NHS Stockport on a National Social Marketing demonstration project in Brinnington, Greater Manchester. This small, tightly knit community had an adult smoking prevalence rate of 52% and a range of deeply ingrained cultural and social norms that perpetuated it.

Central to the work we did was the development of the ‘Lose The Fags’ brand: a phrase, a sentiment and a visual identity that reflected and resonated with the cultural identity of the community, based on client research and ethnography undertaken by our designers.

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