Make Smoking History in Greater Manchester

Challenges:


Greater Manchester Health and Social Care Partnership wants to make Greater Manchester the first smoke free region in Europe, with the huge aim of cutting smoking by a third in just three years.
The radical campaign required a strategy to engage with local communities and spark a discussion about how to Make Smoking History in each borough in Greater Manchester.


Response:


Havas PR worked with sister healthcare agency, Havas Lynx, to create the largest public engagement of its kind, launching the ‘History Makers’ survey.
Havas worked with spokesperson Andy Burnham, Mayor of Greater Manchester, to successfully launch Making Smoking History to media and key stakeholders.
A group of local advocates from the region’s ten boroughs were chosen to front the campaign and champion the cause in their community, encouraging people to complete the survey. An advocate roadshow also took place, complete with media photo calls and interviews with advocates.
To further drive survey completions on National No Smoking Day, we launched a UK shopping centre first, with a revolutionary walk through smoke screen installation, displaying messages about smoking that literally floated in the air. 


Result:


Over 2,500 people across Greater Manchester completed the History Makers survey in just two months, with nearly 500 of those offering to become a local campaign advocate.
ITV Granada Reports covered the campaign launch with a five-minute piece, as well as regional titles including BBC Radio Manchester and Manchester Evening News, plus local titles for each of the ten boroughs.
The campaign achieved over 60 pieces of press coverage, which created a reach of more than 13million across the region.

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