Smoking cessation materials: Pre-testing research
Summary of findings
- If a smoker is determined not to quit it is highly unlikely they will engage with the intervention. Therefore, the focus should be on smokers who want to quit.
- In terms of communications materials, the NHS logo immediately dispels the perception of ‘junk mail’.
- A covering letter from the GP should enhance the seriousness even further.
- The bright pint / blue have impact.
- The ‘QuitFit for You’ statement on male communications works best, yet females reject a ‘me’ focused statement.
- Further fitness, pampering and nutritional advice options should be added to enhance the level of choice.
- An age range should be referenced to alleviate fears that it is for ‘young people’
- The options of 1-1 and groups support should be communicated.
Key associations with smoking focus on the following:
- The enjoyment of smoking (‘chilled out’)
- High cost
- Disgusting smell
- Increasingly seen as an anti-social behaviour
- Health risk (a ‘killer’)
- Willpower essential for quitting
Creative concept evaluation:
- Include the NHS logo on the envelope.
- Use the ‘QuitFit for You’ statement on the male envelope.
- Change the female statement to one that is less focused on “me”.
- Add further fitness, pampering and nutritional advice options to each, and stress that choices are available, with each individual having the opportunity to take part only in those activities that interest them.
- Provide an age range to put their minds at ease that it is not a ‘young persons’ intervention.
- Communicate that one will have the opportunity to meet other people, males and females, and that one can join with a friend or one’s partner to give added support.
- Include a GP Letter: When asked if a letter from the GP should be included, all participants give a resounding “yes!”, as they argue this will add “seriousness”. As one male comments, “You don’t mess with doctors!”
Access to Appointment & Attendance
- All welcome an appointment at either the Stop Smoking Shop, or at their GP’s surgery. Should include flexible / longer opening hours / weekends so mothers, workers etc. can attend.
- They would like to be able to drop into the Stop Smoking Shop whenever they feel the need.
- They would also like access to a Free phone hotline, “24/7”.
- They recognise that quitting smoking is a difficult journey to take alone, and they believe the main area of support needed on a continuous basis is “how to break, and keep breaking the habit".
To pre-test communication materials for a reducing smoking/quit smoking direct marketing intervention aimed at Rotherham’s smokers in terms of impact, relevance, and appeal.
Research to pre-test communication materials for a reducing smoking/quit smoking direct marketing intervention aimed at Rotherham’s smokers in terms of impact, relevance, and appeal.
2 focus groups in Rotherham.
- 10 respondents recruited on-street for each group:
- 7 respondents took part in the female group.
- 9 respondents took part in the male group.
Data collection methodology
16 respondents (7 female, 9 male)