Advertising campaign achieved the fourth-highest click-through rates for a campaign of this type across England.
Somerset County Council commissioned Public Health Action to deliver prompts to motivate smokers in Bridgwater, Yeovil and Taunton to quit as part of Stoptober.
These areas were prioritised as high-density urban areas with high smoking prevalence. National campaign support was restricted to social media and digital channels.
What we delivered
Our professional team planned and carried out an advertising campaign that touched on both radio and social media to maximise impacts within specific budgets for target audiences.
The radio advertising element touched on-air and digital advertising, website and social media coverage. Working with local radio stations, live presenter reads, promotional trails and advertisement campaigns were all supported by a website page and ad messages delivered to smartphones.
Impactful advertising was also developed for buses, ad-vans, bus stops and convenience stores.
An evaluation report was delivered summarising the results and recommendations.
Delivering an impressive response this local campaign for Somerset achieved the fourth-highest number of click-through rates when compared across all local authorities in England, according to Public Health England data.
- This local campaign for Somerset achieved the fourth-highest number of click-through rates across social media when compared across all local authorities in England
- The campaign was completed within the timescale and delivered within budget
- We were able to use our contacts to turn around media bookings and production and ensured adequate resourcing to ensure all work and approvals were secured in time
- This enabled us to maximise prompts to quit ready for the campaign launch on 1 October
Joy Holt, Programme Lead, Behaviour Change
Kate Knight, Programme Director, Behaviour Change