matm has helped devise a major New Year marketing campaign to encourage thousands of smokers in Shropshire to ‘Pledge to Quit’ in 2011.
We’ve been working working with Help2Quit, an NHS stop smoking service.
Help2Quit runs drop-in clinics across Shropshire offering one-to-one support for smokers. It also provides a free workplace service where smoking rates are high. Results show smokers are four times more likely to stop with Help2Quit support.
Key elements of the New Year campaign include bus shelter advertising, a leaflet drop to 40,000 homes, video clips of people explaining why and how they quit and a social media campaign.
Stuart Bickerton, Director of the matm marketing, graphic and web design, web development and PR agency at Jackfield near Telford in Shropshire, says: “It’s vital that you use the right methods to reach target groups to generate the best value for money and the greatest impact.
“That’s one reason why social media, such as Facebook, will play a part in the campaign. Video provides excellent social media content and can be packaged differently for a range of purposes. Because we have the expertise to shoot and edit the video ourselves, it’s very cost effective.”
The bus shelter advertising campaign will be focused in the Telford and Wrekin area on busy main roads close to supermarkets. The leaflet mailing will be targeted in other areas of the county where there are high levels of smoking.
The Pledge to Quit message challenges smokers to think about the personal benefits of giving up – and explains the range of help at hand if they want to quit.