The first phase of a mass marketing campaign across Yorkshire and Humber that encourages smokers to say “Yes to Quit” has drawn to close.

The Yes to Quit campaign was launched in March using TV, radio, transport links and social media amongst the channels. Using thought-provoking ads developed by a production company created for NHS Greater Manchester, the campaign asks audiences ‘what will you miss?’ more than smoking, such as weddings, births or quality time with others, that two in three smokers will miss by dying too soon unless they quit.

The campaign’s initial 8-week phase coincided with the Tobacco and Vapes Bill’s progression through Parliament, which aims to create a smoke-free generation by restricting the sale of tobacco products and regulating vaping.

Eski was appointed at the beginning of the year to support through developing the campaign website, film case studies, digital marketing campaign, social media management, SEO, events and PR support.

One of the powerful aspects of the campaigns was working with stop smoking teams to demonstrate the impact that stop smoking has on people’s lives. One story that gathered media attention due to her openness (including enabling us to film her surgery!) is Wendy’s.

A full evaluation is underway. Early signs that it has changed hearts and minds, and we hope this will influence behaviour by increasing quit attempts through the NHS app and stop smoking services across the region and the 100,000+ website visitors attracted through the digital marketing aspect alone.

Developing and launching a huge campaign on a short timeframe has meant many lessons learned which we will be sharing at a special webinar on 15^th July.

Find out more about Yes to Quit and help to stop smoking at www.yestoquit.co.uk

The campaign was superbly led by Katy Connolly, Marketing and Communications Manager at Humber and North Yorkshire Centre for Excellence who will along with Eski’s CEO John Gilbert will be sharing 5 lessons learned in 30-minutes.

This is the first of a series of webinars Eski will be presenting along with clients and associates that delve into campaigns, media and consultancy approaches to some of the most fascinating and important health and social challenges.

As well as describing methodology and impact, there will be a takeaway of 5 key learning points that can be applied to your work covered – all in no more than 30 minutes.

The webinar is taking place 12.30pm till 1pm on Tuesday 15^th July. During this we will share a practical break-down of lessons learned from commissioners and providers of the Yes to Quit stop smoking campaign that combined mass media advertising, digital PR, and storytelling in partnership with all local authorities, and ICB communications teams throughout Yorkshire and Humber.

It was a unique way to commission a campaign and we’ll share all stats, return on investment and feedback gathered along the way.