‘Take 7 Steps Out’ campaign evaluation for NHS North Lancashire

1. ‘Take 7 Steps Out’campaign evaluation for NHS North Lancashire Prepared for SFNW by 2CV November 2010

2. Smokefree North West would like to thank NHS North Lancashire for embracing the Take 7 Steps Out campaign and for using it at a local level to create a truly integrated, effective campaign. Your work, along with the tools provided by Smokefree North West, has made a valuable contribution to successes outlined in this evaluation and are a testament to how working together at all levels can produce positive results in a cost-effective way.

3. Contents Background and methodology Measuring campaign awareness Response to the ‘Take 7 steps out’ campaign Campaign impact on SHS attitudes and behaviour ‘Take 7 steps out’ summary

4. Overview of SHS research Benchmarking research March 2010 Intractables Don’t want to acknowledge any aspects of their behaviour is wrong or harmful Defence: Denial Indifferents Under pressure, they will admit to the potential harm of smoking in front of children (but more concerned about children copying than SHS) Defence: Suppression Mutables ‘Guilt button’ is near the surface. Aware and willing to admit that SHS has health consequences and will make an effort to limit the risk Defence: Effort Plan to continue smoking Plan to give up smoking ‘Take 7 steps out’ campaign August 2010 Post wave research September 2010

5. Key objectives for the post-wave research • Measure campaign recognition in the North West • Monitor campaign impact on awareness and attitudes associated with second hand smoke • Assess how far the ‘Take 7 steps’ message has infiltrated the target audience and impacted on their smoking behaviour

6. The post-wave stage sample profile, reflecting smoking population and matched to the benchmarking wave to allow for direct comparisons 47% 18 – 34 yrs 53% 35+ yrs 53% Male 47% Female 8% 80% Parents 20% Carers 40% BC1 60% C2DE 18% 40% 50% smoke in the house, & live with no other smokers 30% smoke in the house, & live with other smokers 20% do not smoke but live with a smoker 22% 11% Among smokers: 30% Light : 1 – 9 cigarettes per day 44% Moderate : 10 – 19 cigarettes per day 25% Heavy: 20+ cigarettes per day 80% Urban 20% Rural Research was conducted face to face in street during September 2010

7. NHS North Lancashire’s Take 7 Steps Out RoadshowArndale Shopping Centre, Morecambe, 25th August 2010

8. NHS North Lancashire’s Take 7 Steps Out Roadshow Roadshow attended by: Lancashire Fire & Rescue Service Adele Shields NHS North Lancs Stop Smoking Service Patricia Rodley, Public Health Advisor Annie Parkinson, Public Health Team NHS North Lancs Health Improvement Team Media coverage included: Lancashire Evening Post, Real radio & ITV Granada 200 Take 7 Steps Out packs given out Marketing materials have been sent to health professionals throughout the North Lancashire area including GP’s, dentists, pharmacists, health visitors and community midwives NHS North Lancashire have also promoted the campaign in Hospitals, targeted schools, on parenting forums, with City and Borough Councils and the Stop Smoking Service Plans to roll out further Take 7 Steps Out resources across North Lancashire Sure Start Centres in 2011