Greater Manchester has one of the worst smoking rates in the country; there are 4,500 deaths related to smoking each year, 1 in 8 expectant mothers will smoke throughout their pregnancy, and one child every hour takes up smoking, equating to another classroom of smokers per day. The NHS recognised the need to reduce smoking in Greater Manchester.
The campaign that fired up a revolution to shape anti-smoking laws
We did what Manchester does best: we fired up a revolution. We reignited the conversation around smoking, encouraging people from local communities – smokers and non-smokers – to share their views with the hope to shape anti-smoking laws in the future.
The aim of the campaign was to encourage citizens of Greater Manchester to complete a survey so they could express their views in order to bring about change. Each borough within Manchester appointed a local ambassador to drive the conversation, encouraging their neighbours, friends, colleagues and loved ones to share their opinion.
The survey had more than 8,000 responses, exceeding the initial target by 867%. The campaign had a reach of over 18 million, meaning that was enough for each resident to see it five times. But most importantly, as a direct result of this campaign, smoking legislation has changed – making children’s playgrounds smoke-free for the next generation.
We became history makers!