Our plea to dads
to think of
NHS Community Services in Central Essex knew exactly who they wanted to reach through their stop smoking campaign – male routine and manual workers who were, most importantly, fathers.
Our innovative campaign, sponsored by Pfizer, used arresting photography directly to highlight the impact of smoking on children in the family. Through cards, leaflets and local press, it also clearly stated the benefits of using a local stop smoking service.
Thanks to our recommendation, the campaign featured a text response mechanism, a new initiative for NHS Essex and one that had a significant impact on the target group who are mobile-dependent but only occasional users of PCs.