Smoking Survivors

Smoking Survivors  is our current campaign first launched in 2023 to highlight the shocking, raw and life-changing experiences from former smokers in the North East.

Smoking is the single biggest cause of cancer and death in the UK and causes 16 different types of cancer.  Cathy and Sue are two real life “survivors” who were diagnosed with cancer from smoking while still in their 40s. We have also featured the stories of throat cancer survivor Tony, and Debbie and Sadie who lost their husband and father Denham to COPD.

They have shared their emotional, at times graphic but also hopeful and inspirational stories to encourage people who smoke right across the region to “make a fresh quit”.

Our call to action is to encourage people to “put smoking behind you”, tying in with the vision of a smokefree future. We offer support via the regional quitting hub for tips and local stop smoking service support at FreshQuit.co.uk.

Smoking Survivors” is NHS branded and first ran in June 2023 and has now ran across six phases:

  • On television across ITV, ITVX (TV catch up)
  • Radio (Capital, Smooth, Metro. TFM, Greatest Hits) and Facebook with supporting PR and social media
  • Outdoor media on sites across the region (see examples below)
  • Facebook and Instagram

Denham's story

Cathy's story

Sue's story

Tony's Story

Smoking survivors has been one of the most positively received campaigns Fresh has ran with both regional and national acclaim, and with wide recognition and impact across areas and ages:

  • 73% of smokers or recent quitters saw or heard the campaign – most remembered live TV
  • 91% found it easy to understand
  • 71% – made them wish they didn’t smoke – only 1 in 4 did not experience an increase in desire to be a non-smoker
  • 66% were more concerned about smoking
  • 61% were more motivated by the benefits of quittin
  • 46% took an action towards quitting – from making a quit attempt to cutting down to switching to vaping
  • ¾ said it was more relevant and impactful having real and local people featured

26% of smokers who saw the campaign cut down – 15% a lot

9% of smokers tried to quit

7% switched to vaping

46% in total took an action towards quitting – from trying to stop, switching to cutting down to talking to a partner or health professional  – an estimated 92,000 people

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