Mass media campaigns play an important role in efforts to reducing tobacco smoking rates and encouraging quitting. Mass media is a cornerstone of Fresh's work to ensure that people in the North East are regularly exposed to messages about the harm of tobacco and benefits of not smoking.
There is a very strong evidence base that campaigns can set the agenda for discussion, change smoking beliefs and attitudes, increase quitting intentions and quit attempts and reduce youth and adult smoking prevalence (Professor Melanie Wakeﬁeld, Director, Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Australia, Chapter 12: 50 Years since Smoking and Health, Royal College of Physicians) Mass media campaigns also have a low cost per capita because of their potential for very high population reach.
Fresh also works closely with the news media in the North East and nationally. On average we create over 400 pieces of online, print, radio and TV coverage a year worth £1.5m in PR value and respond to media enquiries on a range of smoking related subjects.
- Find out more about the various campaigns we have been involved in on our campaigns page, from quitting smoking to illegal tobacco and protecting children from secondhand smoke
- Read our latest annual PR evaluation.
For partners, the Smokefree Resource Centre has all the information you need on the NHS Smokefree campaign, as well as a wide range of resources to help you help others quit smoking. From free materials to order or download, to marketing support for local campaigns and the latest branding information, it’s all here for you.