A new pilot campaign has been launched in Greater Manchester this month. The campaign aims to raise awareness of the relative safety of e-cigarettes compared to smoking tobacco.
Cancer Research will lead, fund and evaluate the pilot campaign, with consultancy and support from stop smoking experts, Public Health England, Greater Manchester Health and Social Care and academic researchers. The campaign is aimed at smokers aged 25-55, focusing on those that want to stop and have yet to try an e-cigarette as a cessation device. Lower socio-economic groups will be targeted due to the higher smoking prevalence and e-cigarette usage compared to higher groups.
The campaign incorporates an outdoor advertising campaign that includes adverts on buses, billboards and bus stops as well as washroom posters. This will run for four weeks from 15th January 2018 to 18th February 2018. Alongside this Cancer Research will be running regional press coverage in the Greater Manchester area and nationwide paid Facebook adverts (excluding the North East and Yorkshire & Humber for evaluation purposes).
E-cigarettes are the most commonly used quitting tool in England and for the first time ever, there are more ex-smokers than smokers using e-cigarettes. However, there are still problems surrounding perceptions of the safety of e-cigarettes and inaccurate information.
In a 2017 ASH survey, only 13% of adults believe that e-cigarettes are a lot less harmful than smoking and Cancer Research now has a role to play in reducing the confusion and highlighting their relative safety compared to cigarettes.
It is hoped that the campaign till help smokers make informed choices about their decision to quit. For more information on e-cigarettes and the Cancer Research UK campaign, head to http://www.cruk.org/vaping