Tobacco leads event, 31 August 2011 David Wiggins, Strategic Programme Manager

1. Tackling supply and demand Tobacco leads event, 31 August 2011 David Wiggins, Strategic Programme Manager North of England Tackling Illicit Tobacco for Better Health Programme

2. What we’ll cover Progress two years on from Programme launch What’s coming up in the North West Sharing our experience and lessons learned

3. Progress – two years on Programme officially launched in July 2009 UK Centre for Tobacco Control Studies carrying out independent evaluation Tracking data 2009 – 2011 (NEMS market research) Evaluation of Get Some Answers campaign by independent research company

4. UKCTCS interim report ‘The programme has provided the context for different players to come together, and catalysed a significant increase in partnership working around illicit tobacco’

5. Tracking data (NEMS) 2009 - 2011 The number of smokers admitting that they buy illegal tobacco is down by 2% (from 19% to 17%) Amongst 16 to 24 year olds the fall is greater (down 5% from 28% to 23%) Market volume decreased by 11% at a time when smokers classified as struggling financially increased from 20% to 25% - researchers expected economic hardship to push up demand ‘Friends and family still main source but shift to shops’

6. Tracking data (NEMS) 2009 - 2011 Willingness to report trading increased by 4% (from 26% up to 30%) and remained high (74%) if selling to children ‘Comfort’ levels with the trade decreased by 4% amongst smokers (down from 18% to 14%) The trade is becoming less of a social norm e.g. in 2011 53% of buyers agreed ‘everyone does it’ compared to 65% in 2009 (a fall of 12%) Awareness levels amongst non-smokers increased from 50% to 67%

7. NEMS conclusions ‘There have been tangible and measurable shifts in attitude towards illicit tobacco, especially among smokers, with increasing levels of discomfort over the last two years….The increase in the number of people struggling financially will undoubtedly have increased the attraction of cheap illicit tobacco, but despite this consumption has still fallen. This clearly demonstrates the effectiveness of changing attitudes and the causal relationship between attitude and purchase’

8. Trading Standards NW YP survey Compared to 2009, there has been a significant decline in % of respondents claiming to purchase cigarettes with health warnings in different languages (-10%). There has also been an decrease in the number of respondents buying fake cigarettes (-4%) Have you ever bought…?

9. Get Some Answers evaluation Phase one of the campaign (June 2010) reached over half (53%) of target audiences 70% said it had made them more aware of problems caused by illicit tobacco Two thirds said it would make people think twice about buying ‘Overall, the research suggests that the campaign has been effective in highlighting the negative consequences of illegal tobacco and shifting the attitudes of the target audiences’ Significant increase in calls to Crimestoppers – main intelligence source

10. Get Some Answers next steps Phase one, stage two in February 2011 also yielded significant calls to Crimestoppers, higher levels of awareness and attituidinal shifts as identified by NEMS Phase two now being planned with The Hub Likely in October: regional elements will include radio, beer mats, updated retailer pack, new posters to reflect revised messages to public, retailers and publicans

11. GSA revised messaging Public: ‘illegal tobacco increases number of young people who smoke’ Retailers: ‘You’re doing your bit as a responsible retailer’ Publicans: ‘The sale of illegal tobacco on your premises is illegal and could cost you your license’ Option for community champions programme at local level if local funding available (using lessons learned from Blackpool)

12. Embedding messages at community level • In order to maximise on this reach and deepen the penetration of messaging within each PCT, a Champion approach is advocated • Evidence gained from 2 pilots conducted during Phase One in Blackpool and Salford • Evidence built upon through 2011 Blackpool Champion project.

13. The ideal Champion SKILL Accessible, confident, influential, supported and trained FOCUS On illicit tobacco whatever the ‘hooks’ WILL Vested interest in issue and interest in community

14. The ideal Champion • Those with a will are likely to be: • Volunteers • Retailers • Publicans • Councillors (including ex councillors) • Area Partnership Board Members • SSS • Housing Associations

15. Identification, training & support • Recruit via: • Snowballing via existing database of contacts known to PCT and colleagues • Community outreach • Attendance at meetings • Train through: • Initial engagement meeting • Second training meeting • Support with: • Tools (leaflets, posters, stickers, media training) • Telephone, face to face and email support • Links with local teams and media

16. Champion activity • 10 weeks including • Structured events/ talks • Ad-hoc conversations • Distribution of material • A resource for local community to • Hand in illicit tobacco • Share intelligence

17. Evaluation • Structured but tailored approach to evaluation • Face to face • Telephone each week • Pre and post questionnaires

18. Costs Cost savings to be achieved if co-located PCTs combine budgets Expenses to be costed on individual basis

19. Sharing our experience Work underway to develop a toolkit to cover: - Developing partnerships - Gathering intelligence and delivering enforcement - Marketing and communications - Assessing progress Department of Health has expressed interest in joining up with this work Slots at national conferences (e.g. Local Government Association event in Manchester; ASH Wales) Symposium at World Tobacco Conference in Singapore, March 2011