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Lancashire Public Health Network event David Wiggins, Programme Manager North of England Tackling Illicit Tobacco for Be

The Get Some Answers campaign. The ‘Get Some Answers’ campaign. Lancashire Public Health Network event David Wiggins, Programme Manager North of England Tackling Illicit Tobacco for Better Health Programme. What we’re doing – tackling demand. What we’re doing – tackling demand.

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Lancashire Public Health Network event David Wiggins, Programme Manager North of England Tackling Illicit Tobacco for Be

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  1. The Get Some Answers campaign The ‘Get Some Answers’ campaign Lancashire Public Health Network event David Wiggins, Programme Manager North of England Tackling Illicit Tobacco for Better Health Programme

  2. What we’re doing – tackling demand

  3. What we’re doing – tackling demand • In many ways the tougher task • Usually seen as a victimless crime - ‘just a bargain’, especially in hard times • But as awareness rises so too does discomfort… • …so need to help people to make connections • There is strong public support for a crackdown: - Nearly 90% felt trade ‘danger to kids’ - 63% felt trade ‘brings crime into our community’ - Great majority support tougher sentences for traders, especially if selling to children

  4. What we’re doing – tackling demand: Community concerns in pre-testing Drugs Young people smoking & drinking & causing a nuisance Kids getting involved in criminal gangs Mugging Knife crime Unemployment Burglary Safety walking around after dark Vandalism Gun crime Criminal gangs Graffiti Truancy

  5. What we’re doing – tackling demand Significance This is a big issue and important Relevance This affects me because… Proximity This is happening now Act Now Act Now Act Now 5

  6. What we’re doing – tackling demand Social marketing campaign: • Started late June, after stakeholder ‘warm-up’ • First phase completed and being evaluated • Mix of ‘above the line’, on-line, ambient and community media • Supported by PR • Has been adapted for DH/ HMRC national marketing pilots in Liverpool and Portsmouth • Community activation/ engagement pilots being developed for Blackpool and Salford

  7. What we’re doing – tackling demand. Campaign objectives (1) • ‘Initiate a normative shift against illicit tobacco at a community level’ • It will do this by: • Raising awareness of the negative impact that illicit • tobacco can have on communities • Increasing feelings of discomfort within communities in • relation to illicit tobacco • Encouraging information sharing and exerting • influence on hardened buyers/sellers/smokers • Stimulating dialogue amongst community residents

  8. What we’re doing – tackling demand. Campaign objectives (2) • Encouraging the audience to take ownership of the • issue and find out more information • Reinforcing the illegality of illicit tobacco • Supporting a wider PR effort (e.g. media coverage of • successful enforcement activities) • Encouraging and empowering individuals who feel • uncomfortable with illicit tobacco to share intelligence • via appropriate channels (e.g. Crimestoppers, web, • local TS)

  9. What we’re doing – tackling demand Audience segmentation

  10. What we’re doing – tackling demand Audience segmentation – initial focus on ‘moveables’

  11. Tackling demand – what we’d like people to do • Re-evaluate – help communities to realise that this IS criminal activity (i.e. not a victimless crime) • Change belief – help communities to discover more about the impacts in their area • Common interest – as discomfort increases build a body of opinion against illegal tobacco • Act now – encourage communities to do something about it e.g. call Crimestoppers, trading standards, police

  12. Equipping stakeholders – wide range of materials provided Provides stakeholders with key information & facts, and includes signposts to information & intelligence sharing touch points. Feedback from e.g. trading standards very positive

  13. ‘Above the line’/ public facing elements • Elements included: • 48 sheet and 6 sheet posters – 4 executions • Radio ads (pub quiz) – • Washroom (pubs and clubs) posters • Beermats • Website www.get-some-answers.co.uk • Clean ads • Street teams in all PCT areas

  14. Four well-tested creative executions

  15. Four well-tested creative executions

  16. New web site www.get-some-answers.co.uk

  17. Pubs and clubs - washrooms

  18. Clean ads

  19. Case Study: Illicit tobacco makes it easier for kids to smoke Ice cream man caught selling illicit tobacco to children Trading Standards uncovered a ‘Tony’s Whippy’ ice cream van selling fake cigarettes and counterfeit DVDs to children in Manchester. After receiving several complaints from members of the public, Tameside Trading Standards and Greater Manchester Police set up a joint operation to catch the culprit in action. They stopped the van while out on its rounds in Ashton-under-Lyne. Upon searching the vehicle they found a large quantity of counterfeit cigarettes and DVDs, including popular kids’ titles such as High School Musical. He was given a 12-month community sentence, ordered to carry out 100 hours’ unpaid work and forced to pay prosecution costs of £604.

  20. Case Study: Illicit tobacco exploits vulnerable young people Young women pressured into becoming ‘tobacco mules’ Teenagers in the North East are being recruited to carry out smuggling missions for organised crime gangs. Crime bosses behind the operation are preying on vulnerable young women with the promise of pocket money and an overnight sunshine break in return for trafficking illegal tobacco into the UK. This worrying trend was highlighted by the recent case of four North East schoolgirls, who were caught smuggling more than 200,000 illegal cigarettes back into the UK – estimated to be worth more than £40,000 in excise duty and VAT alone. And a young mum was pressurised by a loan shark to become a ‘tobacco mule’ to help to pay off her debts. She too now has a criminal record.

  21. Typical stakeholder comments - positive • ‘Professional looking documents containing all the relevant information for retailers and officers. If we were to produce something similar in-house it would have taken a long time, and with current workload constraints may not even have happened’ (TS) • ‘Recipients…. were able to full understand all the facts relating to illicit tobacco without having to organise meetings/ seminars etc’ (TS) • ‘The K-cards are excellent for enforcement officers…self-explanatory and a handy size’ (TS) • ‘Community safety wardens have been very enthusiastic and are totally on board with the campaign’ (TS) • ‘Pubwatch….. and PCSOs have helped to deliver (materials) in some areas (TS)

  22. Typical stakeholder comments - positive • ‘The campaign has been well received, resources have been appropriate and hit the target audience. We appear to have had an increase in intelligence being received’ (TS) • ‘Concise and easy to follow, useful for enforcement staff. Tied in with illicit tobacco campaign with PCT’ (TS) • A very effective poster on the main way in…. Generated considerable talk in the office’ (TS) • ‘Traders were very happy with the briefing packs and happy to put up posters….. We have had several reports of (other) traders selling illegal tobacco’ (TS) • ‘Members of the public have commented on the radio campaign on X Radio…this seems to have had the most success’ (TS)

  23. Typical stakeholder comments - positive • ‘The materials have enable a consistent message to be delivered’ (TS) • ‘We have received a number of tip-offs/ allegations of people selling illicit tobacco’ (TS) • ‘Tone of material pitched at right level’ (TS) • ‘Most people have found it enlightening. They were unaware of the extent of the problem’ (NHS) • ‘Some have been amazed what the implications are’ (NHS) • ‘Materials were very useful. I think people liked getting all the different things’ (NHS) • ‘I think that it was a great campaign which was very well received’ (NHS) • ‘Different materials ideal as we were able to reach out to different audiences across the patch’

  24. Some (but not many!) ‘could do better’ comments • ‘Could do with more fact leaflets?’ (NHS) • ‘(Some) police officers had not seen the (K) cards’ (TS) • ‘Really handy resource would have been stock of A4 or A3 posters covering the 4 designs distributed through the retailer packs’ (TS) • ‘Enforcement agencies – some pleased, some slightly ambivalent’ (TS) • ‘Found we were provided with too many (materials) to distribute’ (TS)

  25. Working to sustain the Programme • Signs that intelligence and enforcement activity growing, but need to quantify • Need to continue to demonstrate added value of programme at times of uncertainty and cuts • Looking at alternative funding models and ways of working (e.g. joint tobacco and alcohol work) • UK Centre for Tobacco Control Studies providing independent evaluation of Programme

  26. More information Thank you – and any questions? To find out more: enquiries@illicittobacconorth.org www.illicittobacconorth.org www.get-some-answers.co.uk

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