Winners & Shortlists


Entrant Company 23RED London, UNITED KINGDOM
Advertising Agency 23RED London, UNITED KINGDOM
Media Agency MEC London, UNITED KINGDOM
Name Company Position
Sheila Mitchell Public Health England Director Of Health/Marketing/Engagement
Helen Hampton Public Health England Strategic Marketing Partnerships/Engagements
Caroline Fox Public Health England Head Of Marketing/Healthy Adults
Max Howard Public Health England Campaign Team Lead
Jane Asscher 23RED Chairman/Managing Partner
Jo Arden 23RED Head Of Strategy
Wendy Manuel 23RED Business Director
Mark Lund Now Dare Managing Partner
Efe Adebe/Heywood Freuds Business Director
Chris Mounsey/Thear Freuds Senior Account Director
Gina Larter Ogilvyone Business Director
Donna Whiteford Ogilvyone Account Director
Pete Buckley MEC Group Strategy Director
Richard Bartlett MEC Communications Manager
Matt Longley M4C Business Director
Andy Bannister Serco Director

The Campaign

Smoking is the biggest cause of preventable death in England. It is estimated that in 2013, 79,900 deaths in adults aged 35 and over were caused by smoking, this equates to 17% of all deaths in this age group. Let me phrase that another way – thousands of people were affected in 2013, by the death of a loved one, one of the 79,900 people, who were estimated to have died from a cause which could have been prevented - smoking. – ‘Stoptober’ helped over 130,000 people avoid that fate. Using the evidence that smokers are 5 times more likely to stop successfully if they make it to 28 days, and ideas from behavioural economics including ‘chunking’ and social norming, we built a mass participation campaign around a 28-day behavioural journey–‘Stoptober’.

Success of the Campaign

Nearly a quarter of a million smokers signed up to Stoptober 2013. There were also 145,000 online Stoptober mentions throughout the campaign. Social channels performed well with 10,000 new Twitter followers, over 42,000 new Facebook likes and over 4000 YouTube views. A grand total of 119 of England’s employers supported ‘Stoptober’ - reaching 1.3 million employers, 100% of which felt ‘Stoptober’ was effective in helping communicate their health and wellbeing initiatives. 100% of Local Authorities in England supported Stoptober, as well as 3 in 4 pharmacies across England and Wales (8,115 in total).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

‘Stoptober’ launched on 9th September with two broad phases: September encouraged sign-ups; October motivated and supported smokers in their quit. The ‘Stoptober’ offer was simple - Join others; start your quit on 1st October and sign-up to a wide range of proven support tools. In September, paid-for advertising created a sense of scale and relevance - TV, radio, DRTV, digital display and paid-for social - all featured free support tools and ‘people like me’ taking part. To normalise quitting, local engagement was key. Partnerships focused on driving visibility at crucial points of influence. Following year one’s success, which made October synonymous with stopping smoking, smokers’ motivation needed to be reinforced in their day-to-day lives. October made ‘Stoptober’ big in smokers’ world. Celebrities supported people taking part on their Stoptober challenge by sharing their experiences via social media and PR. Dynamic digital advertising gave participants daily support messages.