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Asian Quitline® promotes smoking cessation activity by targeting its key audiences through a range of media and promotional activity. An appropriate promotional activity is chosen to match the audience and community being targeted. We use our in-house expertise as many of our counselors are media trained and have a PR background. Techniques used are:
Advertising Campaigns Planned, designed, produced, delivered using our in-house staff. QUIT secures advertising space at a low cost in the popular Asian media through partnership with other organizations. These adverts and ‘advertorials’ carried Quit, British Heart Foundation and others logos and messages. TV Adverts: See our TV adverts: http://youtube.com/watch?v=NaWuJXPJPj4 http://youtube.com/watch?v=77qSYVoXHZk http://www.videowallah.com/aql.php Radio: QUIT uses 30 second adverts on medium strength campaigns, 2 adverts a day for one month, on selected Radio stations that cover key target South Asian Communities in the UK. Press: Mono and Full Colour adverts are placed in various languages in key South Asian papers that reach various South Asian communities. ‘Advertorials’: Both the radio and press advertisement are supported by advertorials. In the radio campaigns, ‘Hindustani’ interviews are used in the main drive time shows to reach Urdu, Hindi, Punjabi and Gujarati Speakers and Bengali interviews are used in the Bengali programme to reach the Bangladeshi community. Advertorials in the Press are written on specific themes and backed the overall advert campaigns. Poster Campaigns We have in-house planning, design and delivery of poster campaigns. We have a comprehensive range of Posters and run campaigns that involve posters in A3, A5 and a ‘credit card’ sizes. This material is sent regularly to a range of smoking cessation services, community organisations, GP surgeries, Health Promotion Units, Schools and other organisations to be put up and displayed in public spaces and circulation areas. PR and the BBC Campaigns Creative public relations campaigns led by our in-house staff and partners. Real and interesting case studies given to producers and editors. Pro Bono input from many minority ethnic media and entertainment stars. QUIT has very good relationships with the BBC and the main stream commercial broadcasting. The PR department helps co-ordinate the PR activity by linking in to regional BBC stations and the Ethnic Media networks. A range of TV and Radio interviews take place each month on various TV and Radio stations. Asian Quitline fields bids on all health issues and ‘community interest’ programmes on smoking cessation. QUIT engages in a range of PR events like Photo opportunities with sports, Film and Media stars. The Pakistani, Bangladeshi and Indian Cricket teams have signed cricket bats that were auctioned or raffled off. ‘Quitter of the year’ and a range of launches of leaflets, Campaigns and other PR activity is used to promote the lines. Mela Campaigns QUIT has developed a ‘Asian Quitline’ Stand that is set up with its posters, leaflets, credit cards, banners and other information at the major melas in the country. Counsellors are present at these stands to discuss smoking cessation related issues. These stands are very useful as very often they are set up in conjunction with local smoking cessation professionals and this means that we can help callers access their local services too. The Melas have helped QUIT develop a comprehensive network of links with local services from Bradford to East London. Ramadan, Idd, Diwali and Vaishakhi Campaigns Each year QUIT targets Muslim, Hindu and Sikh religious festivals by coming up with a theme or ‘PR hooks’ that are appropriate. "SmokeFree Ramadan", "Safety over Diwali-Cigarettes Cause Fires" and "New Year Resolution for Hindu New Year" were some of the themes. The campaigns are backed by intensive media, PR, Poster, talks, exhibitions and outreach work by the counsellors. Exhibitions and Promotional Campaigns QUIT takes up stand space at existing national events that smoking cessation organisations hold each year and it also helps to organise events for various smaller organisations to promote smoking cessation activity. QUIT uses its stand to promote and carry out counselling and outreach work. Conferences and Lectures QUIT regularly supplies speakers to professional conferences on Ethnic Health and Social Inclusion at which the Asian Quitline and its work, British Heart Foundation’s support and work is promoted to the health professionals and policy makers. QUIT disseminates information on tobacco use and South Asian Smoking cessation activity to all those involved. Talks and addressing social/religious gathering QUIT regularly provides speakers to attend small clinics and gatherings at temples, mosques and other faith places to talk to the congregation. QUIT speakers also address small community organisations and their members and this helped them develop community networks. Outreach work and promotion- literature resource QUIT leaflets and promotional material has often been the only resource available to many smoking cessation support groups. QUIT counselors attend these meetings to give additional advice and support. NRT and Zyban advice are the new fields in this activity. GP surgery and PCG Campaigns-Direct Mail Health Promotion units, Practice nurses from GP surgeries and PCGs have approached Asian Quitline for advice, literature support, Minority Ethnic Community health information and even practical help and participation in running local campaigns or days. QUIT has just finished mail-shoting some 30,000 GPs across the country with a general A4 flyer that gives details of the Asian Quitline service and other Quit services. GPs and practice nurses are ringing in to get cards and other information. New Media and On Line Magazines BBC On-line has covered Asian Quitline and the Ramadan campaign. Partnership work Information on Asian Quitline is disseminated to PCTs and has been sent to all Tobacco Control teams in teh UK. This has helped to foster joint work and partnerships . QUIT is working in partnership with several agencies and at many levels. For example projects with SmokeFree London and Birmingham, Local NHS smoking cessation services and the partnership with London mosques and PCTs around work on the "Smoke Free Ramadan Campaign" are augmenting the British Heart Foundation partnership. New partnership work with Public Health Units, PCTs, community organisations and faith groups has placed Asian Quitline firmly as a key service in the smoking cessation activity. Asian Quitline is now a facilitator of the national Black and Minority Group Network of health professionals and agencies working in the field of smoking previously. QUIT’s work with members of the South Asian communities have made us well placed to lead partnership work in this area and we have been sought out for joint and collaborative work. The experience of running the service over the three years has helped Quit develop expertise, skills and knowledge which has been used to devise training courses for other providers. Examples of training have included training sessions with Health Authorities on providing smoking cessation to a culturally diverse group. Training on smoking cessation has also been delivered to level 2 advisors in the community , so that they have the necessary knowledge and skills in this area when working with the community. |
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