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Creative and Media: Level 2 Higher Diploma Unit 5: Campaign

Level 2 Higher Diploma Creative and MediaUnit 1: Scene
5.1.1 Checklist for analysing campaigns
Student Book
pp 142–51

Analysing campaigns

On your own or in a small group, find examples of campaigns. You could:

 Look at campaigns on the Internet: NHS Smoke Free, Think DRINK DRIVING, Talk
to Frank

 Find examples in magazines and newspapers.

THE SUN NEWSPAPER

By ANDREA HAMMETT
Published: 05 Feb 2009
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THE power of nicotine addiction is demonstrated
in the shocking statistic that 100,000 women
smoke during pregnancy.
Every cigarette smoked restricts oxygen supply to the
unborn baby, so their tiny heart must beat harder,
warns a new NHS Smokefree campaign.
Its aim is to raise awareness of the dangers of smoking
during pregnancy and provides mums-to-be with
understanding, not judgment.
Researchers found that half of those polled are critical
of pregnant women who puff.
But it's a fear of this judgment that often puts them off
seeking advice.
Studies from the NHS Stop Smoking Service found that two in five pregnant smokers hide their
habit from their midwife.
But it was an understanding midwife who helped casting director Jesse Malone quit a lifelong
addiction.
Jesse, 42, from Bristol, started smoking aged ten.

© Pearson Education Ltd 2008. Copying permitted for purchasing institution only. This material is not copyright free. 1

Unit 1: Scene Creative and Media: Level 2 Higher Diploma

Unit 1: Scene
She says she saw it as a "reward" for surviving emotional abuse at the hands of her stepmum.
She saw the relief on her stepdad's face when he lit up and wanted to capture that feeling.
Jesse, who has had scans that reveal her baby is thriving, says: "It was support and sensible
advice from my midwife that helped me cut down from 30 to 15 cigarettes straight away, then to
ten, then three - and none by New Year's Day."

Diploma Level 2 Information Technology
Tempted

To quash cravings Jesse used a yo-yo to keep her hands busy and a fake cigarette as a substitute.
She says: "It has been difficult but when I feel tempted to smoke, instead of reaching for a cigarette
I reach for a book and read to my little girl.
"My message for other mums-to-be is not to allow anyone to preach at them.
?Get help from your midwife and don't berate yourself if you can't quit overnight.
Advertisement
"Addiction is a powerful disease and you have to find the best way for you to quit, even if it means
stopping gradually."
Smoking during pregnancy is the key cause of low birth weight babies, increases the risk of
stillbirth and makes the baby more susceptible to disease.
The sooner you quit the better, but it is never too late, as continuing to smoke through the later
stages is particularly harmful to the baby.
Jesse adds: "Quitting is a gift to me and my daughter - after all she's going to want me to stick
around for years to come."

THE METRO NEWSPAPER

Giving up smoking saved my family
A mother today told how giving up smoking saved her family - after routine
tests revealed they were being poisoned by carbon monoxide from her car.

Annette Bolesworth, 44, had to go for a weekly carbon monoxide blood test at her local
pharmacy as part of her stop smoking programme.

2 © Pearson Education Ltd 2008. Copying permitted for purchasing institution only. This material is not copyright free.


Former smoker Annette
Bolesworth
But staff were stunned when they got a reading which was the equivalent of someone chain-
smoking 100 cigarettes.
Ms Bolesworth eventually discovered that her car was the culprit, and that a faulty pipe was
poisoning her and her family.
The mother-of-two said: "We were all being poisoned with it and if I had been going on a long
journey I would probably have fallen asleep at the wheel.

"It cost £210 to get the car fixed, but £210 against our lives is nothing.
"I'm relieved because it was dangerous to us all. "I'm very grateful to the pharmacy. They
helped me stop smoking but they saved my life as well."
The care home worker, who lives in Rutherglen, near Glasgow, decided to give up her 20-a-
day habit around three months ago for health reasons.
She signed up to the 12-week Pharmacy Smokefree Services programme at her local
pharmacy, which is backed by NHS Greater Glasgow and Clyde.
The project provides nicotine patches to the smoker, who comes for a weekly visit and blood
test to monitor their carbon monoxide levels.
Ms Bolesworth's levels were initially coming down, but seven weeks into the programme staff
recorded the high reading of 49 parts per million in her blood - far above the 0-8 average for a
non-smoker.
She said: "My levels were coming down and then one week they were even higher than when I
was a smoker.
"I was shocked and puzzled about where it could be coming from.
"The pharmacists were quite worried about how high the level was.
"They were checking my lips to see if I had any obvious signs of poisoning, but I didn't feel any
different."
Mystified, she had her house checked by a gas engineer who confirmed there were no leaks
there.
Then she took her car to the garage, where mechanics discovered that a faulty pipe was
diverting carbon monoxide fumes into the vehicle instead of into the open air.
She, her partner and two daughters were breathing in the potentially lethal gas whenever they
used the car.
Since her car, a Citroen AX, was fixed, her carbon monoxide levels have dropped again, and
are now about 9 parts per million.
She said the experience has made her even more determined to stop smoking for good.
Liz Grant, the Public Health Pharmacist and co-ordinator of the Service said: "Pharmacy
Smokefree Service goes far beyond providing support to help smokers stop; the service also
carries out regular carbon monoxide readings on clients and so can detect any abnormalities in
the readings such as in Annette's case and so can save lives in more ways than one."



Unit 1: Scene
THE TELEGRAPH NEWSPAPER

Cost to the NHS of helping smokers to quit has risen

The cost to the NHS of helping smokers kick the habit has risen from £148 to £244 per person,
official figures have shown.

Second-hand smoke can be
harmful to a pet's lung,
causing respiratory
problems and even
cancer Photo: GEOFF
PUGH
by Rebecca Smith,
Medical Editor 4:18PM
GMT 20 Jan 2009
Comment
The NHS in England spent
£7m more on stop smoking
services but the number of
people quitting has
dropped, the NHS Information Centre has found.
Between April and September last year £33m was spent on smoking services compared to
£26m in the same period in 2007/8.
It means the cost per quitter has increased.
Fewer people tried to quit between April and September last year than the previous year,
mostly because the introduction of the smoking ban in July 2007 encouraged record numbers
to sign up to stop smoking services.
On average around half of those who set a quit date through the NHS services are still smoke
free after four weeks.
RELATED ARTICLES

Tim Straughan, Chief executive of The NHS Information Centre said: "The report shows the
NHS is spending more than ever to support people to quit through its Stop Smoking Services.
"The numbers who kicked the habit in April to September 2008 were substantially lower than in
2007 when the smoking ban came in. However, they were still higher than the same period in
2006 which was a more typical year to compare them with."
The majority of people quitting were given nicotine replacement therapy, such as gum or
inhalers, while one in five received the drug Champix and two per cent received Zyban.

THE TELEGAPH NEWSPAPER



Genes explain why some drinkers and smokers die
young, while others escape
Two newly identified genes can increase the chances of an unhealthy lifestyle giving you
cancer, scientists believe.

Second-hand smoke can be harmful to a pet's lung, causing respiratory problems and even
cancer Photo: GEOFF PUGH
By Kate Devlin, Medical Correspondent 6:00PM GMT 18 Jan 2009
Comment
The findings could explain why some heavy drinkers and smokers live to a ripe old age while
others have their lives cut short by their habits.
The genes put carriers more at a heightened risk of developing five different types of cancer,
the researchers found - skin, lung, bladder, prostate and cervical cancer.
Lung cancer in particular is one of the most deadly, killing around 35,000 sufferers in Britain
every year.
The findings could allow scientists to identify those most at risk from suffering the potentially
deadly conditions because of a combination of genetics and their lifestyle.
The researchers estimate that around one quarter of the population have the highest risk that
their unhealthy lifestyle would give them cancer.
RELATED ARTICLES
Another quarter of the population have the lowest risk, because they do not carry these genes,
they estimate.
These could be the people who remain hale and hearty into old age even in spite of smoking,
drinking, using sunbeds of having a poor diet.
However, as yet the scientists did not know by how much these two genes can increase the
overall lifetime chance of developing a form of the disease.
On average humans have a one in three chance of developing some form of cancer over their
lifetime.
Scientists have long known that lifestyle and environment can affect a person's risk of
developing many types of cancer.
Smoking has previously been linked to lung and bladder cancer, drinking to different types of



Unit 1: Scene
cancer including liver cancer, and eating a diet high in red meat to an increased risk of bowel
cancer.
But researchers have never been clear on the exact nature of how these exposures increase
risk, and why some people appear more prone to their effects than others.
Tim Bishop, professor of genetic epidemiology at the University of Leeds, and one of the co-
authors of the paper, said that cancer was often caused by a "complex" interplay between

genetic and environmental factors, and that these newly identified genes could go some way to
explaining their relationship.
The scientists were able to isolate the genes by looking at the genetic make up of more than
33,000 cancer survivors and another 45 ,000 people who had never suffered from the disease.
They then compared the genes against their carrier's lifestyle and history of the disease.
While they increased the chance of suffering from five types of cancer the genes were not
linked to an increased risk of another nine cancers for which the researchers could test,
including breast cancer, the most commonly diagnosed form of the disease in women,
according to the findings, published in the journal Nature Genetics.

Choose one campaign that you really like and then prepare your own illustrated report that identifies:

 What the campaign is about: NHS Smoke free:

Why go smokefree?

Thinking about the reasons to go smokefree is a brilliant way to motivate yourself. Read about how you
can make improvements to your life and health by going smokefree.

Smoking and pregnancy

Go smokefree - for you and your baby

Smoking is bad for you, your partner and especially for your baby. The truth is that every cigarette you
smoke harms your baby.

The NHS can help: the Smokefree Pregnancy Support DVD will show you how. Watch the preview
below to find out how other pregnant women like you have been successful with NHS support. Then
order your free DVD to find out more.

Quit Smoking Tools

There are lots of tools on this website that can help you to go smokefree. You can find out about what
happens to your body when you quit smoking, assess your current addiction levels, download
inspirational videos, order support packs and more…



Real life quitters

The real life quitters below tell their true stories about how they successfully stopped smoking and how
they used the free NHS support. Watch the videos and read about their real-life experiences.

How to quit smoking

Find out about all of the free NHS services available to support you as you go smokefree. Explore the
options below, or if you are not sure where to start please call the NHS Smoking Helpline. Our trained,
NHS advisers can talk you through the options and help you to decide what would suit you best.

NHS Local Free Stop Smoking Services

The NHS offers free local support that really works. One in two people who use their local NHS Stop
Smoking Service are not smoking four weeks later. If you also use medicines such as patches or gum to
manage your cravings, you are up to four times more likely to successfully go smokefree!

Free quit smoking support

The Together Programme

If you have a busy lifestyle then the Together Programme may be perfect for you. It means you have the
right support at your fingertips, exactly when you need it.

It's totally free. We help you through each stage of the process, so we do it together. You get practical
support, encouragement and advice including regular mail packs, emails, supportive text messages and
phone calls. And you can choose how you'd like to be contacted.

Nicotine replacement therapy

Patches, Gum and Other Stop Smoking Medicines

There is a range of different treatments available that can double your chances of going smokefree. In
fact, if you use NHS support and a stop smoking medicine to help manage your cravings you are up to
four times more likely to be successful!

All of these products included on this page are available on prescription from your doctor, so it doesn't
have to cost you a fortune to quit!

You have probably heard about Nicotine Replacement Therapy (or NRT), but do you know about Zyban
or Champix? Read this section to find out more.

NHS Stop Smoking Helpline - 0800 022 4332

 The medium the campaign organisers have used to conduct their campaign

Disturbing advertisements that look unusual and makes you think



Unit 1: Scene
if you should stop smoking.

 The range of media the campaign uses.

The NHS Smoke Free advertise this issue on billboards and on
TV.

Your illustrated report should be well-focused and wide-ranging. You should:

 Use a range of research techniques

Internet, newspaper, books, TV, news

 Ensure that your work is accurate

I am finding my research from the NHS Smoke Free original
website.

 Use a range of examples to illustrate your report

 Draw relevant conclusions.


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