2. The client: Stoptober
Overview of the client.
Who are they, when did they start, why did they start, what do they do, how are
they funded?
Stoptober is a campaign that tries to get people to give up
smoking for the month of October to try and kick start the process
of quitting for good. The campaign started un 2012 and by 2014
there was over 250,000 people taking up the challenge to stop for
October. The Stoptober campaign tries to help stop people
smoking in October by helping them with free support through the
month with help from the NHS. The NHS also funds them as it is
profitable to them helping people stopping when they are younger
can prevent more serious illnesses that will be very expensive for
then in the future. It cost them £5.7 million in 2013 with 200,000
people taking part in that year.
3. The issues:
Your client might advocate on a number of different yet related issues.
What issues your client campaign on?
Stoptober tried to get people to give up smoking for October. This is a realistic
goal that can then hopefully lead the people to give it up for good. Stoptober has
also lead to some different months being used as marketing to stop things for
example alcohol.
What are some of the impacts they have managed to achieve?
Firstly in the months of October and September searches of stopping smoking are
higher by a lot this shows that the adverts and publicity that the Stoptober gets
are making people look into it. It has also had over 1 million people take part
witch has helped to make is so that we are at the lowest number of smokers in
the Uk ever. Last year there was 500,000 people who where able to quit from 2.5
million who tried.
What are they still hoping to achieve?
The end goal is to stop all people smoking. But I think this is unrealistic so I think
just keeping people stopping is and aim for smaller goals like keep the amount of
people smoking to a minimum and keep it going down year by year.
4. Facts and figures:
Use this space to highlight key facts and figures related to your
client and the social issue you are trying to tackle. These could
be very useful later on in your project as you try to raise
awareness.
For the statistics that the Stoptober puts out they are part of
the advertisement to try and shock the people looking at the
posters to make them stop.
For the stats that it has achieved from campaigning it has grown
since the start but in 2016 the number of people who took part
went down but so did the amount spent. Over all the return on
the project was up on the year before so this was a good thing
and the amount spent went down by 87% witch is a massive
saving.
The campaign also helped make the amount of cigarettes sold go
down by a lot and this means that people are smoking less and
people that have stopped might have been heavy smokers.
5. Researching the product
Stoptober Logo: for the logo it is a simple logo I
think this is because the audience is very wide
and of different ages. As well as this I think the
topic is simple and therefore the camera matches
it. The STOP in the logo is like a stop sign. I like
this because on a road when you see a stop sign
you stop so it is trying to make the same thing
happen with just stopping smoking. The speech
bubble under the logo that says ‘this time it’s
personal!” I think this will get people exited for
the challenge and also get more people doing it. I
think it also appeals to people who have tried to
stop before and I think that al lot of smokers who
will be looking at Stoptober have tried before.
They might have even tried Stoptober before and
this might be not there first time.
6. Stoptober website: for the website it has some of the things you would expect from
website like a logo, banner, social media and photos. I think for the layout of the site
it is simple and could be more impactful. I think it might be because it is a part of the
NHS and they need to spend there money in other places. This can also be shown with
the advertisement this year being cut be a large percentage. I like that It has the links
to social media as this is a free way to distribute the product around and also they will
need to keep a following on this if they are not going to have it on the TV adverts
anymore.
7. In comparison to the Stoptober web page I will be looking at the ash page. I
think this page is a lot more attractive and interactive when you look and use
it. For the looks of the page I prefer the colour scheme as it is white so that
the things that you post on the site. For the interactions on the site I like when
you hover over one of the posts it pops out to encourage you to read it. I also
like how easy to use and then still provides a lot of information. The Stoptober
site is also easy to use but doesn't’t have a lot of information on it to look at.
8. This is the logo of an anti smoking campaign called want 2 stop. It is based in
Ireland and has a lot of different ideas compared to Stoptober. There adverts
are often hard hitting and very impactful to anyone watching.
For there logo I think that it is a good logo like the Stoptober one. I am not
keen on the pink as I don’t think men will relate to the logo as much. I think
that a colour like red or light blue might have been a better fit.
For the text I like that it is a simple font and I like that the STOP is bigger then
the want 2. I also think the exclamation mark makes the logo better to look at
and I think that if it was just on its own. I think if it did not have it it would
have been very boring.
To make it better I might have added some relation to smoking so if anyone
just saw the logo they would know what it was and therefor if they where a
smoker they might look more into it.
The logo does go better with the site as it has a
Blue background but not on its own.
9. Stoptober poster.
I think this 2015 poster is good and has
some good methods to stop people from
smoking. I like the packet of cigarettes
and talking about the costs of them. I like
this because a lot of people who do
smoke don’t look at the money they are
wasting on them. I also like linking it into
a law with the new law starting on
October 1st. This also gives them a reason
to start on that day. As well as the good
things on the poster it also shows you
where you can find more information on
Stoptober and where you can sign up for
it.
For the colour scheme for the poster I like
this also. The background makes the text
on the poster stand out. I think for the
colour of the text under I quit it could be
a bit lighter or darker to make it stand
out more.
10. My primary research
For my primary research I did a questionnaire aimed at a wide range of people.
I based the questions on if a current and past smoker was to answer and also I
had some questions for people who didn't smoke and there opinions for the
current laws on restricting smoking.
For the first few questions I asked where to gain general information about the
people answering. I did this so I can use the filters to gain more information
about specific audiences. An example of this would be if I filtered it to only see
what men said I can gain more information from the questionnaire.
My first 2 questions where:
How old are you?
What gender are you?
We cannot learn much about smoking from the question answers but we can
after we look at then with the other questions.
11. For my next few questions I asked about smoking to get information about
how many people are smoking and how long and how many they smoke.
For my third question I asked do you smoke? I gave the answer ‘Have in
the past. I did this so I can also get information on people who smoke in
the past and so they can answer some of the next questions.
As we can see from the results there are nearly the same amount of
people who have stopped smoking in comparison to smoke now.
The graph on the right is from only the ages between 15 and 20. you can
see from this there is a similar percentage of people who smoke but quite
lot less have stopped. I think this is because they haven't had the time to
stop and also a lot might not smoke a lot and could only smoke at party's
which are not every day in most cases. This would make them think it is
not that bad thing and also some people of this age will think it is cool to
smoke at a party and this is why they might do it.
12. My fourth question is:
How many cigarettes do you smoke a day?
For this question I was expecting a wider range of answers and if I did the
question again I would have added smaller ranges. I would do this so I can
get a more accurate look into how many people smoke. If I did this I think
that I could look more into if younger people were only smoking as it is
seen as a cool thing to do. I also put the next question in which can tell
me more about if this is true. I asked for my fifth question:
Why do/did you smoke? From this we can see that there is a wide range of
reasons for smoking. If I did the question again I would have put a box
under the other box. This is because if I got any ‘other’ answers I would
have liked to know what it was.
13. After looking at the results I put of the filter to see what people
aged between 15-20 put for the question. As you can see from
the bottom right chart four in every 5 people In this age group
who smoke do it for recreational reasons. For the others it is for
not being able to stop and I think this is for people who smoke
more and might have started doing it recreationally and then
gone on to do it more and got addicted.
From looking at the graphs below we can see that a lot of older
people must my smoking because they are stressed and we can
tell this because none of the 15-20 year olds said this is why
they where smoking therefor everyone who answered my survey
who was smoking due to stress must have been over 20. due to
the amount we can work out it s nearly 40% of people over 20
14. For my question six I asked about how long the people have been or did smoke
for. I a not surprised by the results of this question and I think due to my age
questions showing that the age of the the people answering was low there will
not have been many years they could smoke unless they started at a very
young age. This can be shown from the graph on the left that has the age
filter on it.
From looking at this we can also see that as you smoke for longer time periods
it will often be due to stress and being addicted rather than recreationally.
15. After asking the questions about the smokers. Where as I then asked about
stopping smoking to try and see the amounts of people stopped and what
methods they used. For question seven and eight I asked:
Have you tried to stop smoking?
What method have you tried?
After I asked in question 9 how the methods worked for stopping smoking to
gain more information on how they worked.
For the first questions I got a response that I was expecting and for the second
it showed me that a lot of people who stop do it by there own accord and don’t
use any of the free things that are on offer. I don’t know why this is I think it
might be that they feel that they can stop themselves as they started
themselves.
16. For my ninth question I got a lot of different answers about stopping. A lot
of the answers are about stopping when they have just been smoking at
social events and therefor don’t have the addiction there that someone who
smoked 20 a day for 10 years. One of the people who good advice form the
NHS said they also got some free patches. I think this might be why people
don’t pay for patches as you can get them for free. As well as this a lot of
people stopped due to money issues and this is a good way that the
government
17. For my last question I think that the results where as I expected with a majority
of people thinking the laws for smoking are ok. With a filter to see what smokers
put I found that a huge majority of the people who answered the question put
they where to strict. This was what I had expected as the laws could be seen as a
hassle for the smokers as they have to pay a lot, do it outside and cant do it in
the car with there children. As a none smoker I think that the laws are ok but for
a smoker I can also see how they might be annoying.
