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Living	and	Breathing		
Quit-Smoking	Journeys	
	A	Story	of	Our	Own	Two	Selves		
Irina	
Dimitriade
Mustard	Research
Festival of #NewMR
2019
	
	
Presentation copyright, the presenters and NewMR. Please credit when using.
Prologue:
How it all
began
Festival of #NewMR
2019
System 1:
My Fast &
Emotional Self
System 2
My Slow &
Rational Self
Festival of #NewMR
2019
Our Two Selves
and their quit
smoking journeys
Festival of #NewMR
2019
•  Depth interviews
•  Current smokers
•  Ex smokers
•  Visual stimulus
•  4 week online community
•  13 topics
•  Engaging with 94 smokers
•  Group and one-to-one
discussions
•  Visual stimulus
•  Mini-groups with
youths
•  Community centres
in Stockport and
Tameside
Provide actionable insights to help GMHSCP plan and inform future strategy
as they strive to reduce adult smoking by one third over the next four years
Festival of #NewMR
2019
	
	
Stage 2
Deep dive
Stage 3
The Youth Factor
Stage 1
Exploration
10
10
10
10
10
10
11
9
7
7
The online community proved to be the right platform for both
Emotional and Rational Selves
6
Festival of #NewMR
2019
	
	
Flexible
Wide reach
Comfortable
Building trust
Creative
Transformative
Power in numbers
Getting personal
Unlocking emotions
“Well week 3 and I’m finding this really interesting and making me think
more about what I’m doing to my body and I’m cutting time off my life I
could be spending with my kids and wife. It’s amazing it took this to
show me what I’ve done and I could make a difference to my life.”
“Just wanted to let you know that I’m really enjoying the ‘smoking’
online community. It’s great being able to see everyone’s opinions and
it’s great to be able to put across my own. Everyone is so supportive!
Thanks so much for putting me forward for it.”
High levels of engagement
Festival of #NewMR
2019
1,484
Individual
responses
over a 4 week
period
213
Hours total
consultation
time
2¼
Average hours
each respondent
engaged on the
community
645
Page
community
Word export
The online community in numbers
Festival of #NewMR
2019
People have a love / hate relationship with smoking
•  Stress relief
•  ‘Me’ time
•  Energiser
•  Comforting and
calming
•  Ingrained in routine
•  Health effects
•  Financial impact
•  Impact on those
around
automatic
effortless requires
thinking
We need to engage with both Selves if we want to create long lasting change
Festival of #NewMR
2019
	
	
Emotional Self
loves smoking
Rational Self
hates smoking
Smoking is my coping mechanism
I have a love / hate relationship
I smoke and I hate it
Quitting smoking is a journey with different rewards, so
support needs to be targeted and personalised…
I give smoking a 10. I’ve had bad
food, I’ve had bad sex, but I‘ve
never had a bad cigarette.
I dislike smoking but as a busy
single parent with life's stressful
everyday to day life it kind of
helps me through my day.
I do enjoy smoking as I find it is
social...However I would love to stop as
it is expensive, unhealthy and smells.
I hate it! I stink and I spend lots of
money I could give to charity or spend it
on my fiancée. I wish I could stop.
I smoke and I love it
Festival of #NewMR
2019
A successful stop smoking campaign needs to satisfy both
Emotional and Rational Selves
•  Strong emotional reaction
•  Simple and effective stat
•  Prompts action in the present by leading
imagination towards the future
Festival of #NewMR
2019
	
	
Most liked
and impactful
+
Online community Behavioural economics
The winning combination of method and theory
=
•  Unlocks both
selves within us
•  Generates rich
insight
•  Unearths how we create
meaning
•  ‘Quit smoking’ journeys
are continuums
•  Clear, actionable
and targeted
recommendations
•  Making a
difference
WIN
Festival of #NewMR
2019
	
	
Epilogue:
Where do
we go from
here?
Our Two Selves make us One!
Festival of #NewMR
2019
Q	&	A	
Presentation copyright, the presenters and NewMR. Please credit when using.
Festival of #NewMR
2019
	
	
Irina	Dimitriade
Mustard	Research
Sue	York	
NewMR
Festival of #NewMR
2019
	
	
NewMR	2019	Sponsors	
Communication	
Gold	
Silver

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Living and Breathing Quit-Smoking Journeys – Using online communities and behavioural economics to reduce adult smoking in Greater Manchester

  • 3. System 1: My Fast & Emotional Self System 2 My Slow & Rational Self Festival of #NewMR 2019
  • 4. Our Two Selves and their quit smoking journeys Festival of #NewMR 2019
  • 5. •  Depth interviews •  Current smokers •  Ex smokers •  Visual stimulus •  4 week online community •  13 topics •  Engaging with 94 smokers •  Group and one-to-one discussions •  Visual stimulus •  Mini-groups with youths •  Community centres in Stockport and Tameside Provide actionable insights to help GMHSCP plan and inform future strategy as they strive to reduce adult smoking by one third over the next four years Festival of #NewMR 2019 Stage 2 Deep dive Stage 3 The Youth Factor Stage 1 Exploration
  • 6. 10 10 10 10 10 10 11 9 7 7 The online community proved to be the right platform for both Emotional and Rational Selves 6 Festival of #NewMR 2019 Flexible Wide reach Comfortable Building trust Creative Transformative Power in numbers Getting personal Unlocking emotions
  • 7. “Well week 3 and I’m finding this really interesting and making me think more about what I’m doing to my body and I’m cutting time off my life I could be spending with my kids and wife. It’s amazing it took this to show me what I’ve done and I could make a difference to my life.” “Just wanted to let you know that I’m really enjoying the ‘smoking’ online community. It’s great being able to see everyone’s opinions and it’s great to be able to put across my own. Everyone is so supportive! Thanks so much for putting me forward for it.” High levels of engagement Festival of #NewMR 2019
  • 8. 1,484 Individual responses over a 4 week period 213 Hours total consultation time 2¼ Average hours each respondent engaged on the community 645 Page community Word export The online community in numbers Festival of #NewMR 2019
  • 9. People have a love / hate relationship with smoking •  Stress relief •  ‘Me’ time •  Energiser •  Comforting and calming •  Ingrained in routine •  Health effects •  Financial impact •  Impact on those around automatic effortless requires thinking We need to engage with both Selves if we want to create long lasting change Festival of #NewMR 2019 Emotional Self loves smoking Rational Self hates smoking
  • 10. Smoking is my coping mechanism I have a love / hate relationship I smoke and I hate it Quitting smoking is a journey with different rewards, so support needs to be targeted and personalised… I give smoking a 10. I’ve had bad food, I’ve had bad sex, but I‘ve never had a bad cigarette. I dislike smoking but as a busy single parent with life's stressful everyday to day life it kind of helps me through my day. I do enjoy smoking as I find it is social...However I would love to stop as it is expensive, unhealthy and smells. I hate it! I stink and I spend lots of money I could give to charity or spend it on my fiancée. I wish I could stop. I smoke and I love it Festival of #NewMR 2019
  • 11. A successful stop smoking campaign needs to satisfy both Emotional and Rational Selves •  Strong emotional reaction •  Simple and effective stat •  Prompts action in the present by leading imagination towards the future Festival of #NewMR 2019 Most liked and impactful
  • 12. + Online community Behavioural economics The winning combination of method and theory = •  Unlocks both selves within us •  Generates rich insight •  Unearths how we create meaning •  ‘Quit smoking’ journeys are continuums •  Clear, actionable and targeted recommendations •  Making a difference WIN
  • 14. Our Two Selves make us One! Festival of #NewMR 2019
  • 15. Q & A Presentation copyright, the presenters and NewMR. Please credit when using. Festival of #NewMR 2019 Irina Dimitriade Mustard Research Sue York NewMR