This process improvement case study on evaluating a large tobacco campaign illustrates how to evaluate large-scale and complex campaigns.
Abstract #
Beyond health improvement, quitting smoking also improves mental health, It can improve mood and help relieve stress, anxiety and depression. In 2016, Santé publique France, the French National Public Health Agency, launched “Mois sans tabac.” “Mois sans tabac” is an ongoing intervention based on the PRIME theory of motivation and on the social contagion theory. It sets smokers the challenge of being smoke-free for the month of November.
This campaign used social marketing principles (the 5Ps, branding, mass-media campaign, cessation help services, etc.) It targeted smokers but also their loved ones. It aimed to encourage the latter to support smokers in their attempts to quit their habit. The campaign was a collaboration with public and private partners who can influence smokers’ behaviours. That includes health professionals and facilities, NGOs, companies, etc. The campaign focused on actions at the local level which focused on awareness and provided help for smoking cessation.
This book chapter does two main things. First, it describes theoretical and social marketing principles of “Mois sans tabac” implemented in France in 2016 (and later). Secondly, it illustrates how program managers evaluated this complex and large-scale social marketing campaign.
The full title of the case study is “From “Stoptober” in the UK to “Mois Sans Tabac” in France: How to Import and Evaluate a Complex and Large-Scale Social Marketing Campaign.”
Access #
Access this case study on evaluating a large tobacco campaign in chapter six of “Applied Social Marketing and Quality of Life: Case Studies from an International Perspective”. Find descriptions of this priced publication at https://isocialmarketing.org/docs/applied-social-marketing-and-quality-of-life-case-studies/ and at http://link.springer.com/book/10.1007/978-3-030-83286-5.
Location #
France
Key Words #
Tobacco, Smoking cessation, Evaluation, Large-scale campaigns
