December 2018

HARNESSING THE POWER OF E-CIGARETTE AWARENESS CAMPAIGNS

Back to October, Public Health England’s national campaign ‘Stoptober’ was in full swing. It’s just one year since e-cigarettes were publicly backed by the campaign and this year the push continues with claims on websites including:

                     

 

Earlier this year, Impact carried out some research amongst smokers in the UK (with varying levels of e-cigarette experiences) to understand the barriers to vaping and what could be done to overcome them. 55% of those we spoke to claimed a nationwide campaign encouraging smokers to cut down on cigarette usage would be influential in their usage of e-cigarettes. 

The under 34 yrs, dualists and light smokers (those who smoke 5 or less cigarettes a day) in particular felt they would be most influenced by this type of activity. In fact, our research also showed it’s this same profile of user that is most likely to have taken part in Stoptober.

Nationwide campaigns such as Stoptober and the more recently introduced Vapril - from the UK Vaping Industry Association - are highly appealing to those who are already on the path to breaking the cigarette habit, according to our research.

But how can the industry capitalise on this and optimise messaging used in such campaigns to extend the reach and better influence other smoking groups?


To discuss how to best harness the momentum caused by national campaigns such as Stoptober or to  find out more about our research, please get in touch at +44 (0)1932 226 793.

Impact is committed to staying at the forefront of developments in the e-cigarette sector.  We have a wealth of experience working with the category and through independent commissions.  To find out more contact Tom Gould, Head of Consumer on tom.gould@impactmr.com or call +44 (0)1932 226 793.

*Source: Barriers to Vaping online survey 2018, UK, 516 Smokers (131 e-cig non-users, 159 e-cig trialists, 58 lapsed e-cig users and 168 dualist e-cig and cigarette users), April 2018

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