From “Stoptober” To “Moi(S) Sans Tabac”: how to import a social marketing campaign

Auriane Djian, Romain Guignard, Karine Gallopel-Morvan (), Olivier Smadja, Jennifer Davies, Aurélie Blanc, Anna Mercier, Matthew Walmsley and Viêt Nguyen-Thanh
Additional contact information
Auriane Djian: Santé publique France - French National Public Health Agency [Saint-Maurice, France]
Romain Guignard: Santé publique France - French National Public Health Agency [Saint-Maurice, France]
Karine Gallopel-Morvan: EA MOS - EA Management des Organisations de Santé - EHESP - École des Hautes Études en Santé Publique [EHESP] - PRES Sorbonne Paris Cité, EHESP - École des Hautes Études en Santé Publique [EHESP], IDM - Institut du Management - EHESP - École des Hautes Études en Santé Publique [EHESP]
Olivier Smadja: Santé publique France - French National Public Health Agency [Saint-Maurice, France]
Jennifer Davies: Santé publique France - French National Public Health Agency [Saint-Maurice, France]
Aurélie Blanc: Santé publique France - French National Public Health Agency [Saint-Maurice, France]
Anna Mercier: Santé publique France - French National Public Health Agency [Saint-Maurice, France]
Matthew Walmsley: Public Health England [London]
Viêt Nguyen-Thanh: Santé publique France - French National Public Health Agency [Saint-Maurice, France]

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Abstract: Purpose In 2016, Santé publique France launched for the first time "Moi (s) Sans Tabac," a positive social marketing campaign inspired by Public Health England's "Stoptober" campaign, the aim being to trigger mass quit attempts among smokers. Both programs include a mass-media campaign, national and local cessation help interventions, and the diffusion of various tools to help smokers quit. The purpose of this paper is to analyze the two programs', specific national contexts and to describe resulting similarities and differences regarding campaign development. Design/methodology/approach A contextual analysis was performed to determine differences between the two countries regarding smoking prevalence, health services and culture. Findings Smoking prevalence is about twice as high in France as in the UK, leading to a lower degree of de-normalization of smoking. Moreover, cessation support services are much more structured in the UK than in France: all health professionals are involved and services are located near smokers' residences. Practical implications Campaign progress and cessation tools provided during both campaigns are quite similar. However, Santé publique France needed to adjust the British model by favouring a regional smoking prevention network and by building an innovative partnership strategy to reach the target

Keywords: Public health; Partnership; Social marketing; Communication; Smoking; Tobacco (search for similar items in EconPapers)
Date: 2019-10-14
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Published in Journal of social marketing, 2019, 9 (4), pp.345-356. ⟨10.1108/JSOCM-07-2018-0068⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03028565

DOI: 10.1108/JSOCM-07-2018-0068

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