The 13th World Conference on Tobacco OR Health

Objective: Smoke Free North East is an alliance of health and authority bodies operating in an area of poor public health. It was formed to provide a united voice for the region, ensuring the north east is heard at government level and in the media. Strategically, the newly-created organisation decided to focus initially on second hand smoke in the workplace.

Methods: The office launched a brand to unite the region, ensuring strategic focus and consistent messaging. The branding developed – Fresh, Smoke Free North East – takes on the tobacco companies using a consumer-based approach, being positive and flexible, enabling it to be adopted by others (e.g. Fresh, Smoke Free Newcastle) and utilised in various executions (e.g. ‘This is a Fresh event, please don't smoke').

Its first challenge was responding to the smoking elements in the Health Improvement Bill. In marketing terms, below the line activity whilst used to educate and secure support for comprehensive legislation, without exemptions; above the line activity to build the brand and raises awareness of the issues and drive people to the web-site from where they can contact their MPs.

Results: The region is united behind a total smoking ban in public places. All local government, primary healthcare providers and thousands of individuals responded to the government consultation demanding a complete smoking ban without exemptions. In three months ATL activity reached 85% of the region's population 7 times; 92 press articles delivered 19.7m opportunities to see and a PR ROI of 5:1; the web-site attracted 90,000 hits.