E66: Case Study: Plymouth Smokefree Behavioural Insights

Behaviour Change Marketing Bootcamp

This week, we dive into a fascinating conversation with Daniel Preece, Public Health practitioner extraordinaire. Daniel sits with the Plymouth City Council and commissions the local Stop Smoking Service.

We explore insights from our recent Behavioural Insights Deep Dive where we listened to routine and manual workers and why the want to - or don't want to - quit smoking tobacco.

This episode is packed with actionable insights and real-world examples.

3 Aha Moments:

1. Autonomy is Key:
   Many people who smoke want to feel in control of their quit journey. They prefer an approach that keeps them in the driver’s seat.

2. Vaping is complex:
   Vaping is a hugely complex behaviour and plays many different roles. For some it's a help, for some it's confusing and for others it started them smoking tobacco. Understanding this reality is critical to effective services,

3. Knowledge doesn't matter if the offer is wrong
   We often see a COM-B analysis that highlights the lack of the knowledge of the service and so we may then think - oh we need a communications campaign. But taking a behavioural insights approach means you consider beliefs too. And if the offer is wrong it doesn't matter how much you communicate. The service offer needs to match the needs - then you market it to the audience.

Quote

"Quitting is like walking a tightrope. People need to find their balance and build confidence on their own, with services acting as a safety net beneath them rather than pulling them along." Daniel Preece

Links

Hidden Voices Heard is the home of the popular Behaviour Change Marketing Bootcamp where we run the behavioural insight deep dives - www.hiddenvoicesheard.com