NO SMOKING DAY
Radio Interviews & Talking Features
In 2014, the British Heart Foundation conducted a survey of 2000 ex-smokers to find out their biggest regrets. They discovered nearly two thirds saw benefits to their health, over half saw an increase to their disposable income and one in ten regretted the worry they placed upon their families. BHF planned to capitalise upon the radio interest generated by No Smoking Day to encourage smokers to quit by recruiting ex-smokers to tell their stories, as well as offer support and advice to help them do so.
The campaign utilised two routes to coverage: talking features and radio interviews, both conducted with British Heart Foundation’s spokespeople; Simon Gillespie, the Chief Executive at BHF and Dr Mike Knapton, Associate Medical Director. They discussed the benefits of quitting smoking, framed with local statistics and smokers’ experiences since kicking the habit. Dr Knapton’s interviews received excellent feedback from the presenters, who described him as informative, understanding and engaging.
Coverage highlights included: BBC Radio Southern Counties, BBC Radio Essex, BBC Radio Lancashire, BBC Radio Kent, BBC Radio Norfolk, BFBS, Heart West Midlands, Smooth FM 100.4, Real Radio Wales and Capital Birmingham.
Campaign in Numbers:
The British Heart Foundation’s campaign secured a weekly reach of 10.8 million people with 5 hours 48 minutes’ worth of coverage.
The British Heart Foundation’s campaign secured a total of 96 items of coverage (including 6 BBC Radio stations) up and down the UK.