No Smoking Day events and promotion
This campaign used an uplifting approach of diverse activity. From a student Zombie Walk to public fitness sessions for smokers and non-smokers alike, and even a six-foot tall cigarette parading the streets with a saxophone player, smoking cessation was promoted in a fun and vibrant way. Cyril the Cig also appeared at Hull City and Hull FC games to compete with their mascots: Roary the Tiger struck the ball from different distances to knock over the human-sized cigarette, whilst Airlie Bird shamed him in an obstacle course, each to cheering crowds.
Involved new people in the campaign. In particular, the Zombie Walk, Big Noise and Cyril the Cig events brought younger people into the team voluntarily to promote the messages of No Smoking Day.
During the period of time around the 2011 campaign, referrals to the NHS Stop Smoking Service were 21% higher than the monthly average across the year.
- Behavioural Change
Campaign increased referrals by 21%