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Spirit lights up PR campaign

A successful PR campaign which resulted in a 34-fold return on investment has resulted in Smokefree South West, the region’s anti-smoking body, awarding Spirit a new contract.

Spirit worked on an initial six month campaign for the organisation, helping them promote the work they do to reduce smoking and health inequalities across the region and create smokefree environments.

Our activity during that time has generated strong coverage in a wide range of media in all of the 15 local authorities covered by Smokefree South West, which has led to a further six-month contract.

Key successes include the smoky homes campaign, where we captured media attention by commissioning a consumer survey on the effect of smoking on house prices. This created a strong news story and led to significant regional press coverage, including the Bristol Post (both online and in print), Swindon Advertiser, Wiltshire Times and the Devizes Gazette.

We were also tasked with generating press interest around Smokefree South West’s fifth anniversary and decided to focus on the positive impact it has made in the region since it was launched. We knew some eye-raising statistics would capture the media’s attention and calculated that a massive 820 million fewer cigarettes have been smoked in the region since the organisation was set up. This led to significant broadcast coverage including Heart FM, BBC Radio Bristol, BBC Radio Devon and BBC Radio Cornwall.

Future work will include supporting Smokefree South West’s campaigns to promote plain standard cigarette packaging, tackle the trade of illegal cigarettes and encourage families to stay smoke free this Christmas.

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