Winner
Smokefree Families
by Kenvue supported by M+F Health
Summary of work
There are an estimated 1.8 million households in England in which children are living with at least one smoker. Wanting to reduce this number, and help more families to become smokefree, Kenvue launched Smokefree Families, an initiative to raise awareness of the need for change from policymakers, support healthcare professionals to engage smoking parents on their quit journey and directly encourage parents who smoke to quit. The activity spanned policymaker engagement, patient education and medical communications.
To reach key audiences, Kenvue worked with M+F Health to launch a comprehensive media relations programme in July 2024. This involved recruiting a celebrity ambassador, surveying parents about their experiences of quitting smoking, selling-in the story to national and regional media, and conducting a paid social media campaign to target parents, HCPs and policymakers.
The programme generated 28 pieces of coverage across TV, radio, print and online, reaching over 196 million. Coverage highlights included The Independent, MSN, LondonLive and Eastern Daily Press, with nine interviews secured with campaign ambassador Dr. Zoe Williams. The paid Instagram campaign reached nearly 400,000, while the LinkedIn campaign drew an audience of 350,000 healthcare professionals, policymakers and key opinion leaders.
Judges’ comments
“Smokefree Families” was an outstanding entry with strong situational analysis. They had commissioned original research which was great and it was linked to aims for the campaign. It was clearly successful given the results and outputs and data on impressions. It was very powerful that it recognised a gap in understanding through the survey. Brilliant implementation!
