A behaviour change campaign developed by Teapot Creative in partnership with Somerset Council’s SmokeFree Somerset team generated 6.6 million impressions and more than 48,000 interactions as it sought to encourage people across the county to stop smoking.
The campaign, titled What’s Your Why?, was created to raise awareness of the support available to people who want to quit smoking. Rather than focusing solely on the health risks associated with smoking, the campaign encouraged individuals to consider their own personal motivations for giving up the habit. 
Teapot Creative said the approach was based on the understanding that people were more likely to engage with messages that reflected their own experiences and circumstances. Real-life stories were used throughout the campaign to help audiences identify with the message and reflect on the benefits that quitting smoking could bring to their lives.
The campaign recorded 6.6 million impressions and 48,350 interactions across its activity. Teapot Creative said the results provided valuable insight into which messages resonated most strongly with audiences and how future public health campaigns could be made more effective.
Alongside the public-facing campaign, Somerset Chamber of Commerce has also been partnering with the council on the SmokeFree project, working with three local businesses and developing a free workplace toolkit designed to help employers support healthier workplaces and encourage smoking cessation among staff.
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