Manchester’s Digital Media Team (DMT) reached more than half a million people through a recent stopping smoking campaign as part of a partnership with Greater Manchester Health & Social Care Partnership and Dinosaur.
The North West agency created an online marketing campaign to reach people in Greater Manchester and encourage them to quit alongside the public body – the devolved arm of NHS and social care services in the city – as well as creative agency Dinosaur.
Digital Media Team created a bespoke marketing strategy for Facebook, Instagram & Google, while Dinosaur produced the campaign design and imagery to go alongside it. The campaign, ‘You Can Stop Smoking’, was launched at the beginning of May and encouraged people to #QuitForCOVID.
More than 500,000 people in the region saw the campaign, raising awareness of the dangers of smoking, the associated benefits of quitting, and where to get help.
Cameron Scott, Paid Social Executive for Digital Media Team, said: “We’ve seen some really brilliant results for our Cost Per 1000 impressions (CPMs), which is a true testament to the creative design from Dinosaur, who have adapted the brief to the current climate.
“We’ve received nearly 1.5 million views from the adverts we’ve released, highlighting just how relevant this campaign is, even during lockdown. We’ve put a real focus on mobile users and bringing the message into the home. This decision was made by the team very early on, so we could reach our target audience without becoming intrusive.”
Samantha Neville, Communications & Engagement Manager for Greater Manchester Health and Social Care Partnership, said: “Record numbers of people are stopping smoking in Greater Manchester. But for those who continue to smoke, the impacts can be serious – and potentially fatal.
“[The] coronavirus outbreak meant we had to review the effectiveness of our channels and messaging. With lockdown restrictions affecting the impact of out of home, and critical public health messaging needing to take priority on TV and radio, we decided to focus our efforts on highly targeted digital channels and turned to DMT for their expertise.”
