The SmokeScreen intervention is a social marketing campaign primarily targeting 11 to 15- year-olds with the aim of reducing the uptake of cigarette smoking. Although the long-term health effects of smoking are well documented, more can be done to discourage young people from starting smoking with approximately 550 young people starting everyday in England alone (Department of Health, 2010).

The SmokeScreen intervention was developed using market research with 269 young people and behaviour change in youth culture as a key outcome. Rather than focussing on health, the intervention uses literature, merchandise and incentives to portray the concept of a ‘replacement smoker’.

A replacement smoker is a young person who starts smoking to replace one of the estimated 5 million people who die from tobacco worldwide every year (World Health Organisation, 2010). Young people who don’t smoke are therefore encouraged to sign-up and not become a replacement smoker.

The intervention went live in Leicester City January 2011 and the response has been fantastic. So far, 4797 young people have signed up from 10 secondary schools and 4 colleges. Below are a few quotes from teachers and students;

“It was a good idea to have this event in school, I like the idea of signing a pledge to not start smoking, I don’t ever want to be a replacement smoker.” – Year 11 student at Sir Jonathan North School.

“It was such a great day. The kids were so up for it and the ‘replacement’ smoker campaign angle was seen as really interesting, refreshing and powerful.” – Teacher at Beaumont Leys School.

“I learned lots from Smokescreen, I never want to smoke.” – Year 7 student at Sir Jonathan North School.

A video of the intervention being delivered at a college with feedback from young people can be viewed below.

For more information about giving up smoking visit http://www.soarmagazine.co.uk/stopsmoking/