Ramadan stop smoking campaign evaluation

Market Research Report London Smokefree

Ramadan 2009 Campaign Evaluation

Prepared for: Agency Contacts: Dominick Nguyen Tobacco Policy London Regional Public Health Group Riverwalk House 157-161 Millbank London SW1P 4RR

Jacqui Banerjee Rosemary Cowan Anna Galica Month of Report:

Prepared by: October 2009 Continental Research 132-140 Goswell Road London EC1V 7DY t: 020 7490 5944 f: 020 7490 1174

Job Number: 9811

Market Research Report: London Smokefree Ramadan 2009 Campaign Evaluation

Prepared by Continental Research

Title Page

1. Background ......................................................................................................... 1

2. Research objectives ............................................................................................ 3

3. Research method ................................................................................................ 4

4. Demographic profile ............................................................................................ 7

5. Management summary ....................................................................................... 9

6. Conclusions and Recommendations ................................................................. 22 Appendix A: Questionnaire


Prepared by Continental Research 1

1. Background

Smoking is the greatest cause of premature death and health inequality. To

reduce the impact of smoking on health, the Government provides support to

smokers to quit via the NHS Stop Smoking Service. Ramadan provides an

opportunity to encourage quitting amongst the Muslim community, therefore a

Smokefree Ramadan campaign was launched by Smokefree London and the

British Heart Foundation with support from the Department of Health and NHS

Commissioning Support for London.

Communications Activity

The campaign aimed to use Ramadan to encourage quit attempts amongst

Muslim smokers in London via the NHS Stop Smoking Service, given the strong

incentive to quit during the holy month of Ramadan (18/21 August to 19

September 2009).

The campaign aims were to:

Raise awareness of the services, their accessibility and how to contact the

NHS Stop Smoking Service

Communicate the effectiveness of the service

Build consideration of the NHS Stop Smoking Service as a quit method

Generate leads via recruitment activities

The campaign consisted of two strands of activity, one to build awareness and

one to generate response.

The awareness building stage consisted of BME radio and bus streetliners. The

response building stage consisted of radio, face to face (F2F) recruitment

events organised in areas where the campaign target ethnic groups are most

prevalent. The process also involved referring smokers to a local pharmacist.



The campaign was targeted at current Muslim (Bangladeshi, Pakistani, Turkish

and Somali) cigarette smokers or those that have quit in the last six months.

The age of audience for evaluation purposes was restricted to 25 - 50 years,

reflecting but slightly broader than the core campaign target of 25 to 40 year

olds. The campaign targeted male smokers in general, with the exception of

Turkish smokers where female smokers were also included. Advertising

activities took place in Greater London in areas where the campaign target

ethnic groups are most prevalent.

Throughout this report comparisons to the ‘London Spring 09’ stop smoking

campaign are made (referred to as London campaign in this document). This

campaign aimed to increase the number of London wide smokers setting a quit

date with a London NHS Stop Smoking Service. This campaign, managed by

the London Social Marketing Unit (now part of NHS Commissionign Support for

London), ran during February and March and post-stage fieldwork took place

from 21 March to 15 April 2009.



2. Research objectives

Research was required to evaluate both the London Smokefree Ramadan 2009

campaign and the face-to-face recruitment activity, and to inform future

campaign strategies.

London Smokefree Ramadan 2009 campaign A quantitative evaluation of the campaign was required to measure:

Awareness of the campaign by the target audiences

Recognition of the campaign – radio, bus streetliners and printed

The level of action taken

The research also needed to evaluate the campaign in terms of the following

measures:

Any increases in saliency of the Stop Smoking Service

Whether the campaign communicates accessibility and relevance of the

Stop Smoking Service

Increases in understanding of the Stop Smoking Service offerings

Consideration to quit via the Stop Smoking Service

Where possible the research was required to identify the contributing factors

each element of the campaign made.

Face-to-face recruitment activity Specific research was required to evaluate the face-to-face recruitment activity.

Research was required to:

Understand the experience of those who engage with the teams in terms

of the relevance of the offer and interaction with event staff

Understand the immediate impact the events have on potential quitters in

terms of take-out and likely response

Identify any common characteristics of those who respond to the face-to-

face recruitment



3. Research method

To evaluate the campaign a quantitative post only face-to-face approach was

used (there was insufficient time or resource for a pre-campaign study). For the

face-to-face recruitment events evaluation a qualitative approach was used.

Each research approach is discussed in detail as follows.

Quantitative research Quantitative research was carried out face to face in-street. A single stage of

research was carried out as the campaign was coming to an end and so did not

allow for a traditional approach of pre and post wave evaluation. The

effectiveness of the campaign was therefore measured by comparing the results

of those who recognised the campaign media in the interview against those who

did not recognise the campaign media. Recognition of the campaign was

measured by showing the poster, leaflet, pictures of outdoor activity or bus

sides and by playing the radio sponsorship and an excerpt of the advertorial DJ

spiel during the interview.

Quota controls were set by age, presence of children and ethnicity. The age and

presence of children quota was set to match the age target for the London

campaign research. Larger numbers of Pakistani and Bangladeshi smokers

were interviewed for detailed analysis and smaller numbers of Somali and

Turkish smokers. A 50% male and 50% female quota was also set for Turkish

smokers. This was based on previous research with Turkish respondents where

it was found smoking is evenly spread by gender. It was not necessary to

weight data to this profile as quota controls were largely met.

The interviewing location was restricted to only those areas which had been

identified for face-to-face in-street activity. These were selected due to the high

proportion of campaign target ethnic groups. Furthermore, the full impact of the

campaign needed to be measured, therefore interviewing outside of these areas

would have excluded exposure to the bus streetliners element of the campaign.

Based on these requirements 12 PCT locations in the London area were used

for interviewing.



A target of 270 interviews (95 Bangladeshi, 95 Pakistani, 40 Turkish, 40 Somali)

was set; in practice 312 interviews (94 Bangladeshi, 129 Pakistani, 46 Turkish,

43 Somali) were conducted. The spread of interviews was 204 recognisers and

107 non-recognisers.

Fieldwork was conducted between 17th August and 6th September 2009.

Qualitative research Qualitative research was carried out through observations and brief in-situ in-

depth interviews conducted with potential quitters as they engaged with the

recruitment teams. This provided insights not only into the various responses to

the events but also into the characteristics and attitudes of the core target

audience of Muslim routine and manual workers.

The aim of the qualitative intercept interviews was to identify the characteristics

of those who responded to the face-to-face events e.g. the number of cigarettes

smoked per day, respondents’ smoking history and previous quit attempts and

to understand the experiences of potential quitters who engaged with the teams

and their response to it. In addition, a good insight into smokers’ / potential

quitters’ attitudes and the characteristics of those who engaged with the events

was gained.

Observations and brief intercept interviews were conducted with:

19 potential quitters who engaged with the teams at events and registered

for follow-up contact. These people were aged between 20 and 50.

1 ex-smoker; aged approximately early 30s.



Observation and brief intercept interviews took place at London events in:

Newham (South Asian men*)

Hounslow (South Asian men*)

Haringey (Turkish men and (2) women)

Islington (Somali men)

*Bengali; Punjabi; Gujarati; Urdu; Hindi interpreters were present at each

location to translate when necessary.

Qualitative research was conducted on 7th, 13th, 14th and 15th August 2009.



4. Demographic profile

Quantitative Research The table below shows the demographic spread of interviews at a total level and

within recogniser and non-recogniser groups.

All Recognisers Non-recognisers

311 204 107 Base: all % % % Gender Male 93 96 88 Female 7 4 12 Age 25-30 29 31 24 31-34 22 25 18 35-40 19 19 18 41-44 14 11 21 45-50 16 14 19 Occupation Routine and manual service

53 56 47

Other 17 19 13 Not working 30 25 40 Presence of children Children under 18 in household

41 41 42

Marital Status Married/living with partner

54 53 57

Separated/divorced 7 5 10 Single 33 38 25 Refuse 6 4 8 Ethnic Group Pakistani 41 46 33 Bangladeshi 30 31 28 Somali 14 14 13 Turkish 15 9 26



Respondents’ smoking habits are shown in the following table. There was little

difference in smoking habits between recognisers and non-recognisers.

All Recognisers Non-recognisers

311 204 107 Base: all % % % Smoker Status Current smoker 88 87 89 Quitter 12 13 11 No of cigarettes smoke/smoked Less than 5 9 10 6 5-10 33 33 34 11-20 43 46 37 21-30 13 10 18 31-40 2 - 4 More than 40 - - 1

Exposure to the campaign radio stations: Kismat Radio, Sunrise, Punjabi Radio

and NU Sound was 49% overall, 54% for recognisers and 37% for non-

recognisers. Exposure was higher for Bangladeshi and Pakistani respondents

than Somali and Turkish respondents, most likely because the campaign radio

stations were broadcasting in Urdu and Punjabi.

Qualitative Research The respondents spanned an age range of 20 to 50 years of age from C1C2DE

social classes. The types of employment included a lorry driver, a shop keeper,

a night shift driver delivering to airports, a security guard, a council worker, a

fast food outlet worker, a tailor and a laundrette attendant. Several respondents

had children and some had taken their sons to prayers.

All respondents but one, who had already quit smoking, smoked cigarettes.

Respondent’s smoking habits varied from 5 - 40 cigarettes per day although the

majority smoked between 10 -15 per day. In addition to smoking cigarettes, one

South Asian man chewed paan occasionally and three Somali men chewed

khat.



5. Management summary

Throughout the research findings, more positive results are found for those who

recognise the campaign indicating it has been successful. As with the London

campaign, recognisers may be more inclined to notice the campaign because

they are more likely to want to quit rather than the campaign influencing their

mindset over quitting. Also it is likely that there is some residual awareness from

the London campaign which the Ramadan campaign has built upon. This

means some caution should be exercised when interpreting results as the

positive differences seen for recognisers will be to a degree pre-existing and not

solely an affect of the campaign. However, we can also take out that the

campaign has worked well in its own right.

Advertising Awareness The campaign had been noticed and cut through other stop smoking

campaigns: 60% overall had seen or heard advertising about ways to stop

smoking with recognisers (75%) being significantly more aware of the

advertising compared to non-recognisers (33%). This is shown in the following

chart.

Advertising awareness

60%

75%

33%

60%

75%

All

Recogniser

Non-recogniser

Ramadan

London

Base : All 311/ All recognisers 204/ non-recognisers 107/ London 851



Advertising awareness however was significantly lower for the Ramadan

campaign (60%) compared to the London campaign (75%) - perhaps during the

London campaign there was some residual awareness caused by the TV

campaign at the start of the year. Advertising attribution was highest for posters

(buses 36% and other outdoor 16%) and much stronger for Ramadan posters

compared to London campaign:

36% recalled Ramadan campaign bus posters; 17% recalled London

campaign bus posters;

16% recalled Ramadan campaign other outdoor posters; 10% recalled

London campaign other outdoor posters

Possibly the TV campaign prior to the London campaign caused recognition of

posters to be suppressed.

Key top of mind messages picked up were that the Service is free (23%), give

up smoking before Ramadan (14%), the health impact and giving up for the

sake of family (12%).

Prompted message recall amongst ad recognisers was significantly stronger

amongst recognisers for most messages compared to non-recognisers. Key

message take out included:

The NHS Stop Smoking Service will help you stop smoking for your health

and your family's (49% of recognisers versus 23% of non-recognisers)

The NHS Stop Smoking Service will help you stop smoking before

Ramadan (42% of recognisers versus 17% of non-recognisers)

The local NHS Stop Smoking Service offers free support (35% of

recognisers versus 14% of non-recognisers)



Campaign recognition The campaign has been well recognised, with two-thirds recognising any of the

campaign materials (66%). This is shown in the following chart.

66%

44%

42%

39%

32%

31%

Recognise any

Posters

Bus

DM leaflet

In street stopsmoking activity

Radio

Recognition summary

Base : All 311

65% Recognition of London Campaign

37%

27%

24%

18%

36%

Posters, which showed an adult hand holding a child’s hand, were particularly

well recognised compared to the London campaign (44% recognised Ramadan

campaign poster; 37% recognised London campaign poster). Possibly the TV

campaign earlier in the year could have suppressed posters during the London

campaign measurement. Ramadan radio advertising was however not as well

recognised as in the London campaign (31% recognised Ramadan campaign

radio advertising; 36% recognised London campaign radio advertising). Radio

also did little on its own, but supported the poster activity well (8% recognised

radio only; 21% recognised poster only; 23% recognised radio and poster).

Overall good recognition levels were also achieved for other media used in the

campaign:

Around two in five recognised the bus streetliners (42% versus 27%

recognising London campaign bus streetliners ) or the DM leaflet (39%

versus 24% recognising London campaign bus leaflet)



Nearly one third had seen the in-street activity (32% versus 18%

recognising London campaign in-street activity)

Positive attitudes towards the campaign were found and these were significantly

stronger amongst respondents who recognised the campaign. Ads were seen

as:

being for me (92% recognisers agreed versus 79% of non-recognisers),

told them something new (87% of recognisers agreed versus 67% of non-

recognisers)

memorable (83% of recognisers agreed versus 67% of non-recognisers)

Family messaging The messages around the family come through well spontaneously, where 14%

of recognisers cited ‘give up for the sake of your family’ when asked about the

main things the advertising was trying to tell them. When prompted with a

message statement respondents were significantly more likely to remember the

messages around the family:

Nearly half of recognisers remembered ‘The NHS Stop Smoking Service

will help you stop smoking for your health and your family's’ (49% versus

23% of non-recognisers).

Over a quarter of recognisers recalled ‘If you smoke, the best way to

protect yourself and your family from harm is to stop completely’ (28%

versus 9% of non-recognisers)

Certainly the draw of the family in terms of limiting the impact of smoking on the

family and quitting for the family are an influence, likely given the pictures

denoting parent and child in the campaign materials.

Awareness, attitudes and usage of stop smoking methods As shown on the following chart, attitudes towards giving up smoking show

some significant differences between recognisers and non-recognisers,

indicating the campaign may have affected some quit attitudes:

Before Ramadan is a good time to think about giving up (92% of

recognisers agreed versus 78% of non-recognisers)



Concern over harmful effects on family and wanting to quit for the family

(88% of recognisers agreed versus 78% of non-recognisers)

A belief that people from the community are giving up (74% of recognisers

agreed versus 54% of non-recognisers)

But also that one can quit on their own without help (60% of recognisers

agreed versus 52% of non-recognisers)

39

54%

38%

52%

37%

24%

17%

37%

35%

38%

40%

36%

47%

50%

37%

45%

36%

5%

13%

6%

9%

13%

22%

9%

10%

2%

7%

3%

7%

6%

16%

9%

19%

2%

7%

8%

3%

1%Recogniser

Non-recogniser

Recogniser

Non-recogniser

Recogniser

Non-recogniser

Recogniser

Non-recogniser

Agree strongly Agree slightly Disagree slightly Disagree strongly Don't know

Attitudes to giving up smoking

Base : All recognisers 204/ non-recognisers 107

I worry about the effects of my cigarette smoke on my family and loved ones

Just before Ramadan is a good time to think about giving up smoking for good

More people from my community are giving up smoking nowadays

Giving up smoking on your own is hard

The campaign appeared to have significantly raised prompted awareness levels

of the NHS Stop Smoking Service (50% recognisers mentioned the NHS Stop

Smoking Service when prompted with the list of stop smoking methods versus

37% of non-recognisers). It also significantly raised the association with cutting

down (40% recognisers mentioned it when prompted versus 27% non-

recognisers) and setting a quit date (18% recognisers mentioned it when

prompted versus 2% non-recognisers) as stop smoking methods.

Spontaneous awareness of what the Service offers was similar for recognisers

and non-recognisers where both groups seemed quite informed. The exception

was a significantly higher level of awareness amongst recognisers for ‘providing

advice on problems experienced by people stopping’ (25% recognisers



mentioned it spontaneously when asked what the NHS Stop Smoking Service

offers people who want to stop smoking versus 13% non-recognisers).

The Service was largely seen as being offered at GPs (78%), but also at a

pharmacy (48%) and for almost one quarter at a hospital (23%), there were no

differences between recognisers and non-recognisers.

Attitudes towards the NHS Stop Smoking Service show significant differences

between recognisers and non-recognisers, indicating there may be a campaign

effect:

Recognisers were more likely to agree that the NHS Stop Smoking

Service offers free (93% of recognisers agreed versus 83% of non-

recognisers) and expert advice (92% of recognisers agreed versus 83% of

non-recognisers)

The NHS Stop Smoking Service ‘is for me’ (89% of recognisers agreed

versus 72% of non-recognisers), is available at lots of pharmacies (79% of

recognisers agreed versus 65% of non-recognisers) and it is easy to

contact (91% of recognisers agreed versus 79% of non-recognisers) came

across significantly stronger amongst recognisers.



The campaign also significantly increased consideration to try the NHS Stop

Smoking Service (82% of recognisers agreed they more likely to give the NHS

Stop Smoking Service a try versus 54% of non-recognisers). This is shown in

the following chart.

Attitudes to advertising

33%

21%

49%

33%

9%

27%

5%

13%

4%

6%

Recogniser

Non-recogniser



These ads made me more likely to give the NHS Stop Smoking Service a try



However, when asked ‘how much difference does it make that a Stop Smoking

Service is provided by the NHS’ one third (33%) stated that NHS branding was

less likely to make them use the service. This is shown in the following chart.

Impact of the NHS brand on the likelihood to use the Stop Smoking Service

47%

53%

36%

47%

45%

16%

18%

12%

16%

49%

33%

25%

48%

33%

2%

4%

4%

4%

4%

4%

All

Recogniser

Non-recogniser

Ramadan

London

More likely to use Make no difference Less likely to use Don't know

Base : All 311 / All recognisers 204/ non-recognisers 107/ London 815 This suggests that the NHS branding is not as welcomed as the London-wide

campaign (only 2% rejected NHS branding) and there is more caution amongst

this specific demographic.

Impact on usage There was little impact on the claimed likelihood to use the NHS Stop Smoking

Service (54% of recognisers were likely to contact an NHS Stop Smoking

service in the future versus 55% of non-recognisers). This is shown in the

following chart.



Likelihood of contacting NHS Stop Smoking Service in the future

5%

6%

2%

5%

10%

33%

34%

32%

33%

20%

21%

20%

23%

21%

25%

10%

10%

10%

10%

16%

14%

10%

22%

14%

21%

17%

20%

11%

17%

8%

All

Recogniser

Non-recogniser

Ramadan

London

Already have contacted them Very likely Fairly likely Not very likely Not at all likely Don't know

Base : All 311/ All recognisers 204/ non-recognisers 107/ London 851 Non-recognisers were significantly more adamant they wouldn’t use any kind of

aid to help them give up smoking during Ramadan (35% of non-recognisers

wouldn’t use anything versus 21% of recognisers). The campaign seems to

have affected spontaneous likely actions for quitting. The spontaneous

awareness of the NHS Stop Smoking Service as a method that would be used

to quit, as shown on the following chart, was significantly greater amongst

recognisers compared to non-recognisers (13% versus 5%).



40%

29%

25%

16%

15%

18%

13%

7%

10%

8%

10%

7%

7%

7%

8%

3%

27%

23%

26%

30%

13%

2%

5%

11%

6%

8%

5%

8%

7%

5%

3%

3%

Cut down on the amount smoke

Just use will power and nothing else

Restrict where I smokeTalk about stopping to GP/ pharmacist or other healthcare

professionalGet Nicotine Replacement Products e.g. patches, gum on

prescriptionSet a date to stop smoking

Try NHS Stop Smoking Service

Would not stop smoking

Avoid places where other people smoke

Call NHS Smoking Helpline Buy Nicotine Replacement Products which you pay for yourself

e.g. patches, gumTalk about stopping with family and friends

Go out to places where I am unable to smoke

Enquire about NHS Stop Smoking Service

Talk about quitting smoking at a local pharmacy

Don't know

Recogniser Non-recogniser

How would go about stopping smoking (spontaneous)


Other mentions by 3% or less

Additionally, 12% of recognisers claimed to have used the Service as a result of

the campaign and just under this level would enquire about the NHS Stop

Smoking Service (8%). Levels of action were however largely higher for the

London campaign (38% of London campaign respondents claimed to take some

action as a result of seeing or hearing advertising versus 26% of Ramadan

campaign respondents).

Ramadan Based on the qualitative findings the timing of the offer (prior to Ramadan) was

perceived to be very appropriate, as support to quit would help through a

stressful fasting period. Ramadan was also widely considered a good time to

attempt to quit permanently although there were indications that the nature of

Ramadan (daily fasting followed by nightly celebration) may represent an

obstacle to quitting permanently.

There was also significantly higher recognition amongst recognisers that

Ramadan is a good time to stop for good (92% of recognisers agreed versus

78% of non-recognisers). As shown in the following chart, there was also a



slightly greater perception amongst recognisers that others in the community

are quitting for Ramadan (78% of recognisers agreed versus 62% of non-

recognisers).

Attitudes to giving up smoking

24%

17%

50%

37%

13%

22%

6%

16%

7%

8%

Recogniser

Non-recogniser




Quitting was also high on the agenda amongst Ramadan resolutions, praying

was highest (45%) followed by quitting for good (24%) and just for the Ramadan

period (20%).

Evaluation of face-to-face recruitment activity The NHS Stop Smoking drive was very well received by all in the qualitative

sample. It demonstrated an understanding of Muslim culture and was perceived

to be proactive, helpful and relevant. The majority of respondents were aware

that the offer came from the NHS and was therefore free. Observations of the

Stop Smoking teams were that their interactions with Muslim smokers / quitters

were not only pleasing but also that their shared language and cultural values

generated warmth, acceptance and also advocacy.

Hearing about the campaign at the Mosque (or via the Imam) gave credibility to

the recruiters. Teams reported that it made their job easier as they did not have



to spend time explaining and therefore lost the opportunity of interacting with

more of the target audience.

Pharmacy support Only one respondent in the qualitative sample had actually visited a pharmacy

on a drop-in basis, he found it an encouraging and helpful experience.

Based on face-to-face recruitment team reports and observations it seems

pharmacists were often not prepared to see potential quitters without an

appointment (while ASDA had a policy of not offering appointments at all). Via

pharmacy observations (particularly in those of similar cultural backgrounds),

the pharmacist showed undisguised impatience, evidently perceiving their time

to be valuable and prioritising other matters over the needs of smokers in an

unsympathetic manner.

BME smokers Some differences in campaign measures, attitudes and behaviour were noted

amongst the four target ethnic groups (Bangladeshi, Pakistani, Somali and

Turkish). The campaign was more likely to be noticed by Somali smokers (67%

vs. 60% overall) and least likely by Turkish smokers (37% vs. 60% overall).

The highest level of campaign recognition was amongst Pakistani smokers

(73% vs. 66% overall) with poster (52% vs. 44% overall) and DM leaflets (58%

vs. 39% overall) attaining the highest level of recognition. Advertising attribution

was significantly higher amongst Bangladeshi smokers for bus streetliners (54%

vs. 42% overall) and in street smoking activities (46% vs. 32% overall).

As shown on the following chart Pakistani and Bangladeshi smokers also had

the most positive attitudes towards the campaign:

These ads made me realise that there is an NHS Stop Smoking Service at

my local pharmacy (Pakistani 94%, Bangladeshi 86%, Somali 63% and

Turkish 40%)

These ads make me want to stop smoking for good (Pakistani 87%,

Bangladeshi 87%, Somali 68% and Turkish 37%)



These ads made me more likely to give the NHS Stop Smoking Service a

try (Pakistani 85%, Bangladeshi 90%, Somali 58% and Turkish 15%)

4

Attitudes to advertising

48%

41%

26%

13%

42%

35%

35%

9%

38%

36%

14%

4%

40%

40%

67%

39%

45%

52%

33%

28%

47%

54%

44%

11%

9%

15%

2%

33%

8%

7%

21%

35%

10%

5%

26%

41%

2%

2%

15%

5%

4%

28%

2%

3%

2%

41%

2%

2%

11%

3%

2%

14%

3%

1%

5%

Pakistani

Bangladeshi

Somali

Turkish

Pakistani

Bangladeshi

Somali

Turkish

Pakistani

Bangladeshi

Somali

Turkish


Base : Pakistani (128), Bangladeshi (94), Somali (43), Turkish (46)

These ads made me realise that the NHS Stop Smoking Service helps people like me

These ads make me want to stop smoking for good


Overall Turkish smokers had been significantly more negative towards the

campaign.

Somali smokers were significantly more likely to make ‘give up smoking for

good’ their resolution for the Ramadan this year (40% vs. 24% overall) whereas

Bangladeshi smokers were the most likely to try to give up smoking for the

Ramadan duration only (41% vs. 20% overall) and to contact NHS Stop

Smoking Service (70% vs. 55% overall).



6. Conclusions and Recommendations

Similar to the London campaign, a greater proportion of campaign recognisers

were already more predisposed to quitting and as a result were more inclined to

notice the campaign. Even though the positive results for recognisers are not

purely campaign driven, they are still encouraging.

A good level of campaign awareness was achieved where three in five smokers

were aware of some form of advertising (60%). Recognisers of the campaign

materials were significantly more likely to be aware of advertising (75%) but less

likely to attribute advertising to the campaign media used (57% of recognisers

versus 66% of non-recognisers).

Recognition of the campaign media was very good, where two thirds of all

respondents recognised any elements. Overall, it is thought the use of several

media works well and offers a good platform to use in the future. Recognition

was highest for the poster and bus streetliner elements of the campaign where

over two in five recognised each. The campaign also saw positive diagnostics,

particularly amongst recognisers, with high agreement that the campaign was

‘for people like me’, informing me of something new and being memorable.

The messages around the family come through well spontaneously and at a

prompted level amongst recognisers. Certainly the messages around limiting

the impact of smoking on the family and quitting for the family are an influence.

The campaign also seems to strongly encourage people to want to stop for

good (significantly more recognisers agreed; 86% of recognisers agreed versus

58% of non-recognisers) and encourage people to think they should stop

smoking now and not put it off (slightly more recognisers agreed; 85% of

recognisers agreed versus 71% of non-recognisers). There is however a

significantly higher belief amongst recognisers that they can give up on their

own (60% of recognisers agreed versus 52% of non-recognisers) which

perhaps needs to be more strongly dispelled in future campaigns aimed at this

audience.



Good progress has been made in terms of generating positive attitudes towards

and positioning of the NHS Stop Smoking Service. Various positive views on the

Service amongst recognisers were found. They were more favourable towards

the Service perceiving it to be the most effective method, that it offers the best

chance to stop, offers expert advice and free advice, knows how to help people,

is helpful, and easy to contact.

Ramadan also acts as a good trigger to stop smoking (but cannot necessary be

campaign attributed). There appears to be a perception amongst smokers that

others in their community are stopping smoking. There is potential to use this

influence in future messaging.

The NHS brand seems to play an important role in encouraging use although,

for some, there are issues with the Service being from the NHS. Recognisers

are significantly more likely than non-recognisers to claim they will contact the

NHS Stop Smoking Service in the future although this is unlikely to be purely

campaign driven. Additionally, around one in ten of recognisers claim they have

either tried, called or enquired about the NHS Stop Smoking Service.



Appendix A: Questionnaire

Serial No: _________ (1-5) Card: 01 (6-7)

CONTINENTAL RESEARCH TEL: 020 7608 2464 132-140 GOSWELL ROAD LONDON EC1V 7DY

Q1 Job number: J9811

Interviewer name: ________________________ Interviewer no: ___ ___ ___ ___ Respondent name: __________________________________________ Address: __________________________________________ __________________________________________ __________________________________________ Post-Code ___ ___ ___ ___ ___ ___ ___ Telephone no. (incl code): __________________________________

FOR ROTATE ORDER QUESTIONS, PLEASE ALTERNATE ORDER AND TICK START. (YOU MAY FIND IT HELPFUL TO TICK STARTS BEFORE STARTING INTERVIEWING)

INTRODUCTION: Hello, my name is .......(SHOW ID CARD) from Continental Research, an independent market research company based in London. We are conducting a survey about smoking. May I ask you a few questions? IF NECESSARY: It should take roughly 10-15 minutes. This is a genuine survey. All the answers you give me will be treated in the strictest of confidence and only supplied as statistical summaries with all other respondents views.

Q2 CODE SEX, DO NOT ASK: (13) Male .................................................................................................................................. 1 Female .............................................................................................................................. 2



INTERVIEWER: TO QUALIFY FOR AN INTERVIEW THE RESPONDENT MUST: Q3 Currently smoke or has given up in the last 6 months Q4 AGED 25 to 50 Q5 Be Indian, Bangladeshi, Pakistani, Somali or Turkish Q2 Be Male, except if Turkish (can interview Turkish men or women) Q6 Follow the Muslim faith

Q3 Firstly, please take a look at this list and tell me which of these apply to you? SHOW CARD A MULTI CODE (14) I smoke cigarettes ............................................................................................................ 1 I have given up smoking cigarettes in the last 6 months and am still not smoking .......... 2 I am a non-smoker ............................................................................................................ 3 Close

Q4 For the purposes of this survey, we are only interviewing certain types of people, so can I check which of these age groups you fall into? SHOW CARD B (15) 16-24 ................................................................................................................................. 1 Close 25-30 ................................................................................................................................. 2 31-34 ................................................................................................................................. 3 35-40 ................................................................................................................................. 4 41-44 ................................................................................................................................. 5 45-50 ................................................................................................................................. 6 51-64 ................................................................................................................................. 7 Close 65+ .................................................................................................................................... 8 Close

Q5 ASK ALL Which of these best describes your ethnic origin? SHOW CARD C IF RESPONDENT OF MIXED RACE MULTICODE ALLOWED (16) Indian ................................................................................................................................ 1 Pakistani ........................................................................................................................... 2 Bangladeshi ...................................................................................................................... 3 Somali ............................................................................................................................... 4 Turkish .............................................................................................................................. 5 None of these ................................................................................................................... 6 Close



Q6 ASK ALL Do you follow the Muslim faith? (17) Yes .................................................................................................................................... 1 No ..................................................................................................................................... 2 Close

Q7 ASK ALL Are you making any Ramadan resolutions this year? PROMPT MULTI CODE INTERVIEWER PROBE - IF RESPONDENT SAYS THEY WILL 'GIVE UP SMOKING' ASK: Will you give up for good or for the duration of Ramadan only? (18) Pray more ......................................................................................................................... 1 Eat healthy, limit overeating ............................................................................................ 2 Drink more water .............................................................................................................. 3 Give up smoking for the Ramadan duration only ........................................................... 4 Give up smoking for good ................................................................................................. 5 Give up drinking ................................................................................................................ 6 Exercise more ................................................................................................................... 7 Start cultivating positive attitude ....................................................................................... 8 Give up bad habits such as watching too much TV, gambling, drinking excess coffee, gossiping, etc. ................................................................................................................... 9

(19) Sleep more ....................................................................................................................... 0 OTHER (PLEASE SPECIFY) ........................................................................................... 1 DON'T KNOW ................................................................................................................... 2

Q8 ASK ALL How likely are you to use any kind of aid to help you give up smoking during Ramadan? SHOW CARD D SINGLE CODE (20) Very likely ......................................................................................................................... 1 Fairly likely ........................................................................................................................ 2 Not very likely ................................................................................................................... 3 Not at all likely................................................................................................................... 4 DON'T KNOW ................................................................................................................... 5



Q9 ASK ALL Which of the following best describes you at the moment? Please choose the one that applies to you the most. SHOW CARD E SINGLE CODE (21) I REALLY want to stop smoking and intend to in the next month .................................... 1 I REALLY want to stop smoking and intend to after Ramadan ........................................ 2 I REALLY want to stop smoking and intend to in next 3 months ..................................... 3 I REALLY want to stop smoking but I don't know when .................................................. 4 I want to stop smoking and hope to soon ......................................................................... 5 I want to stop smoking but haven't thought about when .................................................. 6 I think I should stop smoking but don't really want to ....................................................... 7 I don't want to stop smoking ............................................................................................. 8 Other (PLEASE SPECIFY) ............................................................................................... 9

(22) DON'T KNOW .................................................................................................................. 0

Q10 ASK ALL Have you made a serious attempt to stop smoking in the past? By serious I mean you decided that you would try to make sure you never smoke again. IF YES PROBE: When was the last time you tried to stop smoking, in the last 12 months or longer ago? READ OUT SINGLE CODE (23) Yes, in the past 12 months ............................................................................................... 1 Yes, more than 12 months ago ........................................................................................ 2 No ..................................................................................................................................... 3

Q11 ASK ALL Imagine you were going to stop smoking in the next few months, how would you personally go about stopping? DO NOT PROMPT (24) Would not stop smoking ................................................................................................... 1 Just use will power and nothing else ................................................................................ 2 Cut down on the amount I smoke ..................................................................................... 3 Restrict where I smoke ..................................................................................................... 4 Set a date to stop smoking ............................................................................................... 5 Go out to places where I am unable to smoke ................................................................. 6 Avoid places where other people smoke .......................................................................... 7 Get Nicotine Replacement Products e.g. patches; gum on prescription .......................... 8 Get Zyban; Champix or other pills or tablets on prescription ........................................... 9



(25) Buy Nicotine Replacement Products which you pay for yourself e.g. patches; gum ....... 0 Talk about quitting smoking at a local pharmacy ............................................................. 1 Enquire about NHS Stop Smoking Service ...................................................................... 2 Try NHS Stop Smoking Service ....................................................................................... 3 Enquire about / try the NHS Together programme........................................................... 4 Call NHS Smoking Helpline .............................................................................................. 5 Call a Non-NHS smoking helpline .................................................................................... 6 Visit www.nhs.uk/smokefree website ............................................................................... 7 Search online/ website other than Smokefree.................................................................. 8 Talk about stopping to GP or other healthcare professional ............................................ 9

(26) Enquire about/ try alternative therapy e.g. hypnotherapy; acupuncture; homeopathy; Chinese medicine ............................................................................................................. 0 Enquire about /try pharmacy stop smoking programme e.g. Boots 'Change One Thing' 1 Enquire about / try Non NHS Stop Smoking Programme such as Allen Carr or Click2Quit ......................................................................................................................... 2 Talk about stopping with family and friends ..................................................................... 3 Click on the red button on interactive TV to get information ............................................ 4 Text to get information ...................................................................................................... 5 Use Allen Carr book ......................................................................................................... 6 Use Self help book/ booklet (not Allen Carr) .................................................................... 7 Other (PLEASE SPECIFY) ............................................................................................... 8 DON'T KNOW (NOT ON THE SHOWCARD) .................................................................. 9

Q12 ASK ALL Which of these things to help people stop smoking are you aware of? SHOW CARD F MULTICODE (27) Nicotine Replacement Products e.g. patches; gum on prescription ................................. 1 Zyban; Champix or other pills or tablets on prescription .................................................. 2 Nicotine Replacement Products you buy yourself e.g. patches; gum .............................. 3 Advice/ support from a local pharmacy ............................................................................ 4 NHS Stop Smoking Service .............................................................................................. 5 NHS Together programme ............................................................................................... 6 NHS Smoking Helpline ..................................................................................................... 7 Non-NHS smoking helpline .............................................................................................. 8 www.nhs.uk/smokefree website ....................................................................................... 9

(28) Searching online/ website other than Smokefree ............................................................. 0 Talking about stopping to GP or other healthcare professional ....................................... 1 Alternative therapy e.g. hypnotherapy; acupuncture; homeopathy; Chinese medicine ... 2 Pharmacy stop smoking programme e.g. Boots 'Change One Thing' ............................. 3 Non NHS Stop Smoking Programme such as Allen Carr or Click2Quit ........................... 4 Talking about stopping with family and friends ................................................................. 5 Clicking on the red button on interactive TV to get information ........................................ 6 Texting to get information ................................................................................................. 7 Allen Carr book ................................................................................................................. 8 Self help book/ booklet (not Allen Carr) ............................................................................ 9

(29) NONE (NOT ON THE SHOWCARD) ............................................................................... 0



Q13 ASK ALL To what extent do you agree or disagree with the following statements? SHOW CARD G ROTATE

Agree strongly

Agree slightly

Disagree slightly

Disagree strongly

DON'T KNOW

I can give up smoking by myself and don't need help

(30) 1 2 3 4 5


(31) 1 2 3 4 5

It's hard not to smoke at all for the fasting time during Ramadan

(32) 1 2 3 4 5

There is a lot of help available nowadays for smokers who want to give up

(33) 1 2 3 4 5

There are too many other things to think about during Ramadan than quitting smoking

(34) 1 2 3 4 5

These days most people quit smoking using some form of help or support

(35) 1 2 3 4 5

Just before Ramadan is a good time to think about giving up smoking for good

(36) 1 2 3 4 5

Giving up smoking on your own is hard

(37) 1 2 3 4 5

Getting support from the NHS makes you more likely to succeed at giving up smoking

(38) 1 2 3 4 5

I really want to stop smoking for my family and loved ones

(39) 1 2 3 4 5

I worry about the effects of my cigarette smoke on my family and loved ones

(40) 1 2 3 4 5

Q14ASK ALL Where do you think you can visit a local NHS Stop Smoking Service? DO NOT PROMPT MULTI CODE (41) At a GP / Surgery / Health Centre .................................................................................... 1 At a pharmacy................................................................................................................... 2 At a community centre ...................................................................................................... 3 At a religious centre .......................................................................................................... 4 At a hospital ...................................................................................................................... 5 OTHER (PLEASE SPECIFY) ........................................................................................... 6 DON'T KNOW ................................................................................................................... 7



Q15 ASK ALL What do you think the NHS Stop Smoking Service offers people who want to stop smoking? It doesn't matter if you are not familiar with them, we are interested in your opinions and impressions. DO NOT PROMPT PROBE: What else? MULTICODE (42) One to one sessions ......................................................................................................... 1 Group sessions ................................................................................................................. 2 Informal drop in sessions .................................................................................................. 3 Trained advisors/ sessions led by health professionals e.g. GP - nurse - etc ................. 4 Advice on best medication ................................................................................................ 5 Advice on problems experienced by people stopping smoking ....................................... 6 General advice on how to give up smoking ...................................................................... 7 Informs of the dangers of smoking ................................................................................... 8 Provides prescription drugs to help people stop smoking (e.g. Zyban/ Champix) ........... 9

(43) Provides NRT products on prescription (e.g. patches/gum) ............................................ 0 Other (specify) .................................................................................................................. 1 (44-45)

(46) DON'T KNOW ................................................................................................................... 2



Q16 ASK ALL I'm going to read out some possible opinions about NHS Stop Smoking Services. Could you tell me to what extent you agree or disagree with each one? Again, if you are not familiar with the service we are still interested in your opinions and impressions. SHOW CARD G ROTATE Agree

strongly Agree

slightly Disagree slightly

Disagree strongly

DON'T KNOW

They are easy to contact (47) 1 2 3 4 5 They are approachable and friendly

(48) 1 2 3 4 5

The service is for people like me

(49) 1 2 3 4 5

They really know how to help people stop smoking

(50) 1 2 3 4 5

They are helpful (51) 1 2 3 4 5 There are people who can speak my language

(52) 1 2 3 4 5

They offer the best chance to help people stop smoking

(53) 1 2 3 4 5

They are available at lots of pharmacies

(54) 1 2 3 4 5

They offer free advice and services

(55) 1 2 3 4 5

They offer support when and where it is needed

(56) 1 2 3 4 5

The service is only for those who are desperate to stop smoking

(57) 1 2 3 4 5

They offer expert advice (58) 1 2 3 4 5

Q17 ASK ALL How likely are you to contact an NHS Stop Smoking service in the future? SHOW CARD H (59) Already have contacted them ........................................................................................... 1 Very likely ......................................................................................................................... 2 Fairly likely ........................................................................................................................ 3 Not very likely ................................................................................................................... 4 Not at all likely................................................................................................................... 5 DON'T KNOW ................................................................................................................... 6



Q18 ASK ALL How much difference does it make to you that a Stop Smoking Service is provided by the NHS, does this make you more likely to use it, less likely to use it or would it make no difference to you? SINGLE CODE (60) More likely to use .............................................................................................................. 1 Less likely to use .............................................................................................................. 2 Makes no difference ......................................................................................................... 3 DON'T KNOW ................................................................................................................... 4

Q19 ASK ALL Have you seen or heard any advertising or publicity recently concerning ways to stop smoking. This could be on the radio, in public places or on a bus for example? (61) Yes .................................................................................................................................... 1 Go to Q20 No ..................................................................................................................................... 2 DON'T KNOW ................................................................................................................... 3

Q20 ASK ALL WHO HAVE SEEN/ HEARD ADVERTISING OR PUBLICITY (CODED YES AT Q19). OTHERS GO TO Q23 Where did you see or hear the advertising or publicity about ways to stop smoking? MULTICODE SHOW CARD I (62) TV programme .................................................................................................................. 1 TV advert .......................................................................................................................... 2 Radio programme ............................................................................................................. 3 Radio advert or sponsorship ............................................................................................. 4 Newspaper article ............................................................................................................. 5 Newspaper advert ............................................................................................................ 6 Magazine .......................................................................................................................... 7 Posters on billboards ........................................................................................................ 8 Posters on bus shelters .................................................................................................... 9

(63) Posters on buses .............................................................................................................. 0 Posters elsewhere ............................................................................................................ 1 Door drop / in the mail ...................................................................................................... 2 Someone in person came to my door and spoke about it ................................................ 3 GP surgeries and clinics ................................................................................................... 4 People at a supermarket - shopping centre or in the street ............................................. 5 At a pharmacy................................................................................................................... 6 At a Mosque...................................................................................................................... 7 During a prayer/ sermon ................................................................................................... 8 Other (Specify).................................................................................................................. 9 (64-67)

(68) DON'T KNOW ................................................................................................................... 0



Q21 ASK ALL WHO HAVE SEEN/ HEARD ADVERTISING OR PUBLICITY (CODED 1 AT Q19). OTHERS GO TO Q23 What were the main things the advertising was trying to tell you? What messages was it trying to get across? PROBE: What else? (69-78)

(79) DON'T KNOW/ CAN'T REMEMBER ................................................................................ 1

Q22 ASK ALL WHO HAVE SEEN/ HEARD ADVERTISING OR PUBLICITY (CODED 1 AT Q19). OTHERS GO TO Q23 Which of these messages do you remember the advertising telling you? SHOW CARD J MULTICODE

card: 02 (6-7) (8) The NHS Stop Smoking Service will help you stop smoking before Ramadan ............... 1 The NHS Stop Smoking Service will help you stop smoking for your health and your family's .............................................................................................................................. 2 The NHS Stop Smoking Service offers the most effective way to quit for good .............. 3 The local NHS Stop Smoking Service offers free support .............................................. 4 A NHS Stop Smoking advisor will call you back ............................................................... 5 If you smoke, the best way to protect yourself and your family from harm is to stop completely ......................................................................................................................... 6 Do it for yourself and your family ...................................................................................... 7 There is access to the NHS Stop Smoking Service at pharmacies ................................. 8 The NHS Stop Smoking Service provides prescriptions for nicotine replacement products and other stop smoking medicines .................................................................... 9 You can talk to a NHS Stop Smoking advisor in your language ...................................... 0

(9) NONE OF THESE ............................................................................................................ 1

Q23 ASK ALL SHOW CARD K Here is a poster, have you seen this or one like it before today in public places or in the street? MULTICODE (10) Yes .................................................................................................................................... 1 Seen one like it ................................................................................................................. 2 No ..................................................................................................................................... 3 DON'T KNOW ................................................................................................................... 4



Q24 ASK ALL SHOW CARD L Here is an advert that appeared on the side of a bus. Have you seen this or any like this on or inside buses before today? (11) Yes .................................................................................................................................... 1 No ..................................................................................................................................... 2 DON'T KNOW ................................................................................................................... 3

Q25 ASK ALL PLAY CD (DJ SPEIL AND RADIO AD) Please listen to this CD, it plays a DJ speaking and a radio ad. Have you heard this or something like it before today? MULTICODE (12) DJ speaking ...................................................................................................................... 1 Radio ad ........................................................................................................................... 2 No ..................................................................................................................................... 3 DON'T KNOW ................................................................................................................... 4

Q26 SHOW LEAFLET Here is a leaflet. Have you seen this or one like it before today? (13) Yes .................................................................................................................................... 1 No ..................................................................................................................................... 2 DON'T KNOW ................................................................................................................... 3

Q27 ASK ALL SHOW CARD M Here are some pictures of stop smoking activity in the street. Have you seen anything like this before today? (14) Yes .................................................................................................................................... 1 No ..................................................................................................................................... 2 DON'T KNOW ................................................................................................................... 3



Q28 ASK ALL I am now going to read some things out about these advertisements I have shown or played to you in this questionnaire. Please tell me whether you agree or disagree with each? SHOW CARD N SINGLE CODE ROTATE Agree

strongly Agree

slightly Disagree slightly

Disagree strongly

DON'T KNOW

These ads are aimed at people like me

(15) 1 2 3 4 5

These ads made me think that I should stop putting it off and stop smoking now (SMOKERS ONLY Q3 CODE 1)

(16) 1 2 3 4 5

These ads told me something new

(17) 1 2 3 4 5

These ads really caught my attention

(18) 1 2 3 4 5


(19) 1 2 3 4 5

These ads made me realise that the NHS Stop Smoking Service helps people like me

(20) 1 2 3 4 5

These ads made me realise that there is an NHS Stop Smoking Service at my local pharmacy

(21) 1 2 3 4 5

These ads make me think about stopping smoking completely for Ramadan (both day and night)

(22) 1 2 3 4 5

These ads make me want to stop smoking for good

(23) 1 2 3 4 5

These ads make me think I should stop smoking for my family and loved ones

(24) 1 2 3 4 5



Q29 ASK ALL WHO RECOGNISE ANY OF THE ADS AT Q23, Q24, Q25, Q26, Q27 As a result of seeing or hearing these adverts and activity I have just shown you, did you do any of the following? Please choose as many answers as you like. SHOW CARD O (25) Get Nicotine Replacement Products e.g. patches; gum on prescription .......................... 1 Get Zyban; Champix or other pills or tablets on prescription ........................................... 2 Buy Nicotine Replacement Products e.g. patches; gum .................................................. 3 Enquire about/ try my local pharmacy ............................................................................. 4 Enquire about the NHS Stop Smoking Service ................................................................ 5 Try the NHS Stop Smoking Service ................................................................................. 6 Signed up to the NHS Stop Smoking Service on the street/ at my door .......................... 7 Enquire about/ Try the NHS Together programme .......................................................... 8 Call the NHS Smoking Helpline ........................................................................................ 9

(26) Call a non-NHS smoking helpline ..................................................................................... 0 Visit www.nhs.uk/smokefree website ............................................................................... 1 Search online/ website other than Smokefree.................................................................. 2 Talk about stopping to GP or other healthcare professional ............................................ 3 Enquire about/ try alternative therapy e.g. hypnotherapy; acupuncture; homeopathy; Chinese medicine ............................................................................................................. 4 Enquire about / try non-NHS Stop Smoking Programme such as Allen Carr or Click2Quit ..................................................................................................................... 5 Talk about stopping with family and friends ..................................................................... 6 Click on the red button on interactive TV to get information ............................................ 7 Text to get information ...................................................................................................... 8 Use Allen Carr book ......................................................................................................... 9

(27) Use a self help book/ booklet (not Allen Carr) .................................................................. 0 Other (PLEASE SPECIFY) ............................................................................................... 1 NONE (NOT ON THE SHOWCARD) ............................................................................... 2 DON'T KNOW (NOT ON THE SHOWCARD) .................................................................. 3

Q30 ASK ALL Which of these radio stations, if any, have you listened to in the past 6 weeks? MULTICODE SHOW CARD P (28) Kismat Radio .................................................................................................................... 1 Sunrise .............................................................................................................................. 2 Punjabi Radio ................................................................................................................... 3 NU Sound ......................................................................................................................... 4 NONE OF THESE ............................................................................................................ 5 DON'T KNOW ................................................................................................................... 6



Q31ASK ALL (Q3 CODE 2) How many cigarettes did you used to smoke per day on average? (Q3 CODE 1) How many cigarettes do you smoke per day on average? SHOW CARD Q (29) Less than 5 ....................................................................................................................... 1 5-10 ................................................................................................................................... 2 11-20 ................................................................................................................................. 3 21-30 ................................................................................................................................. 4 31-40 ................................................................................................................................. 5 More than 40..................................................................................................................... 6 DON'T KNOW ................................................................................................................... 7

Now as you probably know, it is necessary in market research surveys to interview a wide cross-section of the public. The next few questions about yourself are just to ensure our sample is balanced.

Q32 Can I just check, apart from any unpaid work, have you worked at all in the last 12 months? (30) Yes - full or part time ........................................................................................................ 1 No ..................................................................................................................................... 2

Q33 ASK IF WORK AT Q32 (CODE 1) OTHERS GO TO Q35 Do you work as an employee or are you self employed? (31) Employee .......................................................................................................................... 1 Self employed ................................................................................................................... 2



Q34 ASK IF WORK What is your occupation? Please look at the job descriptions below and choose one which best describes the sort of work you do. If you are not working now, please think about the last job you held in the previous 12 months SHOW CARD R (32) Modern professional occupations such as teacher - nurse - physiotherapist – social worker - welfare officer - artist - musician - police officer - software designer ....... 1 Clerical and intermediate occupations such as: secretary - personal assistant – clerical worker - office clerk - call centre agent - nursing auxiliary - nursery nurse .......... 2 Senior managers or administrators (usually responsible for planning - organising – coordinating work for finance) such as: finance manager - chief executive ..................... 3 Technical and craft occupations such as: motor mechanic - fitter - inspector - plumber – printer - tool maker - electrician - gardener - train driver .................................................. 4 Semi-routine manual and service occupations such as: postal worker - machine operative - security guard - caretaker - farm worker – catering assistant - receptionist - sales assistant ............................................................. 5 Routine and manual service occupations such as: HGV driver - van driver - cleaner – porter - packer - sewing machinist - messenger - labourer - waiter/waitress - bar staff . 6 Middle or junior managers such as: office manager - retail manager - bank manager – restaurant manager - warehouse manager - publican ..................................................... 7 Traditional professional occupations such as: accountant - solicitor – medical practitioner - scientist - civil/mechanical engineer .............................................. 8

Q35 ASK ALL Are there any children aged under 16 living in your household? (33) Yes .................................................................................................................................... 1 No ..................................................................................................................................... 2

Q36 ASK ALL Which of the following best describes your marital status? READ OUT SINGLE CODE (34) Married/ living with partner ............................................................................................... 1 Separated/ divorced/ widowed ......................................................................................... 2 Single ................................................................................................................................ 3 REFUSED ......................................................................................................................... 4



Q37 ASK ALL What is your preferred language? SINGLE CODE (35) Bengali .............................................................................................................................. 1 Urdu .................................................................................................................................. 2 Punjabi .............................................................................................................................. 3 Gujarati ............................................................................................................................. 4 Hindi .................................................................................................................................. 5 Somali ............................................................................................................................... 6 Swahili .............................................................................................................................. 7 Turkish .............................................................................................................................. 8 English .............................................................................................................................. 9

(36) None ................................................................................................................................. 0 OTHER (PLEASE SPECIFY) ........................................................................................... 1

Q38 ASK ALL And what area do you come from? SINGLE CODE (37) Camden ............................................................................................................................ 1 Ealing ................................................................................................................................ 2 Greenwich ......................................................................................................................... 3 Hackney ............................................................................................................................ 4 Hammersmith and Fulham ............................................................................................... 5 Haringey ........................................................................................................................... 6 Harrow .............................................................................................................................. 7 Hounslow .......................................................................................................................... 8 Islington ............................................................................................................................ 9

(38) Lewisham .......................................................................................................................... 0 Newham ............................................................................................................................ 1 Plaistow ............................................................................................................................ 2 Plumstead ......................................................................................................................... 3 Westminster ...................................................................................................................... 4 OTHER (PLEASE SPECIFY) ........................................................................................... 5



Q39 Finally, please take a look at this list and tell me which of these apply to you, you can just read out the letter next to each one? SHOW CARD S MULTI CODE (39) A: I smoke cigars .............................................................................................................. 1 B: I smoke a pipe .............................................................................................................. 2 C: I smoke a shisha pipe .................................................................................................. 3 D: I smoke cannabis, grass, weed etc. ............................................................................. 4 E: I chew tobacco e.g. paan, gutka .................................................................................. 5 F: I chew khat ................................................................................................................... 6 NONE OF THESE ............................................................................................................ 7

Q40 RECORD AREA WHERE INTERVIEW TOOK PLACE (40) Camden ............................................................................................................................ 1 Ealing ................................................................................................................................ 2 Greenwich ......................................................................................................................... 3 Hackney ............................................................................................................................ 4 Hammersmith and Fulham ............................................................................................... 5 Haringey ........................................................................................................................... 6 Harrow .............................................................................................................................. 7 Hounslow .......................................................................................................................... 8 Islington ............................................................................................................................ 9

(41) Lewisham .......................................................................................................................... 0 Newham ............................................................................................................................ 1 Plaistow ............................................................................................................................ 2 Plumstead ......................................................................................................................... 3 Westminster ...................................................................................................................... 4



Q41 RECORD LANGUAGE OF INTERVIEW (42) Bengali .............................................................................................................................. 1 Urdu .................................................................................................................................. 2 Punjabi .............................................................................................................................. 3 Gujarati ............................................................................................................................. 4 Hindi .................................................................................................................................. 5 Somali ............................................................................................................................... 6 Swahili .............................................................................................................................. 7 Turkish .............................................................................................................................. 8 English .............................................................................................................................. 9

I declare that this is a true record of a face-to-face interview with the named respondent which was carried out within the Market Research society Code of Conduct in accordance with instructions in the Interviewers' Manual SIGNED: __________________________________ DATE: ___/___/___

Continental Research 132-140 Goswell Road London EC1V 7DY t: 020 7490 5944 f: 020 7490 1174

Ramadan stop smoking campaign evaluation

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