Two thirds of UK smokers, around six million people, were expected to try to quit in January, but half would fail within a week. Willpower alone was the most popular method yet the least effective, while professional help raises the chance of quitting up to four times. For Pfizer's 'Don't go cold turkey' campaign, we put a GP and health correspondent, and a television presenter and former smoker, on air across a radio day of interviews to encourage smokers to seek professional help. The broadcast PR campaign secured 40 items of radio coverage reaching 6.9 million listeners, including Sky News Radio, BBC Radio Merseyside and BBC Radio Devon.
40Items of coverage
6.9 millionCombined reach
4h 44mTime on air
Coverage highlights
Sky News RadioNational news network
BBC Radio MerseysideBBC radio
BBC Radio DevonBBC radio
BBC Radio NorfolkBBC radio
The story
Pfizer
The aim
Pfizer wanted to raise the profile of its 'Don't go cold turkey' quit smoking campaign and encourage smokers to seek professional help.
The message
Willpower alone is the most common way to try to quit smoking but most who use it fail within days. Smokers who get help from a healthcare professional are up to four times more likely to succeed.
The angle
Two thirds of UK smokers, around six million people, were expected to try to quit in January but half would fail within a week. Willpower alone was the most popular method yet the least effective; professional help raises the chance of quitting up to four times.
On air
A GP and health correspondent, and a television presenter and former smoker
The result
40 items of coverage reaching 6.9 million, including Sky News Radio, BBC Radio Merseyside, BBC Radio Devon, BBC Radio Norfolk.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
