Not every smoker sees No Smoking Day as the moment to quit. On the eve of National No Smoking Day, research found less than half of people (48%) know about the day, only 14% believe the smokers they know will use it to quit, and 1 in 8 people know a smoker still flouting the smoking ban. We used the findings to make Vapestick's case for the health, financial and freedom benefits of e-cigarettes as an alternative to smoking, with a Vapestick spokesperson who used to smoke 40 cigarettes a day on air across a radio day of interviews. The broadcast PR campaign secured 61 items of radio coverage reaching 2.9 million, including BBC Radio Humberside.
Vapestick wanted to raise awareness of Vapestick and the health, financial and freedom benefits of e-cigarettes as an alternative to smoking.
The message
National No Smoking Day is a red herring, with most smokers choosing to ignore it and very few giving up on the day itself.
The angle
On the eve of National No Smoking Day, research found 1 in 8 people know a smoker still flouting the smoking ban, and less than half (48%) know about the day. Only 14% believe the smokers they know will use it to quit.
On air
A Vapestick spokesperson who used to smoke 40 cigarettes a day
The result
61 items of coverage reaching 2.9 million, including BBC Radio Humberside.
About No Smoking Day
No Smoking Day is a UK health campaign held on the second Wednesday in March to encourage smokers to quit. It began in 1984 and has been run by the British Heart Foundation since 2011, with support from health organisations. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning No Smoking Day for 2027?
No Smoking Day next falls on Wednesday 10 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
