20 March 2007
Quitting is hard. Not quitting, is harder.
National Smoking Campaign 07 to jolt smokers to quit smoking  A hard hitting quit smoking message is set to hit television screens tonight. This is part of the Health Promotion Board’s (HPB) new campaign to jolt smokers to think seriously about quitting smoking.
2 From 20 March 07, HPB will be running a 3-month long smoking control campaign supported by mass media . This campaign is a follow through from the revised graphic health warnings on tobacco packaging introduced in November last year. The revised graphic health warnings depict some of the many smoking related diseases and conditions such as oral cancer, neck cancer, gangrene and a miscarriaged foetus.
3 However, the call to smokers to quit does not only focus on the hard hitting consequences of smoking. HPB will adopt a two-pronged approach, to jolt smokers to think about quitting followed by positive motivation and support to help smokers kick the habit.
4 “1 in 2 smokers die from smoking related diseases. We want to help smokers internalise their risk and understand the dire consequences of smoking. At the same time, because we know quitting is hard, we are offering them encouragement and support to help them quit. Very often, many do not quit smoking and go through long periods of suffering before succumbing to smoking related diseases. The pain and consequences of smoking are felt not only by the smokers but also by their loved ones,” says Mr Lam Pin Woon, Chief Executive Officer, Health Promotion Board.
Phase 1 - Quitting is hard. Not quitting, is harder
5 The first phase of the campaign will start on 20 March 2007 until 30 April 2007 , with the theme, “Quitting is hard. Not quitting, is harder”. This will be conveyed through intensive mass media using television, print and various outdoor media.
6 The mass media advertisement will depict a female smoker with oral cancer to communicate the pain and suffering of someone with a smoking-related disease. A novel approach will also be adopted this year with a sick ‘patient’ on a hospital bed stationed at strategic locations around Singapore during 4 lunch time bursts between the month of Mar and Apr .
7 Various collaterals will be disseminated at strategic locations such as workplaces, entertainment outlets and eating establishments. These include posters with mock paper cigarette stub tear-outs containing tips on how to quit smoking and HPB’s QuitLine number, memo pads resembling a cigarette pack with quit tips and the QuitLine number.
8 Healthcare establishments will display A3 sized posters showing mouth cancer and tips to quit smoking, within their premises. Doctors and pharmacists will offer a useful ‘wheel’ tool to help smokers identify their smoking habit and offer personalised advice accordingly.
Phase 2 Ready to quit? Give it a Try!
9 The second phase of the campaign will commence in May 2007, culminating on World No Tobacco Day on 31 May 2007. This phase will feature success stories of ex-smokers, to encourage smokers to quit the habit. With the theme “Ready to quit? Give it a try!” mass media efforts will publicise these testimonials through various print and outdoor media, and on-ground marketing.
10 HPB will organise a series of six roadshows to provide smokers with an opportunity to respond to the mass media messages and to receive free personalised quit smoking consultation.
11 These roadshows will revolve around the theme “Quit Fix”, akin to the “do-it-yourself” concept, where smokers will be offered convenient and effective solutions incorporating self-management tools, Nicotine Replacement Therapy and professional advice. The six roadshows will be held at five strategic locations in the heartlands.
12 Highlights at the roadshows include free professional quit smoking advice offered by trained pharmacists, supported by the Pharmaceutical Society of Singapore, health screening by SATA and attractive discounts on Nicorette by Johnson & Johnson.
13 Workplaces will also be encouraged to support this campaign by organising tobacco control initiatives at the workplace between March and June 2007. Companies will be given educational materials to distribute to their staff. They can choose to hold mini “Quit Fix” roadshows and smoking awareness talks.
14 The key message for both phase 1 and phase 2 of the Campaign is to urge smokers to seek professional help to quit smoking. Smokers can either contact HPB's toll free service (QuitLine 1800 438 2000) for quit advice and a complimentary Quit Kit, contact any of the 68 quit smoking services, or their own family doctor for support. During the first two weeks of the Campaign, HPB will extend QuitLine’s operating hours till 9pm on weekdays.
For more information:
Where Quit Smoking Services are Available:
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