Tobacco
Securing a tobacco free generation
through evidence-based tobacco control
June 2014
A new team for England
Edith Akinnawonu
Martin Dockrell
2
Dave
Jones
Jo
Locker
Elspeth
Henderson
Helping
smokers stop
Helping
smokers stop
Marketing and
communications
Tobacco Control support
manager
Allan
Gregory
Qasim
Chowdary
Supporting
whole system
tobacco control
Supporting
whole system
tobacco control
Our ambition:
a smokefree generation
• We will focus our efforts on actively promoting delivery of
evidence-based tobacco control interventions
• Social marketing will send out strong messages about
harm of smoking, benefits of stopping, and ways to
success
• For people who cannot stop we will promote NICE and
MHRA harm-reduction activities
3
A smokefree generation
5% smoking prevalence among
15 year olds by
2025
4
Regular smokers aged 15
(and projection)
30
25
Axis Title
20
15
10
5
0
5
Ad ban in force
Age of Sale rise
Display ban in
force
Standard
Packs
"Ad ban Generation"
turns 18
“Display ban
Generation"
turns 16
Getting to 5%
Biggest influence on children smoking is adult smoking; smoking is the
greatest single cause of health inequalities in England
6
•
Reducing adult smokers will remove role modelling effects
•
Smokefree homes will protect children from second-hand smoke
•
Harm reduction can help people not ready or able to quit to protect
their families
•
Young people see and understand social marketing messages
Achieving a smokefree
generation
How we achieve our ambition?
•
Protect people from second-hand smoke:
help people protect themselves and their families
•
Help smokers to stop, especially the most vulnerable:
more people use more effective services more of the time
•
Reduce prevalence via social marketing:
More smokers trying to stop more often
•
Provide clear advice on harm reduction:
Nicotine and how it can be used to reduce the harm of smoking
•
Support all this with evidence-based tobacco control:
promote NICE guidance and tools to inform national, regional and local action
7
Planning for delivery
Supporting evidence-based
approaches to Tobacco Control
8
National commitment
•
•
•
•
Clear and vocal leadership
Link with national policy leads to secure consistency in approach
Collate regional and centre TC plans, identifying where value can be added,
opportunities exist for collaboration and any gaps in provision
Promote the CLeaR model of peer assessment of local tobacco control
Contribute and co-produce
•
•
•
Identify local TC priorities, implement NICE guidance
Ensure that LAs are briefed on emerging policy areas
Support LAs in developing supra-local TC programmes at the levels of
investment recommended by NICE in the ROI tool
Invitation to local partners
•
•
•
Use the CLeaR model to review and peer assess local TC interventions
Build local capacity through use of NICE guidance
Provide value for money by commissioning evidence based cessation
interventions and TC, reporting on outcomes for both
Key work streams
National harm reduction symposium (May 2014)
CLeaR Edith
Smoking in Pregnancy Jo
Preventing youth uptake Qasim
Making the case for local tobacco control
Allan
Smokefree Acute Mental Health and Maternity Dave
Harm reduction next steps Martin
Marketing & Communications Elspeth
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Contacts
Edith.Akinnawonu@phe.gov.uk
Qasim.Chowdary@phe.gov.uk
Martin.Dockrell@phe.gov.uk
Elspeth.Henderson@phe.gov.uk
Allan.Gregory@phe.gov.uk
Dave.Jones@phe.gov.uk
Jo.Locker@phe.gov.uk
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