Campaign Spotlight: Better Health Quit Smoking
Posted by Marketing & PR on 21 Aug 2025
The Better Health Quit Smoking campaign is one of the most impactful behaviour change initiatives in the UK. It recognises the risks of smoking, but instead of focusing on fear, it highlights hope and possibility. Its message is simple: it is never too late to quit, and every step away from smoking is a step toward better health.
Behaviour change marketing works best when it combines evidence with empathy. This campaign does exactly that. It shows quitting is achievable, that support is available and that real change can begin today. Whether someone has smoked for years or decades, there is practical help and encouragement to make quitting possible.
Why this message matters
Smoking is the leading cause of preventable illness in the UK. It is linked to cancers, heart disease and strokes, but the statistics only tell part of the story. Behind every figure is a family that wants a loved one to be healthier and individuals who want to feel better and live longer.
The campaign speaks to this human truth. Quitting brings benefits almost immediately. Within 20 minutes, heart rate and blood pressure begin to return to normal. Within days, oxygen levels rise and energy returns. Over time, the risk of serious disease falls dramatically. These positive changes provide motivation and form the backbone of the campaign’s communication.
Tools that make a difference
Better Health Quit Smoking stands out because it does not simply urge people to stop. It provides practical, evidence-based tools.
● The NHS Quit Smoking app tracks progress, celebrates milestones and helps manage cravings.
● The Personal Quit Plan gives tailored advice on the best methods for each individual.
● Local stop smoking services offer expert advice that can triple someone’s chances of quitting.
● Nicotine replacement products and vaping are promoted as safe, effective aids for managing cravings.
These resources reflect the principles of behaviour change marketing. They encourage small, achievable steps and give people the confidence to stay on track.
Designed for real impact
The campaign uses television, radio, digital and outdoor advertising to ensure the message reaches people everywhere. Social media also plays a central role, sharing real stories from people who have quit and creating a sense of community support.
Importantly, it also addresses health inequalities. Smoking rates are higher in some communities, and the campaign provides resources that speak directly to those audiences with the right tone and support. This targeted approach is essential for behaviour change campaigns and avoids a one-size-fits-all message.
The psychology of change
Better Health Quit Smoking draws on behavioural science. Research shows that positive reinforcement is far more effective than guilt. That is why the campaign celebrates every success, no matter how small. Each day without a cigarette is a step forward.
The campaign also uses triggers such as posters, animations and wallet cards to keep quitting front of mind. These prompts act as reminders and motivators, turning quitting into an ongoing process rather than a single decision.
Real change in action
Thousands of people have already begun their quit journey through the campaign. For every person who quits, the benefits ripple outwards. Families live in smoke-free homes, children grow up with healthier role models and communities become stronger.
On a national scale, the campaign supports the government’s ambition for a smoke-free generation. Fewer smokers mean healthier lives, reduced pressure on the NHS and a stronger public health outlook for everyone.
Our Expertise
We’ve been creating highly successful social marketing campaigns for our customers for over two decades. We love our work and utilise the latest marketing communication tools and customer insight techniques, including ethnographic research and co-creation workshops.
This enables us to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and entire communities for the greater good.
Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioural Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.
This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.
Perfect Circle has delivered social change for clients like schools, local government, not-for-profit organisations, the health sector and niche commercial businesses, and we’re really proud of what we’ve done so far.
If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, we’d love to hear from you. Please visit our contact page and get in touch.
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