Media Agency Sought for Greater Manchester Smoking Cessation Campaign

NHS Greater Manchester Integrated Care Board (ICB) invites suitably experienced media agencies to submit a proposal for strategic media planning and buying in support of Greater Manchester's Making Smoking History Programme and its associated behaviour change campaign ("the Service").

The successful agency will deliver an effective media strategy to support population-level smoking cessation, via a developed behaviour change working with a media budget of up to £300,000 + VAT. The current campaign, 'What Will You Miss?', was developed in 2023 with a creative agency, based on extensive research with stakeholders and entrenched smokers-the core target audience.

The campaign highlights the stark reality that 2 in 3 smokers will die prematurely unless they quit, while offering hope, support, and a clear call-to-action via the Smoke Free app (premium account for GM users, plus a complimentary 4-week vape kit through the national swap to stop offer).

The campaign aims to provoke an emotional response by encouraging audiences to consider the life moments they may miss due to smoking. Its single call-to-action-downloading the Smoke Free app-provides a straightforward path to support, complemented by local services and pharmacies for those preferring non-digital options.