Cancer Research UK e-cigarette relative-harm campaign pilot (Greater Manchester)
Cancer Research UK advertising pilot run in Greater Manchester in January and February 2018 to correct the belief that e-cigarettes are as harmful as smoking and so prompt smokers to try to quit, evaluated against control regions (Yorkshire and the Humber, North East England).
- Years
- 2018
- Country
- United Kingdom
- Topic
- TobaccoVaping
- Asks people to
- StopSubstitute
- Strategy
- Simple instruction
- Channel
- OutdoorSocial (paid)TV
- Audience
- AdultsAdult smokers in Greater Manchester.
Evidence
Quasi-experimentalMixed
Pre/post surveys in campaign and control regions (n=2,217): 36.7% in Greater Manchester recognised the campaign. Among smokers, motivation to quit rose in the campaign region (44.0% to 48.0%) and fell in control regions (40.5% to 21.5%; OR 2.97), but the perception of e-cigarettes as effective quit aids rose less than in control regions; other outcomes inconclusive (Tattan-Birch 2020).
Sponsor (who paid)
- Cancer Research UK NGO, funder and creator
Credits (who made it)
Not recorded yet.
Sources
- Tattan-Birch H et al. Evaluation of the Impact of a Regional Educational Advertising Campaign on Harm Perceptions of E-Cigarettes, Prevalence of E-Cigarette Use, and Quit Attempts Among Smokers. Nicotine Tob Res 2020;22(7):1148-1154 evaluation · 2020 · DOI 10.1093/ntr/ntz236 · PMID 31837223
Research notes
Drafted by Claude on 2026-10-28 for #130 from the sources listed; unreviewed (summary and cardSummary included). GB-ENG. Unlike the other vaping records, this campaign encourages smokers to switch to e-cigarettes (harm-reduction framing); it is tagged vaping because it is about e-cigarettes. Channels not given in the abstract; tv/outdoor/social-paid are guesses, check the full text. Campaign name not given in the abstract. Authors include Cancer Research UK staff (the sponsor). Check the numbers above.
Record cases/cruk-greater-manchester-ecig-relative-harm.json, updated 2026-10-28· Link to this campaign