Smokefree North West ; Tobacco Free Futures: Take 7 steps out

In the UK approximately 11,400 people die every year as a result of breathing in second-hand smoke from family members. Challenging the norms of traditional anti-smoking campaigns that called for people to quit smoking completely, the ‘Take 7 Steps Out’ campaign offered simple alternatives to help keep children safe from passive smoking. Despite the inherent difficulties of delivering an ‘anti-smoking’ message to a hard-to-reach and obstinate audience, the campaign was successful in improving levels of awareness and attitudes towards second-hand smoke, and enacting genuine behavioural change.