Documentary evidence of how Retailers, Primary Healthcare Trusts and Industry can combine to help smokers quit!

The project was set to take place in ten different locations and was a partnership between three very unlikely bedfellows - Sainsbury's, Glaxo Smithklyne and Smoke Free (an NHS led initiative aimed at helping people to quit smoking) - working in conjunction with the local Primary Care Trust (PCT). As the facilitators of the pioneering partnership, full attention was on Ashfield In2Focus to see if they could make it work.

"The project was a huge success and the idea to film and record how we worked with the customers of Sainsbury's was taken late into the initiative. This meant that there was little time to arrange things before the project ended and fortunately Quiet Storm were able to work over a weekend to help us achieve this."

Chris Wilkinson, Senior Regional Business Manager for Ashfield In2Focus goes on to say...

"The video demonstrates, in just a few minutes, the process we applied to smokers visiting the store; how we provided them with information and should they wish physical evidence of how smoking was harming them personally. This, when coupled with the photographic age prediction software which applied the premature aging to a photo of the individual, showed the dramatic effect smoking can have - a combination that really hit the message home.

The beauty of the process is that being situated in-store we could immediately take action for those that decided enough was enough as a result of the health-check and assessment. A qualified nurse referred them through to the Sainsbury's Pharmacy where they were issued with their Nicotine Replacement Therapy to improve their chances of quitting.

The details of these former smokers were then passed to the local 'Stop-Smoking' Service, who followed up each individual case, providing tailored support to help them throughout their 'quit smoking' journey.

Capturing this success on video enabled us to provide a powerful documentary of the evidence that the partnership had worked. This was then used to illustrate the positive effect to each of the stakeholders within the initiative. Plus we also used it to demonstrate to other retailers and PCTs who are looking for ways to help smokers quit.

Quiet Storm worked within our timescales and delivered a first class product which has helped us to quickly demonstrate to anyone watching the video why we have been so successful."

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