Tobacco Free Futures: Smoking cessation

How can we ensure community interests are reflected by policy?

Following the election of the Coalition Government in 2010, the Department of Health issued of a number of public consultation documents proposing radical changes for UK NHS.

Representing communities

To ensure the interests of the communities it represents were reflected in resultant policy, Tobacco Free Futures (TFF) commissioned our team to design and deliver a wide-ranging public engagement exercise.

Organisational strategy

By simultaneously testing the proposed changes and deepening insight in relation to beliefs and behaviours surrounding tobacco control, this project would also be used to define the organisation’s wider strategy in a new political landscape.

Breadth and depth

To balance the need for a robust sample with a desire to achieve depth of insight, we blended traditional quantitative research with a Collaborative Change approach.

Quantitative meets collaborative

3,000 street and telephone interviews gave the project a broad foundation, statistical validity and a segmentation model delineating Protagonists from Advocates and Community Participators, whilst 10 collaborative co-design workshops enriched the data with deeper insight.

Social media

To further bolster the insight, we snowballed an online survey through a range of social media networks. Using stakeholders to initiate the diffusion, we gained responses from a further 700 participants.


This triangulated methodology allowed us to develop a comprehensive suite of recommendations covering the full breadth of this complex area. 


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