The cost of advertising to prepare the public and businesses for the new anti-smoking laws will top £12 million between now and next July, making it one of the most expensive public health campaigns ever.
The ban on smoking in public places comes into force on 1 July, as first revealed in The Observer last month, and ministers intend to embark on a Hollywood-style shock TV campaign. But the costs may be questioned at a time when many hospital trusts are having to make difficult decisions about spending. It emerged yesterday that the biggest trust in England, Leeds Teaching Hospitals, is having to save nearly £50m over two years by cutting jobs and closing services.
Spending in other public health areas, such as the campaign to promote safer sex, is also likely to be hit. Some £50m had been earmarked over the next three years to warn 18-to-24-year-olds of the dangers of sexual infection, but that budget is likely to be greatly reduced. Spending on anti-drink messages totalled only £40,000 last year, to the dismay of doctors who called for much stronger warnings about the dangers of alcohol.
The £12m earmarked for anti-smoking messages, however, has been sanctioned by ministers, who are known to be concerned that much of the hospitality industry is still opposed to the 1 July ban, which will see all smoking banned in pubs, clubs, workplaces, private venues and any 'substantially enclosed public space'. Business leaders have warned that this last definition is vague and that they need a clearer idea of what will be allowed.
PR firm Fishburn Hedges and a digital agency, Profero, have joined an 'anti-smoking' campaign team that includes the advertising agency Golley Slater to win over doubters. An anti-smoking website will be set up to provide information on the ban. Its main purpose is to ensure that businesses, individuals and stakeholders are aware of the new legislation and how it may affect them.
The hard-hitting TV ads are directed by Barry Ackroyd, who worked on United 93, the film about the downed 9/11 flight, and will be streamed on the new website. The ads are filmed in a cafe and pub and show how other people's smoke can end up in the lungs of anyone sitting in the same room.
Fishburn Hedges has been briefed to target businesses and the pub and hospitality trade, which is known to be concerned about the system of fines for landlords found flouting the ban and also fears problems with noise and litter caused by people smoking outside premises.
The Observer understands that some £2m will be spent in Wales on a campaign between now and 2 April, when the ban comes into force there, and the rest of the £12m will be spent in England between now and next July.
