NHS Hampshire - txt ur way 2 a smoke free life

Overview

Hampshire Primary Care Trust is provider of NHS services for the people of Hampshire and runs the Quit4Life stop smoking campaign. Anyone ready to give up smoking can easily find the nearest NHS free of charge support sessions - straight from their mobile phone. To provide further incentive to take that first critical step, a Mobile Internet site enables users to calculate the potential cost savings based on their own cigarette consumption.

Objectives

• Increase effectiveness and response rates of the Quit4life advertising campaign
• Instantly inform anyone ready to stop smoking about the nearest NHS support session in their local area
• Motivate people to start the stop smoking process with helpful tips and a cost savings calculator
• Confirm appointments, reduce no-shows

Details

Response and Dialogue Marketing: The keyword QUIT and the shortcode number are placed in ads and promoted during events. Targets send the keyword to the shortcode and follow the instructions received by SMS and the Mobile site. By providing their postcode, details of the NHS sessions in the relevant area are being returned to the target's Mobile phone instantly.

Mobile Internet Site:

A link to a dedicated Mobile Internet site gives users access to 10 key starter tips and the interactive cost calculator showing how much can be saved by quitting the habit.

Using Mobile Site Search users can instantly find their nearest support session by town or postcode.

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Product version

The Mobile Campaign for Quit4Life is powered by ZOOMtxt PRO. The Mobile Site is hosted within the application and built using the Mobile Site Manager.

Components used

SMS messaging, shortcode, keywords, Mobile Internet site, address and postcode lookup.

Results

Since December 2007 thousands of people have joined the Quit4Life program via the mobile channel, found their nearest support center and started their journey to a life without nicotine.