Smoke-Free Month, 2nd Edition: Quitting Smoking Together as a Team
The Ministry of Solidarity and Health and Santé publique France, in partnership with the National Health Insurance Fund, are launching the second edition of #MoisSansTabac. This national campaign, which positively encourages smokers to quit for 30 days, runs throughout the month of November. A smoke-free month increases the chances of quitting for good by five times. Community is at the heart of this second edition, which invites participants to quit smoking as a team. To build on the success of the first edition, which brought together 180,000 participants, new resources are being deployed: social media teams, a traveling Fan Zone to support smoking cessation, and a high-profile duo ready to take on the challenge.
2017: Community First
The #MoisSansTabac campaign builds on a strengthened collective effort, with the option in 2017 to join a team to share and experience this moment together. Once you register on the tabac-info-service.fr website, simply join one of the thematic or regional teams organized by Santé publique France. These take the form of Facebook groups. The 16 themed teams humorously define participants’ lifestyles (party animal or homebody) or their type of quit-smoking aid (patch user, coached, vaper…) while the 17 regional teams reflect their geographic location. It’s also possible to create your own group with family, friends, or within a company...
A mobile, fun, and interactive initiative in 12 major cities allows organizers to reach out to smokers and their friends and family. Modeled after sports fan zones, it offers visitors the chance to learn more, meet and talk with a healthcare professional, sign up directly for #MoisSansTabac, and participate in games and activities.
These Fan Zones will be set up in 12 major cities: Paris on 10/24, Amiens on 10/26, Rouen on 10/28, Brest on 10/31, Angers on 11/02, Tours on November 4, Bordeaux on November 7, Toulouse on November 9, Marseille on November 14, Saint-Étienne on November 16, Dijon on November 18, and Metz on November 21.
Ambassadors in every region
Each region of France has a #MoisSansTabac ambassador. Working in conjunction with the regional health agency and the network of health insurance funds, their role is to encourage regional collective initiatives: in companies, schools, hospitals, sports federations, and more. Many of these initiatives pay special attention to vulnerable populations.
A high-profile duo takes on the challenge
Santé publique France is renewing its partnership with France Télévisions by enlisting two renowned ambassadors this year: Laurent Romejko and Michel Cymes, who are ready to take on the #MoisSansTabac challenge. Through a six-episode web series, viewers will be able to follow the stages of Laurent Romejko’s coaching by Michel Cymes. At the same time, a two-phase campaign—launched in advance and continuing throughout the event—will drive home the key message: “In November, let’s quit together as a team!”
A campaign embraced by the French
The first French social marketing campaign, inspired by the UK’s Stoptober initiative, strongly engaged participants and was a huge success. 180,000 people signed up for the first edition and tried to quit smoking. More than 630,000 smoking cessation kits were distributed; the tabac-info-service.fr website received three times as many unique visitors as in 2015—1.58 million; and the 39 89 helpline received twice as many calls as usual—15,500. The coaching app launched for the occasion was downloaded 118,000 times. Finally, participants’ enthusiasm was also evident on social media: the tabac-info-service Facebook page recorded up to 10,000 interactions per week and received nearly 70,000 likes.
At the same time, attempts to quit smoking using medication have increased: in fact, the number of people receiving reimbursement for nicotine replacement therapies under the health insurance plan—which covers up to 150 euros per year per person—increased by 64% in the last quarter of 2016 (nearly 80,000 beneficiaries versus 48,000 in 2015).
"The positive message conveyed by #MoisSansTabac has resonated well with the French public. Participants, supporters, and partners—many have rallied behind this unprecedented social marketing campaign. Initial analyses of this initiative show that the collective aspect is a key focus; indeed, it is the central theme of the 2017 edition." François Bourdillon, Director General of Santé publique France.
"Trying to quit smoking is a big step. To succeed, you need guidance and support. The Health Insurance Fund is here to help. It stands with everyone who takes this step, mobilizing its teams on the ground through information and support initiatives during #MoisSansTabac and also ensuring reimbursement for nicotine replacement therapies. A month without tobacco can be the start of a life without tobacco." Annelore Coury, Deputy Director for Healthcare Management and Organization at the French National Health Insurance.
