Welcome to Listen To Reason

Health Professionals:

Nottingham City Primary Care Trust

Nottingham City Primary Care Trust (PCT) was established in April 2001 and serves a population of more than 305,000 who live mainly in the geographical area represented by Nottingham City Council.

Nottingham City is the most deprived city in the East Midlands and the seventh most deprived area in the country, as measured using the 2004 Index of Multiple Deprivation (IMD). This score is made up from figures indicating levels of income, crime, employment, health and disability, education, skills and training, housing and geographical access to services.

People who live in more deprived areas generally have worse health than those who live in more affluent areas. There are big differences in the rates of heart disease, stroke and cancer between the most and least deprived communities.

The PCT has an important role in making sure the NHS does all it can to reduce health inequality.

Public health in Nottingham

Nottingham City Primary Care Trust (PCT) has produced a series of public health issue factsheets which include information on national and local targets, why they are a priority, and what the PCT and partners are doing.

A pdf of the smoking factsheet is available here.

There is more information about the PCT’s work in public health available on the website.

Nottingham’s Health Profile 2007 can also be downloaded here.

One Nottingham

One Nottingham is Nottingham's Local Strategic Partnership (LSP). It brings together the public, private, community and voluntary sectors based in Nottingham, so that every one living or working in the city has the chance to have their say about its future.

Find out more on their website.

Social Marketing

The Listen To Reason campaign has been fully delivered according to social marketing principles.

Source: National Social Marketing Centre

What are its key features?

The following six features and concepts are key to understanding social marketing and you will see below that we have incorporated these into our ‘customer triangle’ model.

Customer or consumer orientation A strong ‘customer’ orientation with importance attached to understanding where the customer is starting from, their knowledge, attitudes and beliefs, along with the social context in which they live and work.
Behaviour and behavioural goals Clear focus on understanding existing behaviour and key influences on it, alongside developing clear behavioural goals, which can be divided into actionable and measurable steps or stages, phased over time.
'Intervention mix' and 'marketing mix' Using a range (or 'mix') of different interventions or methods to achieve a particular behavioural goal. When used at the strategic level this is common referred to as the 'intervention mix', and when used operationally it is described as the 'marketing mix' or 'social marketing mix'
Audience segmentation Clarity of audience focus using ‘audience segmentation’ to target effectively
‘Exchange’ Use and application of the ‘exchange’ concept – understanding what is being expected of ‘the customer’, the ‘real cost to them’.
‘Competition’ Use and application of the ‘competition’ concept – understanding factors that impact on the customer and that compete for their attention and time.

A fuller explanation of the key features and concepts is available in draft leaflet 'Social marketing works!'

Click here for information from the National Social Marketing Centre.

Click here for information on Nottingham's social marketing campaign.

For further information on the campaign please contact any of the team members listed below on 0115 845 4545 or email:

Dr Jeanelle de Gruchy, Consultant in Public Health Medicine

Dara Coppel, Clinical Effectiveness Manager, Health Equality

Indu Hari, New Leaf Nottingham Manager

Helen Bradley, Health Promotion Specialist

Jonathan Cross, Associate Director of Communications

Joanne Powell, Communications and Marketing Manager

Suzanne Aitken, Communications Officer and Marketing Officer

There are hundreds of good reasons to stop smoking... all you need to do is choose one.

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