Case Study: West Berkshire Council boosts smoking cessation with Social Change UK

West Berkshire Council achieves 90% four-week quit conversion with Social Change UK

The customer, West Berkshire Council, faced the challenge of reducing smoking rates among routine and manual workers, a group with higher likelihood to smoke and greater barriers to quitting that were overlooked by traditional health campaigns. They partnered with the vendor Social Change UK, which used a behavioural science-led research approach to uncover the deep emotional, social, and structural dynamics behind these smoking behaviours.

Social Change UK implemented a positive, behaviourally informed campaign titled "What Are You Waiting For?", which centred on a low-pressure, four-week CO Check Challenge. This solution led to a clear route from awareness to action: 31 people took a baseline CO reading and 28 of them achieved a four-week CO-verified quit, representing a 90% conversion rate that far exceeded the standard 60% KPI benchmark. The campaign's success demonstrated the strength of Social Change UK's approach in making support feel accessible and achievable.

West Berkshire Council