World No Smoking Day
20,000 people in the Netherlands still die every year from the consequences of smoking, and hundreds of young people start smoking every week. It is logical that the government, together with dozens of partners, tries to make it more difficult to start smoking and to make it easier to quit. Between October last year and March this year, we loaned colleague Maarten Spaans to the Ministry of Health, Welfare and Sport for about five months to contribute to this. We asked him a number of questions for the occasion.
What exactly were your duties at VWS?
For five months I was campaign manager of the anti-smoking campaign PURE Non-smoking as communications advisor to State Secretary Paul Blokhuis on tobacco control policy. When I started, the campaign – aimed at positively supporting potential quitters – was in full development and was almost going live. In the months that followed, I worked on fine-tuning the multimedia campaign, using branded content and developing materials for professionals. As a communications advisor, I was also involved in public communication regarding government policy measures. For example, on January 1, the 'display ban' for tobacco products was extended (smoking products may no longer be in view) and educational areas have also recently become completely smoke-free. Together with the team at VWS, we provided communication regarding these types of measures.
How did you feel about participating in the anti-smoking campaign?
As a smoker and quitter, I know how difficult it is to break this addiction. Never starting it is the best remedy, but once you have started it, you can use some support to get rid of it. I cannot help but fully agree with the aim of the campaign. I also like and am attracted to the approach of the campaign – showing in a positive way the benefits of a smoke-free life. Unlike negatively framed campaigns about health damage, this campaign supports potential quitters, instead of telling them what they should or should not do. Smokers themselves really know that.
Are results already known for the campaign? Were you happy with this result?
Bringing about behavioral change with campaigns – and certainly in the area of consumption patterns – takes a long time. It is therefore a multi-year campaign whose effects are not visible very quickly. Moreover, the campaign is part of a whole package of measures, as agreed in the National Prevention Agreement. All these measures together should really lead to a reduction in the number of tobacco addicts and fewer young people to start smoking. For example, during the period that I participated in the campaign, we already saw a growth in the willingness of smokers to engage a quit coach for help with quitting. But it is still early for hard results.
How long did your interim period at the Ministry of Health, Welfare and Sport last?
From October 2020 to March 2021
Have you experienced the role as an interim? (And did it help that you came from outside the ministry?)
It is great to work dedicatedly in an organization as an advisor to an agency for a while. Because I have experienced so many different assignments, clients and communication disciplines in recent years, I was able to join the team quite quickly. Being proactive and asking a lot of questions helps. What certainly also helped was that the team I ended up with was very enthusiastic and welcomed me with open arms. Despite the distance due to corona, I quickly felt part of the team.
Do you have any interesting insights from your time at VWS? (The campaigns were about behavior change, is the approach for smoking different here than for other types of behavior change)?
Ultimately, no one wants young people to start smoking and no one wants to suffer the serious consequences of smoking. So there is a common goal that both smokers and non-smokers can agree on. It is good that the government, based on its social responsibility, makes policy to combat smoking and takes smokers seriously. The insight that a patronizing tone does not work is important, although there will always be people who believe that every measure or campaign is patronizing. I hope that this positive campaign will continue for a while and really encourage smokers to take the step to quit for good.
