Behavioural change campaign management
NHS Greater Manchester
Smoking cessation campaign
Campaign advert targeting male smokers. Sophie worked with the creative agency to create the script, storyboards, select actors, be on shoot to support direction, as well as post production approvals.
Over the last 3 years, Sophie has led the roll-out and iteration of a new behavioural change smoking cessation campaign, ‘What Will You Miss?’ on behalf of NHS Greater Manchester.
She has managed all elements of the campaign, including;
procurement, including tender writing, and day-to-day account management of several agencies (media buying, social, market research, creative, app, and community engagement)
project management of campaign deliverables
production of creative assets including being on-location for advert shoots
reporting and measurement
campaign strategy
stakeholder management and briefings
supporting the campaign evaluation
Results from the latest phase show strong prompted campaign recall at 51%, and clear behaviour change outcomes.
66% of those who saw the campaign took positive action towards quitting smoking, with 30% cutting down and 12% making a quit attempt.
At a population level, it’s estimated that 183,000 GM smokers positively changed their smoking-related behaviour to either quit, reduce how much they smoke or switch to a vaping alternative as a result of the campaign.
The campaign has won several awards, including Best Digital Marketing Campaign (Healthcare) at the Northern Digital Awards 2025 and Creative for Good at the Prolific North Creative Awards 2024, and was Highly Commended for Creative Courage.
Over the last 6 months, Sophie has worked as a strategic communications adviser to reimagine the approach to future behavioural change campaigns. This has involved detailed analysis of past campaign performance to provide actionable recommendations for campaigns launching in 2027.
“Sophie is a highly experienced and organised marketing and communications lead. Working with the Making Smoking History Team at NHS Greater Manchester, Sophie led the delivery of the What Will You Miss stop smoking campaign and associated community engagement activities.
During this time, I highly commend Sophie for her ability to pick up work quickly, deliver on time, problem-solve, and work across a complex system with multiple stakeholders.
In addition to the campaign execution and launch, Sophie also led on vital commissioning and procurement activities on behalf of the team and programme of work. This included contract and finance management for multiple third-party organisations.
I would thoroughly recommend Sophie as an experienced freelancer and also hope we can continue to work with her at NHS Greater Manchester in the future.”
— Elizabeth Benbow, Strategic Lead, NHS Greater Manchester