‘Quit Smoking with Barça’: An Initiative of the European Commission’s ‘Ex-Smokers Are Unstoppable’ Campaign

Abstract

‘Ex-Smokers are Unstoppable’ was a programme developed by the Commission of the European Union to tackle smoking among 25–34-year-olds (chosen because of the high levels of smoking, and increased potential for smoking-related damage to be reversed, in this age group). Key elements of the programme were: an emphasis on positive psychology and development of the iCoach tool (a free, online health coach to support and guide smokers step-by-step through the quitting process).

As part of this initiative, an alliance was established with FC Barcelona (Barça, one of the world’s most high-profile football clubs), with the particular aim of engaging more ‘hard-to-reach’ men with lower levels of educational attainment. The club was able to offer a millions-strong fanbase and social media following, together with a commitment to promoting the health and well-being of its supporters.

‘Quit Smoking With Barca’ was adopted and promoted by personnel at all levels throughout the club. Delivery by Barça’s own marketing resources, together with paid advertising and free media coverage, resulted in massive promotion of the campaign across European Union member states and beyond. A positive psychology approach stressed the benefits of quitting rather than negative consequences of smoking.

A new FCB iCoach online tool (also available as a mobile app) was developed, which was theory-based to support smokers through the change process, and was designed to be relevant to smokers at all stages of the quitting process. The tool delivered personalised tips, advice and encouragement from Barça players and other well-known club figures.

The FCB iCoach was shown to be effective in helping smokers quit, and the overall ‘Quit Smoking With Barça’ campaign was successful in reaching a wide range of smokers, including the main target group of younger men with lower educational attainment.