Critical Review: PHE's Health Harms Campaign on Smoking as an Illness

This report provides a critical review of the PHE's Health Harms Campaign, which aims to raise awareness about the detrimental health effects of smoking, particularly among teenagers and young adults. The campaign promotes the use of e-cigarettes as a less harmful alternative and employs digital platforms for widespread outreach. The analysis evaluates the campaign's success in meeting its targets, the appropriateness of its aims and objectives, and the suitability of the Health Belief Model as its theoretical framework. Data collection methods, including primary and secondary research, are assessed for their effectiveness in gauging the campaign's impact. The report concludes by discussing the overall appropriateness of the campaign's timeline and evaluation methods, offering a comprehensive perspective on its strengths and limitations in addressing smoking as a significant public health issue.

Smoking as a illness: A
campaign review

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Health promotion ...................................................................................................................3
Critical analysis......................................................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The main purpose of the PHE’s Health Harms Campaign regard with this report is to
introduce the awareness and education of the smoking which can cause more complication and
consequences with the populations. There are critical causes and effect which is shown due to the
over smoking in the targeted group which is selected as teenagers and young adults. Moreover,
due to the various psychological, demographic and regional variances can create the diverse
situation in which the teenagers and youth are used to enable for the smoking. As per this,PHE’s
Health Harms Campaign state to leave the smoking and turn into e-cigarette and vaping. In this,
World health organisation also state some of the definition which is related with the health
promotion. Moreover, they also cover a wide range of social and environmental intervention
which are designs in such a way which help to provide advantage and protect people's health and
quality of life by providing and preventing the causes of disease in appropriate way by focusing
on the standard of treatment and medication to the number of people (Plant, (2017)). As per this,
PHE’s Health Harms Campaign are essential to educate the others about the disease. In this
report, PHE’s Health Harms Campaign on the smoking is discussed because smoking have
significant factor and causes which can create complications related with the life-threatening
issues. In this, PHE’s Health Harms Campaign is appropriate and relevant approach in order to
reduce and eradicate the condition of morbidity is which is percept for the longer period.
MAIN BODY
Health promotion
Definition: Health promotion is defined as the process in which people are used to enable
in order to enhance the control over and help to improve the condition of health among people.
As per this, there are various campaigning is used to held in order to promote the effective and
healthy life. Moreover, smoking is become critical problem for the UK as per the previous time.
In this, PHE’s Health Harms Campaign is initiated in order to educate and provide the
information of causes and effect of smoking which can create critical issue with the individual.
This PHE’s Health Harms Campaign was first started in the December, 2017. They used to focus
on the people who used to smoke, whereas they encourage smoker to quit and promote e-
cigarette which is less harmful then the smoking (Saffer, (2020)).

Why: The PHE’s Health Harms Campaign was launched in 2018, public health England
Health harms campaign released which is started with the informative video which help to
feature and experiment which elaborate the detrimental health which show the effect while
taking the comparison to a non smoker or with a e-cigarette user. The PHE’s Health Harms
Campaign praises the use of the vaping device as an tool which is effective to reduce the
smoking which is used by teenager and youth to quit smoking.
Key indicators of successful health harm campaign: There are key indicator which can
help to evaluate the successful Health Harm Campaign.
After crossing the timeline of campaign, success of the campaign that can be evaluate
through comparing data pre launch of campaign and post launch data. This is the indicator for
the successful Health Harm campaign (Lee, (2019)).
Through primary data collection, interview and survey are some of the key indicator that
have the potential to evaluate the success of Health Harm Campaign. This is highly able to
provide the information about the effectiveness of this campaign.
Comparing data of selling of cigarettes- Comparing selling cigarette data can allow to
evaluate the success of this campaign. This is highly applicable and can help to evaluate the
information about the success of the campaign.
Analysing the data of healthcare which provides the information about patient who have
the sign and symptom which can cause due to smoking have the potential to provide information
about the data to evaluate the success of the PHE's Health Harm Campaign.
Critical analysis
Whether they have met their target of the campaign or not?
PHE’s Health Harm Campaign has launched this campaign on digital platform which
were highly effective and due to this large population were get aware due to having so much
impact of digital platform like social media, email, and many more. There are large number of
teenagers and young adults who are active at the social media platform and enable them
effectively to make this campaign successful. This campaign have made this target achievable
because target audience for this campaign were the teenagers and young adults. Due to their
effectiveness there were many people get attracted towards it get aware about the negative health
impact that can be there due to smoking (Shimazaki, (2018)). There were many people get
attracted with this campaign and due to using social media and other digital media platform, this

PHE’s Health Harm Campaign was almost met but due to not quitting by many people which
make that this PHE’s Health Harm Campaign has not met the target which was to achieve but it
creates much impact and have achieved by their target almost.
Whether they have mentioned aims and objectives? And what do we think about that?
PHE’s Health Harm Campaign has mentioned their aim which was to increase awareness
about the negative health impact that can cause immediate damage initiated which is due to
smoking. They have the aim for creating awareness which can lead to make awareness that can
help individual to quit their smoking for their better health. This campaign have the objective to
create high level of awareness regarding negative health impact of smoking and their ingredients
which are used to prepare cigarette (Health harms 2018 campaign, (2019)). This was the object
which had the high impact due to creating aware about the disease which can cause within
person due to smoking. It also allows to aware people about the chemical contain which leads to
harm body and their health. These objective were highly effective and highly influence teenagers
and young adults to quit their smoking. There was also a objective to influence them to switch to
e-cigarette which can help to quitting smoking and focus on their better and improved health.
This was highly effective and influenced large population to switch to e-cigarette and vaping
which was less poisonous for health in comparison to cigarette (Messman, (2019)).
What is the theoretical module used, and is it suitable? If not, why?
For this campaign, The Health Belief Model has been used which refers to a theoretical
model that can use to guide health harm program. This can provide change health behavior
regarding any health promotion. This is the model which is widely used for understanding health
behavior. In this model, individual focuses on believe regarding health where health harm
campaign provides education and influence teenager and young adult, regarding belief to gain
improved and better physical health. In this, the model provides key factor which enable them to
influence their health behavior. Due to threat of sickness or any certain disease, this is regarding
creating belief of consequences or potential positive benefit to achieve the certain behavior to
creating awareness regarding smoking for better physical health. The health belief model also
perceive to take action and provide confidence about success ability which is highly applicable
through this health harm campaign (Oliva, (2017)). Due to belief of consequences from
promotional education regarding health, where individual who continuously smoke have a higher
chance of getting cancer and cardiovascular disease as the consequences of smoking. This belief

model allowed them to evaluate the consequences and threat of illness or sickness due to
smoking and by taking correct step. This allowed them to recover easily and gain improved
health.
Do you think the target group is suitable? Or they could have included some other group. Is it
the right population?
Teenagers and young adults are the large population who consumes cigarette. So, the
target of the health harm campaign were teenagers and young adults. Teenagers start smoking in
their teen age continue this behavior and lead to young adult. So, with the objective of health
harm campaign, it is highly needed to educate teenagers and adult for reducing smoking. There is
need to educate teenagers and adult to cover large population who consume cigarettes. So, this
target group are suitable and no need to include any other group. So, it can also say that, this is
the right population who are chosen for targeting for health promotion campaign (Gultom,
(2020)).
Are the health promotional materials and activities used enough?
PHE’s Health Harm Campaign has used the digital advertising along with free tool and
resources which were high effective to focus on the delivery of better and effective like personal
quit plan with suggestions. They have also used fact to face support, e-mail support, Facebook
messengers and other social media platform which have high reachable efficiency to get to better
and effective material and some activities like meeting and influence spokespeople regarding this
case studies. This was highly effective to make them effort for influencing teenagers and young
adults in which they are effective and can make change through influence them to quit smoking.
These were highly effective for the influence people to quit smoking which have the high reach-
ability that can help to influence people to either quit or switch to e-cigarette which can help to
quit smoking and help to get avoid the negative health impact which can cause due to smoking.
Is the timeline for the campaign appropriate?
PHE’s Health Harm Campaign have approximately about one year which had the
sufficient time to promote better health and creating awareness and influence teenagers and
young adults to focus on their better and effective health. This timeline was sufficient regarding
awareness and influencing people to quit smoking or switch to e-cigarette that can far less
negative impact on smokers health. This time line was appropriate for the Health Harm
Campaign (Rigotti, (2018)). They have sufficient time to influence and reach to large population

due to using digital advertisement and using of social media along with interview with
spokespeople who have large audience.
What is the evaluation method they used, Is it appropriate?
In this, as per the PHE’s Health Harm Campaign which is related with creating
awareness and education regarding negative health impact of smoking by demonstrating the
physical or health harm of smoker and influencing and educating people to quit smoking. It is the
evaluation which is based on goal-based evaluation in which it provides the core knowledge of
health accessibility. This goal-based evaluation technique is more suitable because as per
scenario in order to prevent and create the awareness regarding quitting smoking, it is essential to
find aim and objective that can help to achieve target within time frame. This is the evaluation
method which is highly effective in evaluating the outcome of this PHE’s Health Harm
Campaign. No any evaluation method is perfect but this method is appropriate for the evaluation
of this PHE’s Health Harm Campaign response. In order to influence the target through it need
some of the basic activities. So, the predicted outcome can be render due to the failure of
activities so the goal-based evaluation is more suitable and appropriate for this report (Kim,
(2021)).
What are the Methods of data collection used and why are they appropriate?
In this, the primary and secondary data collection method is used in order to collect the
relevant data. Moreover, the primary research is defined as a method which is drive with the help
of open surveys and questionnaires among the number of populations. There is small opinion
were taken through public poles to collect the information about the effect and its impact in
quitting smoking. In this, the major focus of the report in order with the PHE's Health Harm
Campaign to quit smoking. There is also use of secondary method which is defined as the
collection of data through the various sources such as websites, books, articles, and many more.
As per this, it helps to provide a vast range of information from the various information sources.
So, while taking the aspect of appropriate method the secondary method is suitable and create the
relevance in PHE's Health Harm Campaign (Snow, (2018)).
Do you think the campaign should be extended or cut short to reduce the cost? Or extra finance
or support is needed to run the campaign?
There are large number of population who get impacted form the smoking and due to
difficult to quit the smoking behavior. It was need to extend this campaign for some more time.

This could have made large impact and created long range of awareness to implement this to
influence and educate teenagers and young adults regarding quitting smoking. There is also need
to use the newspaper and other source which like making pamphlet and poster near main market
and famous place where teenagers and adult have high reach like supermarket, playground, pub
and other entertain crowd place. This can make them aware and remember about the reason of
this Health Harm Campaign. This could have effectively make them educate and remember and
could have influenced them to quit smoking (Berg, (2017)).
CONCLUSION
It is recommended that PHE's Health Harm Campaign could have used the poster and
pamphlet at crowd places like near pub, clubs, coffee shops, supermarkets etc. These are the
place where teenagers and young adult visit regularly and advertising through phosphate or
poster can have more impact in quitting smoking. It is also recommended to influence parents to
provide time to time learning about harm impact of smoking on health which could have more
impact in quitting smoking. It is recommended that government should focus on the education to
the teenagers in their education system. This can help in educating people that can help to
influence and educate them about the negative impact through education that inform teenagers
about smoking consequences. This can be effective for the state or country for develop better
communities. PHE's Health Harm Campaign should have also influenced parents to educate and
inform their children about the devastating impact of smoking which could have more effective
rather than to influence them to quit smoking or switch to e-cigarette.
As per the above discussion, this is well analyses that the condition associated with the
health promotion programs and campaigns is used to we show the relevance by using health
model and theories which have some proper scope and advantage in the social group and
community. In this, the selected condition is based on the target group of teenagers and young
adults who is using cigarettes and tobacco in the vast way. Moreover, smoking is taken as minors
in disease but can create more conflict with the health of people. As per this, the PHE’s Health
Harms Campaign is suitable and appropriate to reduce the population believed in a smoking and
create a healthy approach for the life.

REFERENCES
Books and Journals
Berg, (2017). Attitudinal and behavioral differences between cigarette users who do and do not
identify as “smokers”. Journal of American College Health, 65(6), 372-379.
Gultom, (2020). The Description Of Pre-Clinical Students’ Knowledge And Attitudes About
The Dangers Of Smoking Against Lung Cancer. European Journal of Molecular &
Clinical Medicine, 7(3), 4771-4782.
Kim, (2021). Switching away from Cigarette Smoking with JUUL: Populations of Special
Interest. American Journal of Health Behavior, 45(3), 486-504.
Lee, (2019). Perioperative smoking cessation programs should be standard-of-care. Canadian
Journal of Anesthesia, 1-2.
Messman, (2019). Transgender college students: Academic resilience and striving to cope in the
face of marginalized health. Journal of American College Health, 67(2), 161-173.
Oliva, (2017). Opioid overdose education and naloxone distribution: Development of the
Veterans Health Administration’s national program. Journal of the American
Pharmacists Association, 57(2), S168-S179.
Plant, (2017). The break up: evaluation of an anti-smoking educational campaign for lesbians,
gays, and bisexuals in Los Angeles County. Journal of health communication, 22(1), 29-
36.
Rigotti, (2018). Association of e-cigarette use with smoking cessation among smokers who plan
to quit after a hospitalization: a prospective study. Annals of internal medicine, 168(9),
613-620.
Saffer, (2020). E-cigarettes and adult smoking: Evidence from Minnesota. Journal of risk and
uncertainty, 60(3), 207-228.
Shimazaki, (2018). Psychological reactance in smoking cessation among inner Mongolian
students. International Journal of Health Promotion and Education, 56(6), 269-279.
Snow, (2018). Does e-cigarette use at baseline influence smoking cessation rates among 2-year
college students?. Journal of smoking cessation, 13(2), 110-120.
Online
Health harms 2018 campaign, (2019), [Online] Available through
<https://www.cpsc.org.uk/application/files/7515/1515/8430/Health_Harms_2018_Camp
aign_Toolkit.pdf>