Smoking and Tobacco Behavioural Research Agreement with Bluegrass Research Limited

About

Nottingham City Council awarded a contract to Bluegrass Research Limited for behavioural insights and social marketing research on smoking and tobacco.

The project aimed to understand why people smoke and vape in Nottingham and Nottinghamshire, provoke community commitment to a smoke-free city and county, increase awareness among adolescents and parents of vaping health impacts, understand youth vaping prevalence and reasons, identify community variations in smoking behaviour, and develop a relatable brand and social marketing campaign.

Key themes included branding for the Smoking and Tobacco Control strategy, in-depth insight into adolescent vaping habits (reasons for starting, influences, access, harm perception, product types), and parent/responsible adult perspectives.

The contract value was AUD 75,000.