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# Power to Quit campaign coincided with more quit attempts but no change in success
- URL: https://www.coios.me/power-to-quit-campaign-coincided-with-more-quit-attempts/
- Published: 2026-09-16T21:04:39.000Z
- Updated: 2026-09-16T21:04:39.000Z
- Description: A pre/post evaluation of England's Power to Quit mass media campaign found quit attempts rose from 48.4% to 52.3% and use of digital support from 16.0% to 18.4%, both with confidence intervals spanning no effect, and no clear change in quit success.
- Author: Daniel Ryan
- Tags: Behavioural science, What changes behaviour at scale, United Kingdom, #preprint, #refines, #item, #source-2026-09

Nationally representative surveys of adults in England who had smoked in the past year were compared immediately before (n=803) and after (n=1,713) the Power to Quit campaign, with the Smoking Toolkit Study used to place results against longer-term trends. Quit attempts rose from 48.4% to 52.3% (aOR 1.16, 95% CI 0.97–1.38) and attempts using digital support from 16.0% to 18.4%, with associations larger among the 799 respondents who recognised campaign materials (quit attempts 64.9%, aOR 1.82). Quit success did not clearly change, and the rise in support uptake continued a trend already under way before the campaign.

*Why it is interesting: A rare contemporaneous evaluation of a national cessation campaign at low smoking prevalence, and one that shows how hard it is to separate a campaign's contribution from the trend it sits in.*

Source

[medRxiv, 2026-09-15](https://doi.org/10.64898/2026.09.14.26362985?ref=coios.me)

DOI

10.64898/2026.09.14.26362985

Type

Preprint

Design

Pre/post nationally representative cross-sectional surveys of adults in England who smoked in the past year (n=803 before, n=1,713 after, Feb–Apr 2026), with Smoking Toolkit Study series (n=11,442, Jan 2023–Jun 2026) for trend context

Verdict

Refines prior evidence

Driver

[What changes behaviour at scale](https://www.coios.me/d-behaviour-change/)