BACKGROUND AND IMPLEMENTATION CHALLENGES: The North East (NE) of England historically had the highest smoking rates in England, linked to deprivation and its industrial heritage. Whilst the region had stop smoking services in place from 2000, in 2005 smoking rates had stalled at 29% and it was recognised that a comprehensive tobacco control programme was needed to drive quitting and reduce uptake. Global learning was used to inform a new strategy and dedicated programme.
INTERVENTION OR RESPONSE: In 2005, the UKs first regional tobacco control programme was launched. Fresh has now been delivering this collaborative award winning eight key strand approach for 20 years involving multiple partners from health care, local government and working closely with national civil society partners. It has been recognised that a tier of evidence based tobacco control work between national and local has been important to drive down smoking rates across key groups. The leadership of local Directors of Public Health to maintain this funding and commitment has been pivotal.https://www.fresh-balance.co.uk/
RESULTS AND IMPACT: By keeping abreast of research and innovating, the NE has been able to have a significant impact to reduce smoking in the NE with overall adult rates reducing by 62% from 2005 to 2023 and the NE going from the highest regional rate to the 2^nd lowest (11%) across all nine regions of England. This has been achieved by adhering to an evidence led approach that has united the overall system and has ensured that tobacco has remained a key priority focus to reduce health inequalities, despite many other important public health priorities.
CONCLUSIONS: A regional tier has been vital to make progress and to help achieve economies of scale and has also provided stability during various reorganisations under successive governments. Our key recommendations following 20 years of learning will be shared and our clear bold vision for a Smokefree Future articulated.