ENDGAME THINKING

BELFAST, 6TH JUNE 2014DUBLIN, 9TH JUNE 2014ALISON COX, TOBACCO CONTROL LEAD, CANCER RESEARCH UK

Thursday, April 13, 20232

“If you want to build a ship, don’t drum up the men to gather wood,

divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.” - Antoine de Saint-Exupery

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Contents1. Key elements of endgame thinking• Blue sky thinking• Strategic approach• Endgame strategies• Reinvigorating debate• Bold vision• Counter arguments

2. CRUK’s endgame report• Objectives• Contents • UK analysis• Recommendations

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Key Elements of Endgame Thinking

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Key elements of endgame thinking

1. CONCEPTUAL SHIFT:– Go beyond tobacco control to becoming “tobacco free”– FCTC as the “middle game”– Enable Blue Sky thinking about new approaches

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Key elements of endgame thinking

2. STRATEGIC APPROACH:– Think through final stages of achieving the goal– Set specific targets and map backwards – Informs middle-term strategy

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Key elements of endgame thinking

3. ENDGAME STRATEGIES – Product– User– Retail – Market

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Key elements of endgame thinking

4. REINVIGORATING DEBATE – Academic papers – Conferences themes– Attracting new audiences

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Key elements of endgame thinking

5. A BOLD VISION– Scotland “Tobacco Free Generation” by 2034– Ireland tobacco free by 2025– Global goal to reduce prevalence by 30% by 2025

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Perceptions: What do you think?

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Cancer Research UK Endgame Report

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CRUK Endgame Report

1. OBJECTIVES• Contribute to the dialogue• Inform CRUK planning• Support current campaign comms• Influence policy makers

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CRUK Endgame Report

2. CONTENTS• Synopsis & overview • Case studies • UK analysis • Strategic considerations• Recommendations

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CRUK Endgame Report

3. CASE STUDIES

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UK Endgame Report

4. UK ANALSYIS– Strength of stop smoking services– Inequalities issues– EU context– Harm reduction challenge– Mystics and Mechanics

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“Without an explicit engagement with the idea that an endgame for

tobacco is possible, such an outcome cannot be achieved.”

Recommendations

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Near Term Recommendations

1. ENGAGEMENT– An Endgame Summit– Develop a plan– Fund research– Communications and engagement

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Near Term Recommendations

2. TOBACCO INDUSTRY– Mass communications campaign– Article 5.3 implementation– Marketing

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Near Term Recommendations

3. HARM REDUCTION– Risks– Opportunity

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Long Term Recommendations

– Tobacco Regulatory authority– Reduce retail outlets– Economic impacts

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“Mystics, mechanics and mind bombs”

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Thank you