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

Thursday, April 13, 20233

4

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

5

Key Elements of Endgame Thinking

6

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

7

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

8

Key elements of endgame thinking

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

9

Key elements of endgame thinking

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

10

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

Thursday, April 13, 202311

Perceptions: What do you think?

12

Cancer Research UK Endgame Report

13

CRUK Endgame Report

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

Thursday, April 13, 202314

CRUK Endgame Report

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

15

CRUK Endgame Report

3. CASE STUDIES

16

UK Endgame Report

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

Thursday, April 13, 202317

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

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

Recommendations

18

Near Term Recommendations

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

19

Near Term Recommendations

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

20

Near Term Recommendations

3. HARM REDUCTION– Risks– Opportunity

21

Long Term Recommendations

– Tobacco Regulatory authority– Reduce retail outlets– Economic impacts

Thursday, April 13, 202322

“Mystics, mechanics and mind bombs”

23

Thank you