Are population-wide mass media campaigns still relevant in an era of low smoking prevalence? Insights from the Power to Quit campaign in England

Introduction The role of population-wide smoking cessation campaigns is uncertain as smoking prevalence reaches historically low levels. We examined whether the Power to Quit campaign in England, which aimed to increase uptake of evidence-based cessation support, particularly digital aids, was associated with changes in quitting behaviour. Methods We analysed nationally-representative cross-sectional surveys of adults in England who smoked in the past year, conducted immediately before (n=803) and after (n=1,713) the campaign (February-April 2026). Logistic regression estimated associations with quit attempts, digital cessation support, local Stop Smoking Services (SSS), and quit success, overall and by social grade. Exploratory analyses examined participants recognising campaign materials (n=799). Smoking Toolkit Study (STS) data (January 2023-June 2026; n=11,442) were used to contextualise findings against longer-term trends. Results In the primary pre/post analysis, there were increases in quit attempts (48.4% to 52.3%, aOR=1.16 [95%CI=0.97-1.38]), attempts involving digital support (16.0% to 18.4%, aOR=1.18 [0.92-1.50], and attempts involving SSS (2.4% to 3.6%, aOR=1.53 [0.89-2.65]), although estimates were uncertain. Associations were larger among participants recognising campaign materials (quit attempts: 64.9%, aOR=1.82 [1.47-2.26]; digital support: 28.7%, aOR=1.88 [1.44-2.45]; SSS: 5.4%, aOR=2.14 [1.19-3.88]). Increases in support uptake were particularly evident among less advantaged adults. There was no clear evidence of a change in quit success. STS data showed increases in support uptake continued from before the campaign. Conclusions Power to Quit coincided with increased engagement with cessation support, particularly among less advantaged adults and those recognising campaign materials. Increases in support continued pre-campaign trends, indicating that the contribution of the campaign occurred within a broader period of changing cessation behaviour.