The prevalence of smoking has increased by 3 percentage points among the most socioeconomically disadvantaged

Between 2014 and 2019, a decrease in smoking in mainland France of 1.9 million daily smokers was observed. Although the latest estimates of smoking prevalence in 2020 (25.5% of daily smokers among those aged 18–75)^² did not show a significant change in the general population compared to 2019, they highlight a significant increase among the one-third of the French population with the lowest incomes. Smoking prevalence for this group rose from 30% in 2019 to 33% in 2020. This increase was observed independently of the first lockdown in the spring of 2020 due to the COVID-19 pandemic. Social inequalities regarding smoking thus remain very pronounced in 2020, with a 15-point gap between the lowest and highest income groups.

In light of this, Santé publique France’s objective is to restart a downward trend and better target prevention efforts toward the most socioeconomically vulnerable populations to counter the resurgence in smoking observed among these groups, especially since tobacco use remains the leading cause of preventable death in France, with an estimated 75,000 deaths³ in 2015.

A campaign to debunk fears about quitting smoking

From February 14 to March 13, 2022, Santé publique France is highlighting the variety of quitting solutions through real-life testimonials to show that it is not that difficult to ask for help from a pharmacist, a doctor, a professional at the Tabac info service at 39 89, etc., and to receive free support throughout the process.

This campaign fully incorporates the concept of accessibility (literacy, comprehension, readability) and relies on key strategies to reach its target audience: situations rooted in everyday life, filmed testimonials, all combined with community-focused communication through a multi-channel approach (digital videos, social media, local posters, in print and digital formats, and a special TV/radio campaign). In addition to its institutional partners, Santé publique France has established a partnership with the Journal International de Médecine (JIM) as well as with numerous stakeholders capable of relaying messages to job seekers, people in precarious situations, people with disabilities, and others. The Agency also relies on healthcare professionals, for example by developing specific tools for doctors to help them support their patients in quitting smoking.

The campaign highlights the pivotal moment of quitting smoking to demystify the process and inspire smokers through video testimonials from former smokers or those currently quitting. Régine, Elodie, Théo, and Bénaïd share their experiences of quitting smoking on camera. Four stories, four reasons to quit, and for each, a strategy to achieve it (nicotine replacement therapy, professional support, or joining a support group, the Tabac info service app).

These testimonials allow the public to identify with a peer who has been through the same situation, to overcome fears, and to demonstrate that quitting smoking is possible and accessible, particularly thanks to Tabac info service, which offers free tools for personalized support.

It is also emphasized that quitting smoking not only has immediate health benefits but also financial benefits and improves quality of life.

Reducing social health inequalities at the heart of Santé publique France’s priorities

Since its creation, Santé publique France has paid particular attention to social and regional health inequalities. Its work focuses specifically on integrating social determinants into its surveillance programs, surveys, and evaluations. The goal is to design tailored prevention and health promotion initiatives and thus adapt interventions to the socioeconomic status of the population.

As part of its tobacco control program, Santé publique France takes health inequalities into account in the design, implementation, and evaluation of all its initiatives. This is the case, for example, with the “Month Without Tobacco” initiative, which has been shown to be effective for all smokers, regardless of their socioeconomic status. The Agency also promotes accessible and free support services for smokers, such as the Tabac Info Service’s 39 89 hotline, a tool that provides free follow-up by a tobacco specialist. The Agency also identifies, tests, and evaluates community-based initiatives targeting young people, such as Unplugged: a program to prevent addictive behaviors aimed at middle school students and particularly effective among disadvantaged populations. Santé publique France has also produced informational materials designed to be accessible to people who are not connected to the healthcare system.
The campaign launched on Monday, February 14, thus reinforces Santé publique France’s efforts to reach the most disadvantaged populations.