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Very Brief Advice for Tobacco Dependency

by EPG Health for Pfizer

Summary of work

Tobacco addiction remains one of the main preventable causes of chronic diseases and premature deaths (8 million per year) worldwide. While smokers are four times more likely to successfully quit with a combination of pharmacological intervention and behavioural support, lack of time, training and confidence mean that less than 10% HCPs offer either.
Launching on the independent HCP website Medthority (, the Very Brief Advice for Tobacco Dependency Learning Zone was developed to help primary care physicians deliver ‘Very Brief Advice’ (VBA), a consultation method shown to double the chances of patients quitting.
Catering to the preferences of busy HCPs, a series of 2-minute, case-based videos, demonstrated how to quickly implement VBA during a routine consultation. Played by actors, these reflected real-life HCP and patient scenarios to drive empathy and practical guidance. Bite-sized eLearning modules consolidated and assessed the learnings.
Accessed by over 5,000 HCPs in 6 months, at a time of heightened concern around respiratory health due to COVID-19, the programme achieved deep engagement and an eLearning pass rate of 82%. It was developed by EPG Health in partnership with the International Primary Care Respiratory Group (IPCRG) and funded through an educational grant from Pfizer.

Judges' comments

A well rounded and well written entry with robust insights that translated well into programme strategy and implementation and powerful metrics. It was also timely in its utility for healthcare professionals within COVID-19 scenario and structured in a way that made it is easy to check back on the progress they made. Difficult to fault this one.


IBD Empower: An innovative education programme for nurses by nurses - by Takeda UK Ltd supported by FCB Health Hampshire, Flipside and Immaculate


Category Sponsors

Louise Dunn, Communications Consultant – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

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