Presented live on 16 April, 2014 The SmokeFree Formula (SFF) is a book that has been written to bring the science of stopping to smoking in a way that is intended to be engaging and motivational. It is written in a very personal style but tries to explain why ceasing tobacco use can be hard and what this means for choice of ways to quit. It recognises that everyone is different and there is no one guaranteed method -- the secret to success is to keep trying and at each attempt to use methods that personal experience and scientific evidence indicates will give the best chance. It then lists 29 ingredients to choose from (including medication options, professional support, websites, physical activity and breathing exercises) and gives each one a star rating based on the strength of evidence supporting it. Smokers create their own SmokeFree Formulas from these ingredients under the book's maxim: 'I guide -- you decide'. The question is whether a book such as this can provide a common resource for health professionals and smokers to help structure the interaction and ensure that smokers have a ready reference to which to refer. Robert West is Professor of Health Psychology and Director of Tobacco Studies at the Cancer Research UK Health Behaviour Research Centre, University College London, UK. Professor West is also Editor-in-Chief of the journal Addiction. He has authored more than 500 scientific articles, books and book chapters. He was co-founder of the NHS stop-smoking services. His research includes evaluations of methods of helping smokers to stop and population surveys of smoking and smoking cessation patterns. He is author of 'The SmokeFreeFormula' (Orion) which aims to bring the science of stopping to smokers. View recording here: https://www.youtube.com/watch?v=u10PF0jpA-g

1. Welcome to a webinar on…

2. Why the SFF?
1 billion
smokers in
the world
100+
million
try to
stop each
year
<10 million
use
‘evidence-
based’
methods
If every smoker who tried to stop, used evidence-based methods tens of
thousands of lives would be saved each year
90 million use
methods that
limit their
chances of
success



3. The truth about stopping smoking
1. We are all different:
– No matter what some people say,
there is no single easy way to
stop smoking
2. Keep trying and give yourself
the best chance each time:
– Every attempt is another roll of
the dice
– Use methods that give you the
best chance of success
3. Every quit attempt is a success:
– Every day not smoking is less
exposure to toxins and more
money saved

4. What is the SFF?
• A book that aims to bring the
science of stopping to smokers
• Billions of pounds and dollars
have been spent on research
aimed at helping smokers to
stop
• SFF aims to encourage as many
smokers as possible to make
use of this investment

5. Who is the SFF for?
• Every smoker who is thinking
about stopping
– For use every time they try to stop
• Stop-smoking advisors
– For use with their clients
• Health professionals interested in
encouraging their patients to stop
– To help them give the best possible
advice

6. Style
• Very personal
• Lots of stories
• Interviews with ex-smokers
• Lots of activities to try
• A pledge:
– Everything I claim as true is
backed by a source
– When I state my opinion I
make it clear



7. Content
• Part 1:
– The truth about nicotine addiction and why it is
often so hard to stop, even for smokers who can
go long periods without smoking
• Part 2:
– 29 ingredients smokers can put into their
‘SmokeFree Formula’
– Each one gets a star rating showing the strength of
evidence supporting it

8. Why people smoke
• Main reasons smokers give:
– Enjoyment 50%
– Stress relief 40%
– Relief of boredom 20%
– Help with concentration 10%
– Weight control 10%
– Socialising 10%

9. The real reason …
• When smokers try to stop
they experience urges to
smoke that overpower and
undermine their resolve to
abstain
• Nicotine from cigarettes …
– Links certain situations with
‘triggered impulses’ to smoke
– Creates ‘nicotine hunger’
when brain levels dip
www.primetheory.com
+

10. 10
Addiction to cigarettes
I really want to
stop smoking: it’s
costing me money
and it will probably
kill me
Just
smoke!
Human brain
Animal brain

11. 11
When the urge is stronger than resolve and
cigarettes are available, a lapse will occur
Urgetosmoke
Time
Resolve Strength of urge

12. 12
How to stop smoking: keep these
lines apart!
Urgetosmoke
Time
Resolve Strength of urge

13. Ingredients in the SmokeFree Formula
Ingredient Rating Ingredient Rating Ingredient Rating
In-person support  Abrupt stop (vs gradual)  Deep breathing 
NRT (supported)  Identity change  Exercise 
Champix  Avoiding smokers  Isometric exercise 
Zyban  Avoiding alcohol  Mental exercises 
Cytisine  Changing routine  Healthy snacks 
Quitline  Keep busy  Go to bed early 
Internet  One day at a time  Get rid of cigs 
SMS support  Tell others  Smartphone app 
Book or booklet  Quit together 
E-cigs  Count savings 
Glucose 
13 Strong evidence  Moderate evidence  Some evidence

14. www.smokefreeformula.com

15. About the ingredients

16. Publication schedule
Date Version
January 2014 UK, Australian, NZ
August 2014 Spanish, German
November 2014 Dutch, Russian, Norwegian, Romanian,
US, Canadian

17. Thanks for listening
Questions and discussion