Research and Creative Development and Delivery for Behaviour Change Stop Smoking Campaign in Greater Manchester
A practical guide to understanding what the buyer really wants and how to build a winning response.
Don't just think about the campaign
There's something in this tender that stands out.
It's not just about creating a stop smoking campaign.
NHS Greater Manchester Integrated Care Board is looking for a transformative approach.
A shift from short-burst campaigns to an "insight-led programme" that supports a diverse audience at various stages of their quitting journey.
The contract runs from 18 October 2026 to 31 March 2027, with a budget of £120,000.
It's not just about the creative spark.
It's about understanding and influencing behaviour change through targeted communications.
Think about the people, not just the message
When you're crafting your response, remember who it's really for.
You're not just selling a programme to the NHS.
You're supporting people in Greater Manchester who are trying to quit smoking.
Each audience will have unique needs and challenges.
Whether it's young adults, long-term smokers or those in specific communities.
Focus on how your strategy will reach and resonate with these different groups.
Evidence always beats promises
One thing I noticed when I worked in the public sector was that almost every bidder promised innovation.
Few provided evidence.
If you have case studies from similar campaigns, now's the time to use them.
Show how your insight-led approach has led to measurable behaviour change.
Focus on:
- Previous success stories with similar audiences
- Data-driven insights that informed your strategies
- Partnerships or collaborations that enhanced reach and effectiveness
- Any awards or recognitions that underline your credibility
Pay attention to what they say
The buyer is clear about moving away from "short-burst activity".
They emphasise an ongoing, adaptive approach.
This means your proposal should focus on sustainability and adaptability.
How will you ensure the campaign remains relevant and effective over time?
Think about the systems and processes you'll use to gather insights and adjust strategies.
They want a partner who can evolve the programme as new data comes in.
Show how you'll make life easier for the NHS
Every contract creates work for the client.
The best contractors ease that burden.
If I were writing this tender, I'd explain how my processes make life easier for the NHS team.
Consider how you'll:
- Provide regular updates and insights
- Ensure seamless communication and collaboration
- Manage risks and respond to challenges promptly
- Deliver consistent quality and innovation
Don't get distracted by the contract value
It's easy to focus on the £120,000 budget.
But remember, this isn't just a transaction.
It's about building trust and delivering impact.
Show how you'll maximise every pound to support smoking cessation in Greater Manchester.
Explain your value proposition clearly.
Not just in terms of cost, but in terms of outcomes and community impact.
One thing I'd keep reminding myself
When crafting your submission, keep the end goal in mind.
It's not just about winning a contract.
It's about contributing to the health and wellbeing of Greater Manchester.
Ask yourself, "How does this solution genuinely support someone trying to quit smoking?"
That's the question to test every answer against.
Common mistakes
Avoid submissions that:
- Focus solely on creative ideas without evidence of effectiveness
- Ignore the unique needs of different audience segments
- Lack a clear plan for ongoing data collection and strategy adjustment
- Fail to demonstrate how you'll manage and report on progress
- Overlook the importance of collaboration with the NHS team
- Assume a one-size-fits-all approach to behaviour change
- Offer generic solutions without local context or insight
My Final Thoughts
This tender is about more than just a campaign.
It's about delivering a meaningful, sustainable programme that supports behaviour change.
With a budget of £120,000 over six months, you're being asked to create an impact that lasts beyond the contract term.
Quality matters here.
Think about the insights and adaptations you'll need to offer.
The buyer is looking for a partner who can deliver a programme that's dynamic, evidence-based and deeply rooted in the community.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.