Our Clients

“For many people, ethnicity is an unfamiliar territory, often seen as complex and hard-to-reach. We provide clients with an understanding of this market. With over 14 years of experience, we know when inclusive, mainstream approaches suffice and when there is a need for targeted or tailored approaches.”

Evaluation of a London-wide smoking cessation campaign targeting the Muslim population

Smoking rates amongst Muslim men are very high. The National Health Service for London conducted a London-wide campaign to curb smoking amongst Muslims. ETHNOS was commissioned to evaluate the overall campaign.

Our approach:

We employed a range of techniques to understand how well the messages of the campaign were received by the target populations:

  • A postal survey of all London mosques to assess their awareness and opinions of the campaign.
  • An audit of promotional and educational activities carried out by campaign personnel.
  • A call audit analysis of Pakistani, Bangladeshi and Turkish smokers’ helplines.
  • In-depth interviews with Imams and Directors of Mosques.
  • In-depth interviews with campaign organisers.
  • Focus groups with Muslim smokers from different ethnic minority communities.


The evaluation showed the effectiveness of the promotional material in generating awareness of the campaign and in stimulating calls to the different helplines, and the relative impact made by the different media in encouraging smoking cessation. The evaluation led to recommendations on a range of organisational matters.


“We commissioned ETHNOS to evaluate a complex public health campaign targeted at the Muslim population in London. Because of their in-depth knowledge of the Muslim community and extensive networks, they were able to access a range of community members in their own languages and in culturally-sensitive ways. They used innovative research methods and strategies to deliver a thoughtful evaluation with clear recommendations.”

Judith Watt, Head of Programme,

NHS London