Paid to quit: Financial rewards help people quit Smoking

A groundbreaking study in Sheffield has found that financial incentives make smokers in high-priority groups nearly 1.5 times more likely to quit successfully. The pilot scheme used shopping vouchers to provide vital motivational support to individuals facing complex health and social challenges on their smoke-free journeys.

The study was carried out by Sheffield City Council and The University of Sheffield. Published in May 2026, the evaluation examined a pilot programme that offered up to £200 in shopping vouchers to eligible participants. The scheme specifically focused on high-priority groups, including people living with mental health conditions, residents in social housing, and individuals using substance misuse services. Participants earned the vouchers by hitting verified milestones, starting with £20 for launching a supported quit attempt, followed by £40, £60, and £80 for successive 4-week periods of confirmed abstinence, verified via carbon monoxide breath monitors.

The results show that the financial incentives provided a highly effective public health tool. Participants who received the vouchers were 1.4 times more likely to remain smoke-free at the crucial 12-week mark than those who did not use the scheme. Crucially, the incentives acted as a powerful buffer during the difficult early weeks of quitting, successfully preventing early drop-outs.

Financially, the scheme also proved to be excellent value for money, with the cost per additional 12-week quit estimated at just £571. However, researchers highlighted that the vouchers work best as a supplement to, rather than a replacement for, existing expert behavioural support, nicotine replacement therapy (NRT), and strong advisor-client relationships.

Nicholas Woodrow, co-author and lead researcher from the University of Sheffield, said:

“Our findings demonstrate that financial incentives are an acceptable and effective tool for supporting priority groups in stopping smoking. By combining small financial milestones with Sheffield’s dedicated behavioural support frameworks, we can reduce health inequalities across the city.”

Greg Fell, Director of Public Health for Sheffield, said:

“The results of this study are very interesting, and we will use them to further inform our stop smoking work in Sheffield and across the region. This is vitally important work. We’re here to help people quit smoking in the best ways to help them stay healthy. Health inequality is hard to tackle, but work like this helps enormously towards our goal of ending health inequality for all.”

While the pilot achieved remarkable success, the evaluation also honestly highlighted areas for improvement. Administrative and digital voucher hurdles created barriers for some participants with lower digital literacy, and competing priorities within partner agencies led to lower-than-expected referral rates from social housing and addiction services.

Smokefree Sheffield is already using these valuable insights to refine future programmes, ensuring local support models remain deeply accessible, non-judgemental, and collaborative across all communities.

No matter your background or circumstances, Smokefree Sheffield is committed to helping you succeed. To access our free, specialist, and confidential support, get in touch today.