TOBACCO CESSATION: NEVER STOP QUITTING
Launching a campaign that encourages and celebrates the quitters of America
Smoking is the leading cause of preventable death.
Smokers know that smoking is bad for their health and quitting smoking is difficult. To break through the same quit smoking messages, they need to hear something new and they need to hear it often. We know most smokers make multiple attempts to quit and learn from each attempt until they’ve quit for good.
My Role
Senior Art Director
Credits
Fraser Communications - Agency
Emily Levant - Copywriter
Strategy
We can’t scare or shame smokers into quitting. That tactic does not work. We can hope them into quitting. We can relate them into quitting. We can smile them into quitting, with a distinctively different campaign that uses fun language, bright colors, and strong, happy people who encourage smokers to persevere and NEVER STOP QUITTING. Because quitting should be celebrated.
Results
Targeted social media and digital ads ran in conjunction with anti-tobacco awareness days like the Great American Smokeout and “quit-friendly” times of the year like New Year’s
High-visibility partnerships with LA sports teams like the Los Angeles Clippers, Los Angeles Dodgers, and the LA Sparks
Anthemic and memorable radio spots
Eye-catching out-of-home that doesn’t look like your parents’ anti-smoking ads
