Quit for Them.

Using behavioural theory to design a digital campaign.

After conducting research, we found that traditional forms of advertising were not resonating with smokers, with many already aware of the 'smoking kills' message. We used behavioural theory to design a digital campaign, supported by some outdoor media and print, with the key aim of motivating more parents and grandparents to quit smoking for good. This included 'nudging' people to try quitting - even if they had already made several attempts. 

A digital campaign that reached over 5 million people over 2 years.

The Quit for Them campaign ran over two years and targeted areas in North Wales with high smoking prevelance. We engaged both parents and children - making them the face of the campaign. We even pursuaded local celebrities to spread the message - including Olympic champ Ray Williams. The messages were delivered using the voice of children and young people which really resonated with parents and grandparents.

Over 25,000 residents visited the campaign website with thousands requesting support to quit. We tracked the journey of a sample of smokers (around 600) and found that the campaign led to 157 people quitting for good. 

Three months after the campaign launched, the 5% target was reached in North Wales - the first time ever - and it is acknowledged that this campaign was responsible.