The Brief
This campaign aimed to prompt smokers to quit by connecting with a key turning point: when their bodies start showing signs of damage. We needed to deliver a message that felt personal, relevant and motivating.
Formative research showed that many smokers experience a moment when physical symptoms make the effects of smoking feel real. The challenge was to harness that moment and turn it into a trigger for action rather than denial.
The Solution
We created a campaign that highlighted these physical cues in a relatable and emotionally resonant way. By reflecting real-life experiences, we encouraged smokers to interpret these symptoms as a sign to seek help and quit.
Outdoor
Radio
The Outcome
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