The Brief
Formative research and past campaigns showed that many smokers are deeply concerned about the impact their smoking could have on their family. This emotional trigger is often a key motivator for quit attempts.
While powerful, this strategy had been used many times before in smoking cessation campaigns. The challenge was to find a fresh, engaging way to present it without losing its emotional weight.
The Solution
We created a campaign that approaches the message with subtlety and intrigue, by showing a smoker rehearsing how to break life-changing news to his loved ones. His carefully chosen words deliver a poignant reminder of smoking’s real cost.
Outdoor
Radio
The Outcome
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