Let's Quit Together - Full Campaign
CHANTIX - LET'S QUIT TOGETHER
Idea
Michigan’s 2010 state-wide smoking ban offered a unique opportunity to galvanize communities while driving increased quit attempts. To inspire smokers to use the smoking ban as motivation for taking control back from cigarettes, we made quitting a social activity. By connecting smokers with their doctors, families, friends and fellow smokers, we were able to form a rock-solid support community committed to breaking the habit. And we did it in 3 short months, leveraging consumer-facing tactics that included a website, radio, digital display, out-of-home and materials for doctors’ offices.
Impact
· Our campaign represented the first regional non-smoking initiative based upon environmental
policy change.
· The effort served as an excellent demonstration of interagency alignment—combining the talents
of many agency cultures and utilizing them for greater good.
· In the end, the campaign was extremely well-received by both consumers and physicians alike.