Smoking kills over 96,000 adults annually and is the no.1 cause of cancer in the UK, so getting smokers to quit cigarettes was one of the most difficult, and important, briefs we’ve ever had to work on. We had the almighty challenge of overcoming an addiction as well as an ingrained resistance to previous, rudimentary, ‘shock tactic’ anti-smoking messages that smokers are used to seeing (and ignoring).

With Change Incorporated (a Vice Media company) we changed the narrative around why a smoker should quit and we changed where and how they received those messages.

Our campaign used a dynamic, collaborative workflow and platform-specific technology to turn an vast library of 300 bespoke commissioned content pieces into over 1,000 creative executions to speak to the plethora of personalities, mindsets and barriers we had to overcome. These varied, but tailored content pieces played out across 6 channels to prompt cigarette smokers across the country to take action in quitting. Definitely a change for good.