Results and Effectiveness

Website hits and enquiries increased by over 20% since the launch of the campaign, with these magazine inserts supplemented by point-of-sale posters and no additional ATL support. Results for product uptake have not been finalised at the time of entry. Qualitative surveys reveal quitters being appreciative of this angle of messaging, and particularly affected by the intimacy of the vehicle we’ve used to carry it.

Creative Execution

Once we had our insight (“even smokers wish to put family first”), the vehicle followed naturally: the family moment/portrait. So we searched out real families and best friends and tookpictures of them sharing intimate moments. The photographs we developed were then torn down the middle to signify the harm smoking can do to these relationships – but all’s not lost – a Nicorette patch is used to hold the two halves together to literally play up its benefit. These real photos, torn and patched up by Nicorette patches, were then inserted into relevant publications as magazine inserts.

Insights, Strategy and the Idea

In 2011, the nicotine patch was included in Australia’s Pharmaceutical Benefits Scheme and was now available at a subsidy to smokers who wished to quit. Rather than playing up the dangers of smoking, or inundating our target with facts they already knew, we decided to tip the fence-sitters by driving home one simple message: smoking’s ultimate effect is to tear your family apart.