Why is this work relevant for Integrated?

Through consistent, engaging visuals, audio and language, we created a complete campaign that prompted awareness, consideration and registration for a new state-wide anti-smoking event, “Quit Your Way in May”. The campaign ran across TV and radio, where our audience were introduced to a surprising jingle and a memorable character animation. Digital and social expanded on our characters’ stories, providing further tips for quitting smoking. Plus, a website kept a live tally of registrations and collective money saved. Our social presence became an online community for additional engagement, with those registering or considering sharing their journey and actively supporting others.

Background

Inspired by ‘Dry July’, Drug and Alcohol Services SA wanted to launch a quit smoking month. Because quitting smoking for a month gives you more knowledge and skills to undertake another attempt in the future. To launch this state-wide event we needed something that would get noticed and give people permission to give quitting a go – to make people who smoke understand that any effort to quit was a positive one. We needed to convey a sense of inclusiveness and a shared challenge. The campaign’s goal was to create a positive mass quitting trigger, resulting in a social movement to be smoke free.

Describe the creative idea

We know no two people quit the same. And the fear of failure or not fitting the mould can stop many smokers from trying to quit. But every attempt helps a smoker’s health and is one step closer to quitting for good. So we wanted to disarm that fear of failure and give people permission to give quitting a go – for a week, a month, or for good. While many anti-smoking campaigns confront people with negative ads highlighting health risks, to cut through in an unexpected way, we took a different approach. Reflecting research that different quitting techniques work for different people, our campaign encouraged smokers to find what works for them. Unconventional and distinct in category, we developed a positive, inclusive campaign. empowering quitters to take control of their own process.

Describe the strategy

Smoking addiction affects a broad subset of the population. To connect with a diverse audience, we developed five distinct illustrated characters, each with a different quitting method. We then worked with world-renowned illustrator, Timba Smits, to bring these characters to life, and create a sense of positivity and warmth. Using illustration introduced a fresh vocabulary and style to the anti-smoking category – fun, inclusive, encouraging. We then brought this to life across multiple touchpoints. Across TV, digital and radio, we built awareness of the event. On social we developed our characters and shared tips and support for quitting. On our website, those trying to quit registered and received ongoing support across the month, with daily emails. As a result of offering support and cultivating an inclusive, shared atmosphere, our social pages became self-sustaining communities where smokers supported one another.

Describe the execution

Working with world-renowned illustrator, Timba Smits, we brought five characters to life. To compete with cravings, across TV, radio and digital we paired the animation with a Quit Your Way jingle, ensuring a positive message that was hard to get out of your head. Instead of dark, gloomy colours, we used the opposite. Instead of a deep, gravely VO, we used the opposite. Instead of scaring, we entertained. Across all channels, we directed to the website, where people who smoke registered and received daily emails with tips and tools for quitting. The website then directed to our social channels, where quitters found others to share their journey with, and our tips and support blossomed into a self-sustaining community where quitters encouraged and supported each other across the month of May, and beyond.

List the results

Website visits: 3x above target Registrations: 13% of visitors, 1,168 people EDM Sign Up: 1,062 people, 2.5x above target Collectively smokers ditched 625,480 cigarettes and saved $934,919.* *If everyone stopped smoking for the time chosen on their registration.