How do you get 500,000 people to do one of the toughest things in the world?
The Challenge
Smokers viewed support as a crutch or a sign of weakness e.g. "I'll do it my way, don't need help, I'll just get some patches and tough it out."
On top of that, they've heard every possible ‘angle’ from advertising campaigns.
The Solution
So we didn’t create an ad campaign. We created a whole new product – the Quit Kit.
Because once smokers have started thinking about quitting, and they have the tools in their hands, they are much more likely to make a quit attempt.
Because once smokers have started thinking about quitting, and they have the tools in their hands, they are much more likely to make a quit attempt.
Building supportive communities
Research told us that people are more likely to quit successfully if they join a support group. So we set up support groups on Facebook. This meant that, along with boosting quitting attempts, it allowed us to give quitters extra support.
Results
Demand for the Quit Kit was so high, the DOH website crashed. In the first two months, 405,000 people ordered the Quit Kit.
234,900 went on to make a quit attempt. Conversion rates also quadrupled from the previous baseline, and cost per response dropped from £63 to £20.
The campaign went on to win four golds at the Direct Marketing Association Awards.
More importantly, we helped save thousands of lives.
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