Build on our previous successful ‘Smokefree' direct response campaigns by testing a new, more optimistic creative approach that encourages smokers to take the first step to quitting.
We knew that finger wagging and scare tactics wouldn't work with our ingrained smokers. So we made sure that the choice to quit with NHS support looked far easier than going it alone. The DRTV, press, radio, direct mail, posters and door-drop all used their respective media environments to dramatic and utterly relevant effect.
Cost per response was cut by a third, from £150 to £100. And with over 1000 successful incremental quits, we're helping to break a habit that costs the NHS £2.7 billion a year.