Create a Customer Relationship Management (CRM) programme to help people give up smoking.
We identified the various stages a smoker goes through when they give up smoking. This allowed us to target individual smokers with the appropriate support and advice (based on real insights from ex-smokers and medical research), depending on which stage they had reached in their quitting journey.
Six months after starting the Together Programme, 32% of the participants remained smokefree. We also significantly improved acquisition rates with a Cost Per Response of only £11 through direct channels compared to a TV CPR of £67.