Craig Murray

Quitting Tools Script ACRUK
00:00 / 00:30
Quitting Tools Script BCRUK
00:00 / 00:30

Cancer Research

UK

Brief:

As smoking fades out of fashion with ABC1s, C2DEs are at risk of being left behind; 24% of manual labours and unemployed still smoke.

 

We need to help this audience believe they really can quit, just by using the right quitting tools.

 
Idea:
 
Wrong tool? We spoke the language of DIY Fails to get the message across through an integrated campaign of radio, social content, and print.

Result:

 

From a media and behavioural perspective, the campaign was an overwhelming success, delivering more reach and engagement than forecast.

29 million impacts
4.8 million video views
22,000 site visits

(Source: MediaCom evaluation report)

 

Click above to play the ads