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