Tobacco-Free Living:
For Louisiana’s Tobacco Quitline, the focus was on acknowledging the difficulties of quitting and the ease with which residents can get free support. A departure from traditional, clinical concepts, we juxtaposed the real-life difficulties of quitting smoking with the ease of dialing the quitline for support. Our “digits” characters acknowledged failed attempts to quit (average smokers attempt to quit seven times before succeeding).
Since the campaign launched, brand favorability ratings have risen to 85% (‘extremely favorable’), brand awareness surged from 27% to 60%, and awareness of the TFL brand as the sponsor associated with smoking messages rose from 11% to 41%.
Category:
Healthcare /
Cause Marketing
Media:
Television /
Out of Home /
Print