67% of smokers in Belgium between 12-18 have already tried and failed to quit on their own. Yet 80% of non-smokers would be prepared to help a friend stop – but don’t know how. These were two interesting insights in the research. This integrated anti-smoking campaign was the first to talk to non-smokers. We used the maximum number of contact points to established the key message: ‘Be nice to smokers. They won’t live as long as you.’ The second phase then asked them to be nice enough to help their friends quit for good.

Phase 1: 2 TV commercials on youth channels and 1 cinema commercial, 2 print ads, guerrilla postering in schools and free postcards. An online campaign including virals and banners. Every ad carried the www.helpasmoker.be address.

Phase 2 encouraged youngsters to become ‘buddies’ for smoking friends while they were quitting. Website featured information, tips, e-cards and a ‘buddy kit’. It’s an interactive community, and still evolving. 200,000 helpasmoker.be badges were worn by all ‘buddy & smoker’ teams and by various Belgian music stars.

The campaign also received extensive coverage on popular youth TV shows.