“Ex-Smokers are Unstoppable” is the European Commission’s (EC) successful anti-tobacco campaign. Rather than highlighting the negative of smoking, it focuses on the positive benefits of being an ex-smoker. The campaign won the Gold Euro-Effie in 2012.

The EC had a hard time reaching a critical part of the smoking demographic: young males between 24 and 35. Teaming up with FC Barcelona (FCB) made it possible to reach this audience in a new way.

The unprecedented partnership between Europe’s biggest political institution and a world leading football club offered another great advantage: media interest was guaranteed.

At the centre of the campaign is the FCB iCoach, a scientific health-coaching platform (online and mobile) that helps you quit smoking step-by-step. Everyday FCB’s players and staff members give you relevant tips, advice & exercises tailored to your quit smoking stage via email and video messages.

From the cook to the president, from the star players to the coaching staff: everyone in the club extended his support, expert, knowledge and experience to help you quit.

The first to sign up for this unique support were invited on to the pitch to pledge before their team and before Europe their will to go from 90 minutes free from a cigarette to a lifetime free from tobacco.

To date 1,860 articles with 3,313,894,818 media impressions have been generated across the EU. Over 70,000 fans entered the programme. The quit rate is 37%. Other European top teams will adapt the programme next season.

For a football fan it is a unique experience. The relationship club-fan is turned upside down. As a fan you get the help of the best team in the world. This time, they support you.

The PR outcome for the European Commission was bigger than ever. Being linked in a non-commercial partnership to a popular brand as FC Barcelona was unseen.

The European Commission got closer to its target audience. To date over 70,000 fans have entered the programme.

Several European top football clubs will adopt the programme and share the European Commission tools with their fans.

1. FCB iCoach registrations

Only after 3 months we already have 70,441 registrations through the online iCoach and downloadable application.

2. PR:

From 18th September 2012 to 3 April 2013, 1,860 articles with 3,313,894,818 media impressions have been generated across the EU: 130 individual print articles, 26 TV Broadcast pieces and over 964 digital articles.

A lot of positive reactions on social media.

3. Website, unique visitors

• Quitsmokingwithbarça.eu: 569,351

• Stopsmokingcoach.eu: 2,563,174

• Exsmokers.eu: 358,314

4. Great interest of other football clubs and sport world to adapt the iCoach programme for their club.