We needed to reach Finnish teenagers who smoke or are in danger of starting a habit. So we created a social media community that rewarded teenagers daily for engaging in anti-smoking information and chat. The basis of the community was compiled from previous campaigns social media data and user info. Also databases of previous promotional campaigns were utilized.

Kids smoke because smoking offers them an instant reward: it makes them feel older and more attractive. So we created a mechanism they could engage with daily for instant gratification.

Kids smoke because smoking offers them an instant reward: it makes them feel older and more attractive.So we created a mechanism they engage daily for instant gratification.We invited the target audience through electric direct mail to join a social media community that rewarded teenagers daily for engaging in anti-smoking information and chat.The daily anti-smoking questions and answers were presented by a-list celebrities. The credits the kids received every day for engaging were valid currency in the Quitter store offering them instant gratification for not smoking. The fashionable purchases demonstrated the profitability of non-smoking as the teenagers shared pictures of their rewards on their social media profiles.

- Total of 3 million visits to the community web site.- 387 950 kids engaged to the community, average age 16 years.- 110 000 posts to the Quitter chat.- 50 000 kids entered a quitting program.- Quitter Store delivered over 8000 products.- Youth smoking in Finland is in increasing decline.