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COLD TURKEY
WONGDOODY, Seattle / WASHINGTON STATE DEPARTMENT OF HEALTH / 2008
Overview
Credits
OVERVIEW
CampaignDescription
There’s no shortage of info out there convincing people not to smoke, much of it falling on deaf ears. So we took a different approach and spoke specifically to smokers who have already made the decision to quit, or who’ve tried unsuccessfully to go cold turkey. By empathizing with our target (rather than preaching or judging); we give smokers the info they need to create a plan and double their chances of kicking the habit for good.
Implementation
Our goal? Drive Washington State smokers to call the Quitline or visit quitline.com. There, they can create a plan and double their chances of quitting. To capture the largest audience of most potential quitters, tv and radio aired during typical trigger times for smokers while Bus tail panels ran in the highest rated smoking counties throughout Washington.Web banners and social media could be found anywhere smokers might be tempted. Smokers were reminded of the need to create a plan. And those reminders made an impact.
Relevancy
Whenever our spots aired, calls to the quitline tripled for several hours. And for the first 6 months of the campaign, the quitline received a 24% increase in call traffic, while quitline.com visits jumped by 73%.So while you can’t rely on Cold Turkey to stop smoking, turns out he’s incredibly good at generating results.
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