I Quit - From anti-smoking to pro-quitting  (2012)

Gold award winner

Campaign: I Quit - From anti-smoking to pro-quitting
Brand: Health Promotion Board Singapore
Client: Health Promotion Board Singapore
Entrant: Ogilvy and Mather Singapore
Principal Authors: Sonal Narain - Ogilvy & Mather Singapore, Tania Chan - Ogilvy & Mather Singapore
Contributing Authors: Benoit Wiesser - Ogilvy & Mather Singapore, Tim Broadbent - Ogilvy & Mather, Steve Back - Ogilvy & Mather Singapore, Dan Gibson - Ogilvy & Mather Singapore, Shirley Tay - Ogilvy & Mather Singapore, Troy Lim - Ogilvy & Mather Singapore, Jamie Tang - Ogilvy & Mather Singapore, Ng Hui Min - Ogilvy & Mather Singapore, Jon Loke - Ogilvy & Mather Singapore, Tow Huiwen - Ogilvy & Mather Singapore
Credited Companies: Health Promotion Board Singapore - Client, OMD - Media Agency

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Smoking was on the rise in Singapore with tough measures such as fear campaigns, taxation and legislation proving ineffective and resulting in smokers feeling marginalised and smoking more, not less. Instead of an anti-smoking campaign that would marginalise them further, a pro-quitting campaign was created to help contemplators quit. The campaign spanned various touchpoints creating an environment conducive to quitting, inspiring quitting, and creating support through tools, resources and quit clubs. The results showed that every second smoker moved one step closer to quitting; the quitting success rate was three-times the international average; and it achieved an ROI of 15.7.t

Judge's Comments:

The judges were impressed with the demonstration of deep consumer understanding and hence use of social media to connect and engage with entrenched smokers in Singapore to encourage them to give up. It has generated behavioral change and action that extended far beyond the original activity, and inspired other programmes of its nature in other countries.