Reasons
A lead generation campaign showing smoking as the ‘enemy of the family’, the “Reasons” campaign had a dual purpose: to motivate parents to quit smoking and give them the means to do it. Combining a mix of TV and online advertising, creative featured parents talking about their reasons for giving up. It showed that by being healthy and happy in the future, you’re able to enjoy family life more. This message was supported by details of the NHS Smoking Helpline and website, giving parents the opportunity to do something about their smoking straight away.
The strategy
Targeting parents, this campaign was focused on the simple idea that it’s easier to feel positive about the future if you’re smokefree. It was designed to motivate parents to quit while giving them access to all the support available.
The creative
“We all have reasons to quit: what’s yours?” The ‘Reasons’ campaign featured a number of parents talking about their reasons for giving up smoking. All of the reasons were motivated by the same thought: “so you can enjoy your life with your family more and for longer”. The TV ad showed parents talking about all the things they’re looking forward to doing with their children. These included weddings; teaching their kids to drive; special holidays; and holding their grandchildren.
Media
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