I’d Do Anything
Key research had shown that quitting for loved ones was the most motivating factor for a large majority of smokers, rating even above health. Inspired by these findings, the “I’d Do Anything” campaign created a message and vehicle that would resonate with smokers – particularly parents of young children.
The strategy
Designed to motivate smokers to quit, the “I’d Do Anything” campaign was based on research that found 96% of children whose parents were smokers wanted them to quit. This clearly suggested that a campaign around children of smokers would generate a powerful trigger in persuading smokers to quit.
To maximise impact, the campaign was integrated with another campaign: “Right Tools for the Job“. Together, these campaigns reinforced smokers’ motivation to stop while ensuring they were supported with tools from the NHS.
The creative
The TV ads featured real children of smokers singing “I’d Do Anything” from the musical “Oliver!” with the challenging end line: “Your kids would do anything for you. Why don’t you stop smoking for them?” The TV ads were also supported by radio and digital advertising.
The results
- High levels of recognition of the advert (85% )
- 39% of R&M smokers said the ads would make them more likely to quit – a much higher response than for previous campaigns
- Much higher internet recognition (30%) compared with previous campaigns reflects a new level of success in this media and drove relatively higher recognition for 16-24s
- 480,000 Quit Kits were ordered between January and March 2010
Media
- TV
- Radio
- Outdoor
- Press
- Digital
- PR
Awards
2010 Winner (Diploma) British Arrows Awards, Public Service Advertising
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