2020/2021 Winners & Shortlists

Background

Every year in May, smoking campaigns take place! From a simple tweet to a 360 full fledge communication plan. All saying one message: Quit now! This campaign aimed to encourage smokers to quit right away.

Describe the strategy

According to the Centers for Disease Control and Prevention (CDC), 68% of smokers have tried at least one quitting trial! So the message was not “give up smoking now”.. It was “Don’t give up giving up!”

Describe the execution

a video with a rap-like song, that shows the cycle of giving up and giving up giving up and celebrating everytime it happens connecting to as if it was Eid!! People started talking and sharing agreeing and encouraging! Did we stop here? No! Celebration tools were distributed through social media to encourage celebrating every time a smoker quit! The box had 13 “Don’t give up giving up” stickers which the average trial number to finally quitting!

List the results

Ex smokers started sharing their experiences and current ones started sharing how many times they’ve actually tried and the search for smoking in google spiked and all time high.. Paving the way for a positive conversation that does not blame them but actually celebrates their efforts and acknowledging that they are actually trying!