This pitch-winning idea made a national event personal, with 28 days of support via videos and texts based on what quitters would go through psychologically and physically each day, which I wrote with the comedians. Instead of one big TV ad, there were 15 short ones shot in a selfie style so it felt more personal.
A quarter of a million sign-ups • IPA Effectiveness Gold • Discussed on ITV News, This Morning and Loose Women
Some of the content smokers received
A few of the TV spots
RADIO
Role: Creative/Writer
Agency: M&C Saatchi
Director: Victoria Pile
Production: Sneezing Tree