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Stoptober: This Time It's Personal

Stoptober: Helping 215,000 smokers quit with a month of personalised comedy.

 

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

 
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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