Smokers see quitting as a test of themselves, one that you either pass or fail – a view compounded by focussing on positive stories of success from ex-smokers. Consequently, many smokers who’ve tried to quit before think they don’t have sufficient willpower to succeed and put off trying again through fear or lack of self-esteem.
But when quitting is understood as something that you get better at with practice, it lessens that fear of failure and makes trying different methods simply part of becoming a better quitter.
The brand celebrates the determination of quitters, rather than the achievement of becoming an ex-smoker.
Rebranding the offer as Make Smoking History, the brand is positioned more like a personal coach than a public service. Always honest about the challenges of quitting, able to tailor support and advice to improve performance, and not afraid to deliver the occasional home-truth.
The brand identity takes cues from sports brands in its use of challenging messages, bold type and vibrant colour, and the marque features a strikethrough in an echo of ‘no smoking’ signs.
The launch campaign – Never Quit Quitting – publicly praises the efforts of all kinds of quitters across Greater Manchester, and introduces the offer of free local support that can make them three times more likely to succeed.
Collaborating with Doodledo Motion across TV, social media, radio, poster sites and partner channels, executions motivate smokers to think differently about quitting, and encourage quitters to keep going.
The campaign launches in Q3 2021.