Quit The Denial campaign

Strategy Talk

How to design behaviour change communications for a particularly hard to reach group, young social smokers. The Ontario Ministery of Health and BBDO used insights from the target group to guide communication. The key challenge of the brief: “how can we encourage people who don’t identify themselves as smokers, to quit smoking? This resulted in the ‘Quit The Denial’ campaign.

The campaign, which compares ‘social’ smoking behaviours to a range of unflattering and ridiculous activities (farting, earwax picking, etc.), aims to reframe smoking behaviours in the minds of the audience and wider community. It was mentioned by the CNN as this might be “the best public service announcement ever…”,

Jon Steel about what he values in Planning

Strategy Talk
  1. Be useful. The real value of a planner is problem solving and coming up with simple solutions. Cleverness is simply a means to an end.
  2. Bring out the best in other people. Act as a catalyst for others by providing the conditions for informed creative thought.
  3. Be a linchpin, not only between people but also between brands and the audience they connect with.
  4. Have a deep understanding of human motivations and instincts.
  5. Have an experience of real life. Get out of the office to experience the real world and understand the people you want to experience.
  6. Create a working timetable both within and outside the office to best generate ideas and insights.
  7. Whether analogue or digital, the main task of any planner is understanding basic human communication.

    Source: http://invisibleinkdigital.com/