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…”,

Get out of your comfort zone, culturally

Strategy Talk
  • “Get out of your comfort zone, culturally. . .”
  • “Be a great listener, understand and be empathetic to the truth – who they are, their soul – and make this relevant to greater number of people
  • “The longer you work the more people want to put you in a silo, so they can define who you are by their terms. Never let anyone define you by their terms”.

By John Jay, Wieden+Kennedy, on creativity

Post digital brief

Strategy Talk

Ask better questions by Gareth Kay. Find his presentation on the post digital brief here

Archetypes in Brand Creation

Strategy Talk