Our local approach helped turn Stoptober into the Department of Health's most successful stop smoking campaign ever. And won us a coveted IPA Gold effectiveness award.

Awareness. Consideration. Engagement.

The challenge
To help more people successfully quit smoking.

The insight
Smokers are 5 times more likely to quit permanently if they can stop for 28 days in a row.

The work
Working with a number of other agencies, our strategy was to create a highly visible campaign encouraging smoker participation amongst communities across the UK.

We developed a toolkit that local authorities and partners could use to amplify the campaign locally. We launched via local events, PR, radio and local social media to raise awareness and provide a springboard.

We engaged with stakeholders and partners, creating free media coverage across 66 key areas. This included city centre flashmob stunts, initiatives through large local employers, football clubs and charities. We also worked closely with hospitals, GPs, pharmacies, Fire & Rescue Services and council employees.

The results
The interest was phenomenal and led to Stoptober becoming the Department of Health’s most successful stop smoking campaign ever. It is now established as a high profile annual event that has helped thousands of people stay Smokefree.

Lighting up the night sky with heartfelt wishes

Sending sales of Costa Ice soaring

Providing cut through for Jeep on Black Friday

Changing behaviour across 33 London boroughs