TONIC Untitled-3angle-up arrow-open-black arrow-openangle-up beakerbookcommunicationscommunications2 creativityhalftonehandshakehhealth instagramlinkedinright-arrowrsssigntonic_logo_whitetwitter

Creating a HighImpact Nonsmoking Campaign in Europe


The challenge:

Work with 27 European Union (EU) member states to develop a coherent and innovative campaign to encourage smoking cessation.

The solution:

Create high-impact, integrated campaign which attracted attention by focusing on the positive aspects of potential new behavior, instead of the negative consequences of smokers’ current habits.

Drive news and feature coverage through securing ambassador and celebrity support from all markets and partnering with FC Barcelona, European Respiratory Society, European Lung Foundation and key national NGOs.

The Results

91

large and small events

1M+

Visits to the campaign's social media pages

862

individual media articles reaching an audience of over 315 million

152K

registrations for support app