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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


large and small events


Visits to the campaign's social media pages


individual media articles reaching an audience of over 315 million


registrations for support app