CASE STUDY: Trusted magazines help smokers quit

Provided by Time Inc. UK
The Department of Health focus on the positive side of not smoking to achieve an impressive number of quits.
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What was the Challenge / Background of the Campaign?

The Department of Health decided to focus on the positive effects of a smoke-free life to family members. Highlighting the fact that children model themselves on their parents, copying not only their good traits and habits but also their bad ones, a multimedia campaign was launched. Using women's weeklies to target the core audience of loving mothers, a series of advertorials was developed showing kids copying funny parental behaviour. 47 000 successful quits were directly attributable to the campaign. Find out more...

What was the Campaign Objective?

The task was to reduce the number of smokers.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSmokers, particularly mothers
25 - 34
35 - 44
Female
Male
ABC1
C2
DE
Kids HH
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERS
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