Quit Partner

Inspiring quit attempts by acknowledging “sometimes quitting sucks”

A woman with short, dark curly hair sits at an orange desk against an orange background. She wears a dark teal suit and is looking straight ahead.
Quit Partner logo. All lowercase in dark teal with yellow and orange accents.

Quitting is easier said than done

In a category crowded with decades of quit messages about why and how to quit, Quit Partner needed a new, powerful way to connect.

A teen boy and girl are overly expressive as the boy throws a vape into a trashcan in a city park. Caption on the image says, "This is nonsense. Please don't throw vapes in the trash."

Situation

574,000+ Minnesotans use nicotine and don’t believe other people truly understand how difficult quitting is. On top of that, Quit Partner offers Minnesotans free tools and support to quit nicotine, but after launching in 2020, brand recognition was still quite low.

Emotional Catalyst

We know just how easy quitting isn’t.

Solution

The campaign was built on a simple truth: telling someone to quit is easy—quitting is the hard part. So we took the comments nicotine users hear on repeat and flipped the script with a little understanding and a lot of empathy. And then we showed up in the moments and places they live—from digital environments like YouTube to point-of-purchase screens at gas station checkouts (and plenty in between). Every touchpoint delivered the same tone: No finger-wagging. No lectures. Just empathy for the struggle and a reminder that free support is available whenever they’re ready, through Quit Partner.

Results

Since launching in September 2025, the campaign has had great success – all with a little refreshing honesty.

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overall impressions
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clicks to website
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leads for services
A man and woman stand outside next to a charcoal grill. They are overacting as they high five after throwing a pack of cigarettes onto the grill.
A variety of flat campaign assets in orange, yellow and teal. They each say a different quote. "Just quit on New Years," "Quit for your baby," "Quitting just takes willpower," "Just stop smoking," "Just don't vape anymore," "Quit for your health," and "Don't you want to quit for your kids?" all followed by "is easier said than done." with the Quit Partner logo
“Easier Said Than Done”
Woman dancing in living room listening to music

Wings Credit Union

A couple standing at a bassinet in a private NICU room looking down at their newborn baby as the space transitions from a blueprint to the real thing.

Altru Health System

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