QUITPLAN
Helping smokers quit without judgment.
Empathy is the best way to help a smoker.
For nearly its entire existence, we worked side-by-side with QUITPLAN Services in their effort to lower tobacco usage among Minnesotans. Through empathetic messaging, promotional quit-smoking challenges and a wide range of industry firsts – we were proud to help bring the state’s smoking rates down to a historic low of 16.2%.
Situation
Awareness of QUITPLAN Services was high, but enrollment was trending downward. With the launch of a new set of services, we needed to find a new way to speak to smokers.
Emotional Catalyst
No judgments. Just help. Though everyone means well, smokers are constantly judged for their highly addictive habit.
Solution
The No Judgments campaign created a tone that was rarely used in the anti-smoking realm: empathy. No lectures. No finger wags. Just judgment-free help to quit on one’s own terms.
Results
Record-setting sign-ups that helped bring Minnesota’s smoking rates to historic lows.
launched
