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%.
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.
Even though everyone means well, smokers are constantly judged for their highly addictive habit.
In true collaboration between QUITPLAN and CCF, we created a tone that was rarely used in the anti-smoking realm: empathy. No judgments. No lectures. No pressure. Smokers welcomed this new approach with a renewed drive to try quitting on their own terms.
Connecting smokers to the services they need to finally quit.
Helping more Minnesotans than ever get health coverage.