With motivation being one of the key factors in smoking cessation, the campaign focuses on social media to connect quitters with supporters to give them a stronger chance of success.
A dedicated web site www.nicorettequitters.com.sg guides individuals through the different stages of their quitting process to keep them focused on their goal.
Kicking the habit will no longer be a solitary journey as quitters will be able to share their challenges whilst receiving support from others on the fourm.
Participants are provided with daily tips and advice, and can also track their progress.
The Nicorette Quitters initiative will be supported by an advertising campaign built around the theme of 'Join The Race To Quit'. The 12-week campaign will extend across a wide range of print, online and direct mail executions.
The campaign will also include the 'Nicorette Quitters Run' which will take place in September.
Credits
Client Johnson & Johnson
Project Nicorette Quitters Campaign
Creative agency BBDO/Proximity Singapore
Art director Pebble Goh
Copywriter Chew Shing Sian
Digital creative director Marlin Noie
Media agency OMD
Media planner Galvyn Liu
Public relations agency Dunbar-Jones & Associates
Exposures Online, direct marketing,point-of-sales, print, radio
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