Case Study:
Wyoming Quit Tobacco

Client challenge

The journey of addiction

Smokers are acutely aware of the health risks associated with tobacco and nicotine use. However, they face a formidable challenge: addiction, which alters brain chemistry and creates internal obstacles like doubt, insecurity, and loneliness throughout the quitting process. Prior unsuccessful attempts can further amplify these challenges, making the prospect of quitting feel overwhelming.

Smokers know
the risks

North
Star

Smokers want to
feel undestood

Strategy

Emotional Over Factual

The north star

Validated through concept testing, our approach centered on a powerful, empathetic storytelling campaign that celebrates the inherent strength required to quit tobacco. Highlighting diverse Wyoming residents, including American Indian and Hispanic individuals, the campaign also incorporated Spanish-language assets.

Recognizing that unaided cessation attempts are often less successful, our strategy directly addressed this challenge. By emphasizing that seeking support is a sign of strength, not weakness, we reinforced the message that the WQT program triples the likelihood of quitting successfully.

Execution

Getting the message out

Broadcast TV, CTV, Billboard, Programmatic Digital, YouTube, Location Retargeting, Web Retargeting, Social, OOH (posters), Radio

Included American Indian-specific assets as well as authentic Spanish-translated assets.