Positive Change is Serious Business.

We used memes to convince 49% of smokers who saw our content to take action to stop smoking.

The details.

Cancer Research UK
The Right Tools
The brief

Raise awareness of proven ‘quit smoking’ tools amongst routine and manual workers.

How we made positive change

Smokers often try to quit ‘cold turkey’ despite this being the least effective method. To change this behaviour, we employed the principle of “idiosyncratic fit” to drive an ego-centric motivation – the idea that people feel they have an advantage if they use “the right tools for the job”. We lent into online memes of people using the ‘wrong tools’ to direct our audience to CRUK’s tools.

What we delivered
  • Advertising
  • Behaviour change
  • Content
  • Social media

Impact in numbers.

video views
site visits over the campaign period
of people who saw the campaign tried to cut down
of people who saw the campaign started using an e-cigarette