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.

4.8m
video views
22k
site visits over the campaign period
10%
of people who saw the campaign tried to cut down
8%
of people who saw the campaign started using an e-cigarette

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National Crime Agency — Money Mules

We increased calls to CrimeStoppers by 33% using trusted messengers to highlight the dangers of ‘Money Muling’.

Influencers / Paid social implementation / Paid social planning / Social media
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WRAP — Win. Don’t Bin.

We persuaded 5 million people to change their food waste behaviours.

360 comms campaign / Advertising / Content / Influencers / Media relations / PR
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