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QUITPLAN Services
No judgments. Just help.

RAN IN: United States

CLIENT
ClearWay Minnesota/QUITPLAN Services

Marietta Dreher, Director of Marketing and Communications
Michael Sheldon, Communications Manager
Andrea Mowery, VP

AGENCY
Clarity Coverdale Fury *Lead Agency

Emily Hoyne, Associate Creative Director
Ian Simpson, Sr. Copywriter
Molly Hull, Associate Director of Brand Development
Diane Ethier, V.P. / Director of Traditional & New Media
Kathy Schlecht, Director of Interactive
Jenee Schmidt, Producer


HouseSpecial, formally Laika/house

Alise Munson, Brand and Media Strategist


SUMMARY

Smokers know the reasons to quit and want to quit, but quitting is hard. Being a smoker is hard, too. Every day smokers face judgment by the media, loved ones and the public. QUITPLAN Services responded by connecting with smokers using genuine empathy and a promise of No judgments. Just help. The brand relaunch campaign results were astonishing: Exceeding the objectives of promoting services and inspiring quit attempts, more people enrolled in QUITPLAN Services in the first four months of the new services (6,395) than in all of 2013 (5,922).

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Audience: Adult Minnesotans who use tobacco.

Objectives: Gain new customers

Type: Business to Consumer

Classification: Local

Language: English