Auckland full-service digital agency Young+Shand and Auckland-based workforce training adviser Inspiring Ltd have combined for an anti-smoking campaign – StopTober Let’s Kick Butt Together.
“Stoptober is an opportunity for smokers to give up cigarettes and go smoke-free for 31 days in October,” says Y+S CD TimWood. “But as we all know, quitting smoking is extremely hard to do.”
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“Tapping into the insight that quitting is easier when you have other people supporting you, Inspiring Ltd and Young+Shand are seeking to encourage smokers to get their friends, family members and co-workers to write them messages of support, which will then be used as motivation to help them stay on track and kick the habit.
The campaign has been launched with an online video promoted through Facebook, and running as prerolls on Youtube and On Demand sites. The video is supported by outdoor, and is further extended using a series of success stories from people who have quit smoking.
The campaign also features a series of humorous videos across social media with comedians talking about giving up smoking for October. To anchor the campaign and encourage enrolments, Young+Shand also redesigned the website allowing each and every person to personalise their page with messages of support.
“Telling people they should quit is pointless because smokers already know that they should,” Shand says. “So instead of repeating the same old message and telling people to quit, we set out to actually help them do it. By building a sense of community and personalised support our aim was to give smokers the confidence that they could actually quit smoking for good.”
Inspiring Ltd consultant Anthony Dentice said: “Young+Shand embraced the challenge of StopTober NZ 2016 with a high level of enthusiasm. They showed that they shared our vision and understood that good strategy linking to innovative executions would be absolutely necessary for success. It is not a Stoptober campaign you create – it’s a movement.”
StopTober coordinator Jasmine Graham said: “Having Stoptober run for its third year in New Zealand, we had a very specific target that we needed to reach compared to the previous years. Young+Shand were able to develop respectful and culturally sensitive, yet attractive and relevant messaging and images that lined up perfectly with our kaupapa.
“Young+Shand are an amazing group of people. The office just oozes with talent and I have had the pleasure of working very closely with some of the team there and I am delighted with their professionalism and dedication to Stoptober.”
Agency: Young + Shand
Production: Fish N Clips
Director: Petra Cibilich
Creative Director: Tim Wood
Producer: Tulsi Bramley
Producer: John Knowles
Senior Art Director: Genevieve Chunn
Senior Copywriter: Daniel NelsonSenior
Account manager: Jaimee Brooking
Senior Account Manager: Marcelle Ruffin
Other credits/Clients: Jasmine Graham, Anthony Dentice, Merata Snedden.
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