HSE QUIT

This case describes a campaign in the Irish Republic that took a fresh approach on a reduced budget to persuade at least 10% more smokers year-on-year to quit their habit.

HSE QUIT

Cawley Nea\TBWA and Mediavest

Introduction & Background:

Tobacco, as far as we know, is the only product on sale today in Ireland that will go on to kill half of all its users.

Every year, approximately 6,500 mothers, fathers, brothers, sisters and friends will die in this country, directly because of smoking1.

While it is impossible to put a price on this loss, we can put a price on what smoking costs the Irish health system. Data from the World Health organisation (WHO) says that in developed countries, between 5-15% of the total health budget is...

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