COI/Department of Health

A UK anti-smoking campaign from COI/Department of Health, which won bronze at the 2009 DMA Awards, is the subject of this short article.

COI/Department of Health

Partners Andrew Aldridge

THE TEAM

Paul Snoxell, Andy Todd, Carole Eppleston, Helen Sharp, Kate Waters, Bethan Williams, Elisabeth Smith, Hanisha Kotecha, Matt Olanda.Other contributors: Thing, Fuel data strategies, Agency Republic-Online.

WHAT IS WONDERFUL ABOUT THIS WORK?

Despite years of communication, many smokers reject NHS help. We made a brave shift away from rational claims. This decreased CPR by a third, equating to 23,725 incremental responses and 1074 successful quits over a year, and saving the NHS around £7.7 million: an ROI of 10:1.

OBJECTIVES

To generate leads for the NHS by increasing the appeal of...

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