Department of Health: NHS Smokefree SMS Service

In this campaign, the UK government's Department of Health used behavioural change thinking to get people to stop smoking.

Department of Health: NHS Smokefree SMS Service

Kitcatt Nohr Digitas

The team

Phil Cragg, Flic Theobald, James Balmond, Caroline Fox, Adrian Robertson.

Other contributor:

Call Credit.

How did the campaign make a difference?

This campaign proved that great copywriting can inspire people to live healthier, longer lives. 6,025 smokers signed up for SMS support. After four weeks 1,211 (20%) of registrants were still smokefree.

What details of the strategy make this a winning entry?

The Txt2stop trial conducted by Dr Cari Free, from the London School of Hygiene and Tropical Medicine, showed that SMS support helped 11% of smokers to...

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