Wunderman Health / GSK: MyQuit

Nicorette, a nicotine replacement therapy brand, helped support smokers in the US on their journey to quitting by introducing a program on a mobile app.

Campaign details

Brand: MyQuitLead agency: Wunderman HealthRegion: North America

Objectives

Quitting cigarettes isn't just physically difficult, it's also full of emotional, social, and psychological barriers. Because of this, it often takes nine or more attempts before a smoker successfully quits. Willpower is not enough. Nor is nicotine replacement therapy. As quitters move through their quit journey, they need meaningful and timely support from ex-smokers who've traveled down this road. From our deep understanding of our consumer and the quitting process, five key learnings emerged:

  1. Quitters trust advice that comes from people who have walked in...

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