Campaign details
Brand: PfizerAgency: Ogilvy and Social.Lab
Description of the assignment
Pfizer Belgium wanted to encourage relapsed smokers to finally quit once and for all by becoming a true partner for them in the quitting process. Capitalising on Pfizer's existing smoking cessation support program and ultimately driving them to healthcare professionals who are able to prescribe Pfizer's product Champix.
The challenge
How to get smokers that relapsed multiple times, and thus became resistant to traditional anti-smoking campaigns, to find the motivation again to quit smoking? In Belgium, 20% of the population smokes (Source: Behaviour from smokers...