“Ex®: Re-Learn Life without Cigarrettes” Campaign
SITUATIONAL CONTEXT AND BUSINESS NEED
The American Legacy Foundation® (Legacy) is dedicated to building a world where young people reject tobacco and anyone can quit. The Foundation uses media campaigns, evidence-based programs and services, research, and grants to prevent smoking and help others stop smoking.
As part of their mission, Legacy worked with GSD&M Idea City to develop EX®, an innovative public health program designed to speak to smokers in their own language and change the way they approach quitting. The primary communications challenges facing EX® have been:
70% of current smokers want to...