Public Health England: Stoptober 2016 Facebook Messenger Bot

Public Health England, an executive agency of the Department of Health in the UK, created a quit smoking Messenger bot to help smokers stay on track to quitting during Stoptober.

Campaign background

If you can quit smoking for a month, you're five times more likely to quit for good.

After four years of Stoptober, the brand needed to create an innovative - and cost efficient - new support tool.

Strategy

Stoptober was developed in 2012 as an annual marketing intervention that draws on behavioural science to encourage and support smokers who want to quit.

In its fifth year, and with a need to make cost efficiencies, OgilvyOne were tasked with keeping Stoptober relevant to their audience by reaching them in the channels they use now.

Smokers develop situational cravings for...

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