Quitting smoking is one of the toughest things that someone will ever do. This is why the Wyoming Quit Tobacco Program exists: to help smokers get the help and resources they need to quit. Quitting smoking is never easy, but with the right tools and education about the effects of smoking and secondhand smoke, it’s a heck of a lot easier.
A positive approach to quitting
While many brilliant campaigns have been done for the Wyoming Quit Tobacco Program, we felt the foundation could use a facelift. We worked with the existing brand assets to wrap a foundation around it so Wyomingites could begin to see and appreciate the program behind the quitline. Our approach was to shift the focus from scare tactics and negativity and portray the program as a positive, welcoming and non-judgemental organization who cares about you and your health. Showing smokers that the program offered genuine understanding, compassion, and help. To uphold this value, we combined elements such as quit coaches, personalized quit plans, and free gum and patches into a cohesive and clear brand book for use by the Wyoming Department of Health.
Campaigns that make a difference
At the beginning of this project, we conducted research and focus groups on behalf of the Wyoming Department of Health, and in partnership with Wyoming Survey and Analysis Center at the University of Wyoming. These focus groups allowed us to better understand how smokers generally react to anti-smoking advertising and helped us hone in on how to best communicate our quit smoking messaging. The result? An informed ad campaign that is moving the needle. We turned the word ‘quitting’ into something to be proud of and showed quitters as heroic icons while bringing the iconic green of the program to life.
We believe that relationship is the foundation to real change, which is why we chose to bring the Wyoming Quit Tobacco Program to doctor’s offices all over Wyoming. This is where smokers and their physicians have the conversations that launch them toward a smoke-free life. To increase ease of use, we created a boxed system full of resources designed to help someone quit tobacco, including program brochures, marketing materials, and even mints. Not only were these great tools for the doctors seeking to start conversations with their patients, but they also gave recipients the information they needed to talk to their doctor about medications and quitting strategies.
This is such a cool project to work on because we aren’t selling a widget. We are selling a change of lifestyle, which is huge. We aren’t talking to the faceless masses as much as we are talking to our friends, family members and neighbors throughout the entire state.Katie, Senior Project Manager