Get your Lunchmeat Underpants to go.

Client: Wyoming Department of Health Campaign: Free


Who doesn’t like free?

Just because everyone approaches a problem the same way doesn’t always mean it’s the best approach. That’s an insight we learned when we were asked to convince more smokers to use the Wyoming QuitLine.

The typical strategy for smoking cessation is to show people suffering from the all-too-real effects of tobacco and hope these horrors convince smokers to quit.

We chose a different approach. Because we uncovered an important but overlooked fact: in any given year, half of all smokers will try to quit. Almost 100% know they should, but a good 50% will try. And more often than not, fail.

So instead of trying to convince people of something they already knew, we positioned the QuitLine as the most successful way to quit because it offered free patches, free nicotine gum and free support. Then we delivered the message in a funny, quirky and unforgettable way.

Turns out the new approach worked.

Calls to the QuitLine increased over 90% compared to the same period the previous year. It was by far the highest percentage increase of any QuitLine program in the country.