Case Study: NHS Smokefree motivates parents to quit smoking with 22 Group

NHS Smokefree targets parents with 22 Group

The customer, NHS Smokefree, a national campaign helping smokers quit, faced the challenge of creating a marketing programme targeting parents as part of a top public health agenda. The vendor, 22 Group, was engaged to develop a campaign using behavioural change-based marketing to motivate this audience.

22 Group's solution was the "Miss out. No chance." campaign, which leveraged research showing that quitting for loved ones is a key motivator. They created poignant creative featuring fathers with their children and the message "don’t miss out on your family’s future," which was executed on posters and leaflets strategically placed in locations like football club locker rooms.

NHS Smokefree