Case Study: Wyoming Department of Health boosts QuitLine calls with Sukle

Wyoming Department of Health boosts Quitline calls 181.1% with Sukle

The Wyoming Department of Health faced the challenge of reducing the state's high smoking rate. Their previous campaigns, which used graphic imagery based on best practices for tobacco cessation, were found to be ineffective, with only 0.5% of the target audience calling the Quitline. Vendor Sukle Advertising & Design was hired to provide research, creative strategy, and campaign execution to address this issue.

Sukle implemented a solution that broke from category norms by creating a funny and arresting campaign. Instead of focusing on motivation through fear, the new creative promoted the free nicotine patches, gum, and counseling available through the Quitline, emphasizing that it doubled a person's chances of quitting. This approach resulted in calls to the Quitline surging by 181.1%, accounting for 46% of the entire year's call volume during the three-month campaign.

Wyoming Department of Health