Smoking cessation creative campaign
Challenge
To create a health promotion programme to boost awareness and engagement among long-term adult smokers with the smoking cessation services across Birmingham and Solihull.
Designing and delivering creative artwork and assets for out of home (OOH), digital and social media across the councils’ social channels and geographic jurisdiction, as well as creating a campaign website to inspire smokers to go smoke-free, and a script for a regional radio advert.
Solution
We first developed an engaging proposition for the campaign, creating the campaign tagline “light up your life.”
The focus was to highlight the positive health and wellbeing effects of going smoke-free, demonstrating how this can ‘light up’ your life, using uplifting language and imagery. Based on behavioural science principles, the simple, alliterative tagline was created as a memorable and positive twist on the common phrase of ‘light up’ a cigarette.
Next, we designed three routes to creatively display the “light up your life” concept. We then worked closely with Birmingham City Council and Solihull Metropolitan Borough Council to finesse the chosen design.
Once the campaign creative was signed off, we set to work delivering over 60 assets for the media campaign, designing adverts for a multi-channel, off and online campaign execution. This included a range of digital and printed out of home (OOH) billboards and adshels, as well as a series of posters, social media assets, a radio ad script and advertisements for bus interior and exterior placement.
All the adverts were designed to drive traffic to a stand-alone multi-lingual campaign website that we developed to direct people to a full suite of help and support for going smoke-free. The campaign website comprised an engaging homepage and two bespoke pages for residents of Birmingham and Solihull.
Impact
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Delivered all aspects of the project - from concept to delivery - in less than three weeks.
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Delivered over 60 brand assets for a multi-channel campaign, including; billboards, adshels, mixr panels, street hubs, inside and the back of buses, display ads, google ads, LinkedIn, Facebook, Instagram, Snapchat and TikTok.
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The creative was also used for pop up events with posters, leaflets, A-boards and banners.
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We developed an engaging script for a radio advert, which was delivered across the Midlands on the Global Radio Network
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Drove over 5,800 unique users from Birmingham and Solihull to the website
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21% of users came from direct traffic — this means they saw or heard our creative and went straight to the site.