NATIONAL HEALTH SERVICE NHS
USING FOOTIE TO HELP PEOPLE KICK THE HABIT
Category
Design
Location
UK
Smoking kills. And yet it isn't easy to communicate the message. No guilt trips or preaching. The pedestal is off limits. Negativity a turn off. Positivity wins. Football is popular amongst the largest demographic of UK smokers. Let's get people to join and support the club – Smokefree United.
Solution
The campaign was multilayered . Firstly, it leveraged the passion and tribalism within football. People wanted to join the club. Secondly, we could show how stopping smoking raises their game. Thirdly, famous ex-footballers and Talk Sport became the mouthpiece for the message. People listened. The website was the interactive Smokefree United community hub.