Nicorette | Join the Quitters | Singapore

Joined with BBDO/Proximity Singapore, the campaign encourages smokers to “kick the habit” and pass the message on.

The Join The Quitters application in Facebook allows users to set a quit date and pledge against smoking. It also provides tips and quitting aids. More importantly, it asks for non or ex-smokers to actively help others.

“The power of peer pressure is harnessed in this campaign - and will have a longevity that will run and run, way beyond the campaign duration. A further plus point is that success of this campaign is fuelled by the quitters and their support network and not by media investment,” said Jonathan McKenzie, the creative director in BBDO/Proxmity Singapore that help develops the campaign.

According to a research done by the agency for this project, a smoker on average attempt to quit smoking 7 to 8 times in his or her lifetime. However, many failed due to lack motivators around the smoker. Hence, here is where social media comes into play.

Vic Sithasanan, general manager of BBDO/Proximity Singapore, added, “Most importantly we have created a social support eco-system around the Nicorette brand with voluntary advocates aiding our vision of a smoke-free Singapore.”

Nicorette is a nicotine product brand to substitute tobacco usage.







Credits:
Project Join the Quitters
Client Johnson & Johnson
Creative agency BBDO/Proximity Singapore
Digital creative director Jonathan McKenzie
Senior art director Edwin Poh
Copywriter Eve Aw
Technical producer Owen Mayer
Flash developer Murtuza Topiwalla
Exposure Online