The Mother Of All Problems:

Smokers don’t want anyone telling them to quit. Especially in an ad.

The Solve:

Shut up and let smokers do the talking.

The most challenging communications problem imaginable: convince hardcore, low-income smokers to quit. With advertising. The solution? Shut the hell up and listen. We asked real smokers to write “Dear Me” letters to themselves about smoking. Their walls came crumbling down, and the results were powerful.

+300 %

In quitline calls