Problem
Adult tobacco consumption prevalence was 24.7%. Tobacco killed approximately 480,000 people every year in the US. In short, more people needed to engage in more quit attempts.
Insight
Our primary qualitative research revealed the transtheoretical model of behavior change (Prochaska’s Stages of Change), helping us understand an individual’s readiness for making behavioral changes. It’s a mental game with many hurdles.
Solution
We showcased a real tobacco user, we called him “Chuck” and what it takes to move from “not-ready-to-quit” to the “ready-to-quit” stage of behavioral change. In total, we produced 11 progressive TV commercials, OOH, radio, and digital “whatsupchuck.com.”
Results
The campaign increased call volume by 360%. As “Chuck” progressed through the stages, the “questions-only clients” decreased and calls from new “self-help and counseling clients” increased up to 500%. Additionally, 49.1% said they had seriously thought about quitting. 21.3% decided to quit as a result of this campaign. 32.8% decided to cut down their tobacco consumption.
