No Judgments. Just Help.

It’s no secret that almost 70% of smokers want to quit and have tried multiple times to break the habit. Minnesota’s free tobacco cessation program launched a whole new offering of quit smoking tools and resources. So it was only natural that we used the opportunity to launch a whole new way of speaking to smokers.

By acknowledging a very simple insight, namely that the average tobacco user is tired of being constantly judged for their highly addictive habit, we created a tone that was rarely used in the anti-smoking realm: empathy. The entire campaign was built around the moments of judgment and dirty looks a smoker deals with every day – all paid off by the Quitplan Services promise of, “No judgments. Just help.”