QUITTERs are Winners!
Johnson & Johnson recently launched an extensive marketing campaign from end-June to mid-September to support its new health initiative. The Nicorette Quitters Campaign, a nationwide smoking cessation programme, is aimed at helping individuals overcome the physiological, psychological and behavioural issues of trying to quit smoking.
With motivation being one of the key factors in smoking cessation, the campaign focuses on social media to connect quitters with supporters to give them a stronger chance of success. This is done through a dedicated web site built on Facebook technology, guiding individuals through the different stages of their quitting process to keep them focused on their goal. Kicking the habit is no longer a solitary journey as quitters will be able to share online their trials and tribulations in trying to quit, as well as receive support from other quitters, friends and families. Participants are also provided with daily tips and advice, and can track their progress of how much they have achieved during the course of this programme.
The initiative will be supported by a special advertising campaign built around the theme "Join The Race To Quit". Depicting different run images, the 12-week campaign will extend across a wide range of print, online and direct mail executions. The theme is symbolic of the quitter’s challenging journey to smoking cessation, how it takes mental determination, physical endurance, motivation and emotional support to get to the end of the run, and where the desire to just give up can sometimes be very strong. The participant’s courage and success in embarking on this very challenging personal quest is celebrated with the Nicorette Quitters Run, the world’s first and only run to promote smoking cessation on 18th September 2010.