Smokers are less likely to try quitting, if they didn’t succeed the first time
Everybody knows that quitting smoking is incredibly hard. A recent study also showed that nine out of ten ex-smokers have used more than one attempt before succeeding. So why do we have the notion that we have to succeed the first time we try to quit? We don’t do that with other difficult things… But what if we did?
Challenge
Practice makes perfect
This became the focal point of the campaign, where we showed that, just like with other things, quitting smoking takes practice. And with every try, you’re closer to a life without cigarettes.
