That’s the challenge smokers in New York City gave us. After all the anti-smoking advertising they’d seen over the years, our “suffering” ad campaign was the first one that had finally hit home. We made them see that it wasn't about dying from smoking, it was about how much they were going to suffer before they died. They were convinced to quit. But how? How could New York City help them? Technology became our answer. We built the NYC HelpMeQuit app based on research that showed if you could distract yourself for even just a few seconds when a craving hit, there was good chance the craving would go away and they’d slowly get less intense over time. It’s a small part of a very difficult journey, but it’s a good example of the thinking we do that’s outside of the advertising box.
It’s a slow and really painful death. Never thought about that, huh? Did we make them think? More calls than ever from smokers asking for help quitting says they did.
Patients don’t do it. We said “spend just one day”. One day to see what the top cancer doctors have to say. Buffalo listened. Lives are being saved, every day. That’s what you call really rewarding advertising.