STOPTOBER: This time, it's personal
Stoptober is an annual event by Public Health England which encourages smokers to give up for 28 days. We won the account for M&C Saatchi with the idea of making this national event a personal experience.
We created 28 days' worth of exclusive videos and text messages with four top comedians, all based on what participants would be going through psychologically and physically each day.
Instead of making one big ad, we made fifteen 20-second TV ads, featuring Bill Bailey speaking yak, Al Murray doing a #duckfaceselfie, Shappi Khorsandi waxing, and Rhod Gilbert extracting nose hairs with pliers. Every ad and all content was shot selfie-style as if the comedian had sent it to you personally.
215,000 smokers signed to Stoptober and received our daily support. Our campaign contributed to an IPA Effectiveness Awards Gold.