Client: No Smoking Day
PR team: Frank PR
Timescale: March-June 2010
Charity No Smoking Day asked Frank PR to create a social media presence that would allow smokers to take the challenge to quit throughout the year.
- To turn the challenge of giving up smoking into a tool to engage consumers
- To drive long-term awareness and allow users to interact with their peers.
Strategy and plan
When tackling the 'quitting smoking' issue, many brands have tried to scare the consumer either in health or financial terms. But Frank PR decided to position it a fun experience. The agency created a Facebook application called WeQuit allowing users to declare their quit attempt to their friends, and rewarded them for positive behaviour with videogame-style medals. The app also encouraged users to share their successes with Facebook friends.
Measurement and evaluation
The WeQuit application featured on news sites, women's media portals, consumer tech sites and trend/media blogs. It also featured on websites in America, Brazil, Portugal, Pakistan, Argentina, and Spain.
On No Smoking Day, the #WeQuit hashtag was used more than 300 times on Twitter, WeQuit had over 3,000 unique visitors, and more than 1,000 people added the application. Three months later the application was still being downloaded.