3 Monkeys nets anti-smoking job

The firm behind NicoTest, a do-it-yourself DNA test designed to help smokers kick the habit, has drafted in PR agency backing for a campaign to build brand awareness among GPs, retailers and the public.

The firm, g-Nostics, is using 3 Monkeys Communications to promote NicoTest, which it hopes to get on sale over the counter within six months. It is currently only available via the internet.

The NicoTest analyses a DNA sample provided by would-be quitters and, it is claimed, can tell smokers how they would respond to nicotine-replacement therapy and other treatments.

A media campaign targeting GPs, pharmacists and the retail trade press will kick off within weeks, with news-hooks being occasions such as Valentine’s Day.

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