The Last Stop HSE
HSE Quit #TheLastStop
Although Ireland now has more quitters than smokers, those still smoking are harder to reach. Add that to HSE Quit’s challenging goal of making Ireland Tobacco Free by 2025 (<5% pop. smoke), and we were looking at a campaign target of tripling the reduction in smoking achieved to date in half the timeframe, with a much more hardened audience.
To achieve our goal we focused on speaking to those who had previously planned or tried to quit smoking, but failed.
And although this group have the willpower to quit, they often lack the tools and support needed to stop for good.
This lead us to our campaign – The Last Stop. No matter how many times you’ve tried to stop smoking, with the right help and support you can make your next stop the last stop.
In the TVC we hear recordings of real smokers share thoughts on their relationship with smoking, often side-stepping why they have yet to give up. We then challenge what these smokers say with the reality of what continued smoking means to them. The contrast between voiceover and visual reflects and echoes the experience of most smokers, underlining the strange denial with which they make the same excuses over and over, even though deep down they know there’s no excuse.
We also developed the idea for Quit Month, positioning March as the ultimate Last Stop for the smokers of Ireland.
This is underpinned by our key proof point, that “if you quit for 28 days you’re five times more likely to quit for good”.
The full TTL campaign runs across TV, VOD, Cinema, Digital Display, Social and Press from the 7th of January 2020.