This pitch-winning idea made a national event personal, with 28 days of support via videos and texts based on what quitters would go through psychologically and physically each day, which Matt wrote with the comedians. Instead of one big TV ad, there were 15 short ones in a selfie style so it felt more personal.
A quarter of a million sign-ups • IPA Effectiveness Gold • Discussed on ITV News, This Morning and Loose Women
Some of the content smokers received
A few of the TV spots
RADIO
Role: Creative/Writer
Agency: M&C Saatchi
Director: Victoria Pile
Production: Sneezing Tree