Role: Campaign Concept and Copywriter
Quitting tobacco isn't easy, but with the Wyoming Quit Tobacco Program it's a lot easier.
This campaign, targeting smokers in Wyoming state, took a more positive approach to quitting tobacco. We stayed away from imagery that shamed or scared smokers into changing their habits, recognizing that most people know they need to habit. The issue is how.
This example demonstrates our goal: give Wyoming smokers a burst of optimism, then give them the tools they need to take the next step toward finally quitting tobacco.