Creative Solution- Instead of an anti-smoking campaign that would marginalise them further, we created a pro-quitting campaign to help contemplators quit. I Quit was a social movement to salute quitters and their heroic accomplishment, a movement that got the larger public supporting them and talking about it.We had to make it a bottom up community movement, instead of a top down campaign, we chose real life ex-smokers as its heroes, and involved the community through a social media based nationwide movement of support for quitters, which guided them to the right methods and resources. It was the first time that any anti smoking communications had addressed the difficulties of quitting.

Every second smoker moved one step closer to quitting; our quitting success rate was 3 times the international average; and we achieved an ROI of 15.7.