There are over 12 million smokers in the UK. Many try to quit, but using willpower alone rarely works. The aim of the ad is to dramatise the different ways in which you can get off cigarettes. Smokers have seen lots of messages telling them to quit, so it was important to find an eye catching, different way to catch their attention.

The campaign was launched on 26th December (to capture the New Year quitters) and by 9th March (11 weeks later) it had generated circa 550,000 responses, 19% ahead of its target.