The campaign was split into three stages and the creative reflected this: Pre-Quit–Lorraine invited viewers to join her. Our focus was therefore coverage in order to draw people in.Quit Day - The big day. Massive impact and coverage over one day. Post-Quit Ongoing diary entries. Importance was placed on frequency as opposed to coverage – the same people had to see/hear each diary entry to complete the journey.

We maintained peak season awareness levels out of season–a real first in this category. We also increased NiQuitin Lozenge sales by 40% year on year. In fact, the campaign was so successful we’re repeating it again Dec 04-Mar 05.