Our idea was to save money that would have been other wise spent on media placement to create anti-smoking awareness and replace it with real life solutions that are more beneficial to smokers like guiding smokers to health-cessation clinics or giving them advice regarding their situation and investing money in the places that matter and will have the biggest effect like clinics and health centers. And then announce this solution to the public to show that we still care but we changed our way of thinking and our strategy in tackling this public health topic.

Instead of the traditional campaign launch, we want online with a video of the Health Minister stating that campaigns can’t help anyone quit smoking, only they can do it. So instead of awareness campaigns and fluffy talk, the money that was usually spend on advertising will be used to support smokers be it in health cessation clinics or anywhere else if they need.

The video was shared online with a hashtag in Arabic meaning: #Canceling_anti-smoking_Campaign.

Our campaign became a nationwide success mobilizing people and organization to join the cause. Careem for instance gave discounts and free rides to anyone going to smoking-cessation clinics. Other brands, celebrities, influencers and even famous football clubs in Saudi took our message and starting sharing it with their fans and followers, giving us more exposure and reach.

In no time, our campaign reached the media (like MBC & Alarabiya channels) and was showcased in news and talk shows who amplified our message further.

The cherry on top was the amazing results in the form of a 231% increase in visitors of cessation clinics compared to 2016 and a staggering $6 million in earned media all while investing 0$.