Identifying the relevant audience segments to deliver government funded information and encourage participation in an official scheme.

We were tasked with growing the participation in the government funded Stop Smoking scheme across London Boroughs – our relationship is ongoing.

Activity was designed to drive measurable response and action across the recommended channels. Our approach allowed for the creation and delivery of ad messaging which was tailored to the audience and the stage they were at in their stop smoking journey.

We used digital paid media to move the target audience to the conversion phase of their journey by focusing on audience profiles which were identifiable through behaviours and demographics as potentially interested in quitting smoking.