The Reasons

After smoking tobacco products per day declined significantly, Florida’s smoking incidence plateaued. Tobacco Free Florida needed a compelling message to target smokers aware of their habit’s health risks, but who fear the cost of losing their stress-relief. We turned this loss aversion in our favor, getting smokers to see how much continuing to smoke costs them financially. After an initial drop in incidence, we targeted remaining entrapped smokers with smoking’s emotional costs to achieve a second drop. 
Florida’s smoking incidence fell 19.3% over five years, outpacing national reduction rates.

Effies USA 2023 Silver (3+ Years Sustained Success)

More Work