WiTH Collective was asked by Pfizer to develop an approach for their prescription quit smoking aid, one that would be an evocative experience for smokers and non-smokers alike. In response, "The Reverse Intervention" featured 6 non-smokers who were re-educated regarding their views on smoking.
more Australians visiting their GP to quit
Non-smokers were too ill-informed about the difficulties of quitting smoking. This was due to their superficial understanding of nicotine's addictive quality. In that case, they would nag smokers they know, instead of providing emotional support, and it is this behaviour that adds to the cycle of failure.
"The Reverse Intervention" shifted the spotlight to 6 non-smokers who then had their perspective on smoking challenged. Following this, they were re-educated by a smoker in their life and a GP. They viewed emotional content that encouraged both smokers and non-smokers to quit together, be it nagging or smoking.
The outcome of this experience saw an added 238,000 Australians visiting their GP to quit. In other words, the proportion of smokers who sought after the support of their GP for their next attempt to quit rose from 14% in mid-2017 to 22% in mid 2018.
Call of Duty: Fuel up for Battle
Original Game Development: The Chaotic Co-op Moving Simulator!
KFC Gaming Bucket
Connecting gaming to commerce
ViiV Healthcare: Delivering Unique Customer Journeys
ViiV is focused on building customer experiences for healthcare professionals and patients. With the amount of digital noise that physicians hear every day, the client needed ...
A digital partnership breaking the rules of the category
Jaguar Kicking Goals
Using the power and culture of sport to drive brand growth and sell cars in a consistent declining luxury car market with tiny budget: Jaguar, Dentsu X, MKTG and Melbourne Football club score bi...
Big4 Digital Experience
Partnering with BIG4, Isobar produced a digital content platform to elevate your experience booking a local getaway.
BWM dentsu: If it’s not genuine, it could be from anywher...
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.
BWM dentsu: Remove the barrier – The Dylan Alcott Foundation
People with disability are twice as likely to be unemployed as their able-bodied counterparts. All because of a barrier we can’t see – the unconscious bias of employers.
BWM dentsu: Homeless Delivery - Deliveroo
95% of homeless Australians own mobile phones, but don’t have access to food.
We created a ‘Donation Tile’ in the Deliveroo app that allowed Homeless recipients to order free meals direct...
BWM dentsu: The Golden Nugget – Bowel Cancer Australia
Bowel cancer used to be an “old person’s” disease but it’s now the deadliest cancer among young Australians.
To get their attention and teach them the value of checking their poo, we crea...
BWM Dentsu: The Boxing Day Presale – Latitude Financial S...
Boxing Day is Australia’s biggest sales day. It’s also the busiest.
To launch Latitude’s new Low Rate Mastercard before Christmas, we helped customers beat the crowds by bringing Boxing D...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
Transforming the role of retail
Disrupting the sports consumer industry
Enhancing the buzz of playing the lottery online
Transforming the way people travel the world