SDG3 target 3.a: Strengthen the implementation of the WHO Framework Convention on Tobacco Control in all countries, as appropriate.
increase in awareness
million online visitors
subscriptions to the Moi Sans Tabac challenge
Three fifths of French smokers said they wanted to quit the habit – but a dive into the numbers shows only 29% ever tried. There are a number of reasons why people have trouble quitting smoking, including the lack of urgency, strength of habit, perception of smoking as a social activity, fear of being alone and fear of failure.
It takes a huge effort to change these attitudes and behaviours and to create a collective challenge for quitters that gives them the best chance of successfully ceasing their habit.
We worked with the French national healthcare agency Santé Publique France to create a social movement campaign to reduce the gap between intention to quit and a final push to break free of smoking.
Such an ambitious project meant we drew on the expertise of several of our agencies to create an effective campaign. The strategy was to create a two-step communication programme. First, we launched the Moi(s) Sans Tabac (‘Me. One Month. Without Tobacco) challenge to invite smokers and their supporters among friends and relations to sign up to the movement.
Then we had to help coach and support French people over the hurdle of 30 days of Moi(s) Sans Tabac. The data shows that if a smoker can go 30 days without tobacco, they will be five times more likely to quit for good.
We used TV, outdoor, digital and social media for the promotional phase to highlight how to subscribe to the programme and the coaching tools. The campaign was amplified through a national roadshow featuring inspirational and helpful advisors and activities. We also struck a brand content partnership with the national channel France Télévisions and its daily show ‘Plus Belle la Vie’ - two well-known characters in the show embraced the challenge in a placement partnership.
For the second phase we assembled e-kits for quitters to download to give them support through the month. Radio spots, display ads, social media (owned and paid) and influencers, who shared their own effort to quit with their followers, all offered words of encouragement. To make the most of the TV show partnership 22 special web episodes were created for the ‘Plus Belle la Vie’ website.
By devising an easy-to-understand challenge with a wide array of supportive assets, we have helped thousands of people in their efforts to quit smoking.
During the launch month, awareness jumped 79% and the activity generated 1.3 million online visitors to tabac-info-service.fr. – more than four times the visitor number during the average month. There were 180,000 subscriptions to the Moi(s) Sans Tabac challenge.
127,000 supporter e-kits were downloaded and there were 887,000 trials to quit (276% more than a standard month).
Check out more inspiring examples of our work on SDG3.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The story of Siemens and a town’s energy blueprint for th...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.