Pfizer Consumer Healthcare
Overview
It is generally known that smoking causes many severe diseases. A stop smoking campaign has been created worldwide but stop craving of smoking is hard to do. In comes Nicorette, a gum that can help you stop smoking by replacing Nicotine in your body. However, it is prohibited in Thailand to advertise drug names.
We therefore came up with a campaign that employed smokers’ children as a trigger to quit and drive smokers to drug stores and ask for Nicorette.
The campaign objective was to drive smokers go to drug stores and ask for Nicorette.
Postcards were sent to children at schools asking them to write postcards to their parents / relatives to quit smoking. These were sent back to Nicorette, who send their postcards together with how to quit smoke leaflet to their parents / relatives.
Postcards are welcomed by children and therefore we can get messages across to smokers that if they want to quit smoking, they can easily walk to drug stores to ask for help in quitting smoking.