Tobacco Free Florida - Case Study

Tobacco Free Florida

Case Study

  • TV/Video
  • Experiential
  • Social Media
  • social content

After lowering smoking prevalence in Florida to among the lowest in America, Tobacco Free Florida (TFF) had an even tougher challenge: persuade remaining smokers, who tend to see smoking as an indulgence, to attempt quitting. TFF’s cessation program is a keystone for quitting success. Exposure to the program’s message drives smokers’ openness to quitting. Ironically, it’s a program that fails more than works. How so? Data shows the average smoker "fails" 8-11 times before quitting. That’s why “Quit Attempts” is the crucial KPI. Over the past 3 years the campaign’s awareness was above 90% and quit attempts more than doubled.