ClearWay

ClearWay

ClearWay Minnesota (Anti-Tobacco)

Case Study

Client:
QUITPLAN Services

Clarity Coverdale Fury’s efforts with tobacco control group ClearWay Minnesota have spanned over 15 years. We have a history of creating dynamic and engaging content within the tobacco control industry, building strategies to cater to consumer behavior and actions regardless of platform.
We are thrilled our work has been so successful that a handful of other states adopted it as their tobacco control creative. And, we were honored to receive word that the Centers for Disease Control (yes, the CDC!) piloted our campaign in 28 markets beginning earlier this year. We are eager to hear of the results nationally.
We believe in behavioral change for the good and QUITPLAN Services is a shining example.


Challenge:
QUITPLAN Services enrollments for smoking cessation programs were down.

Insight:
Smokers knew they should quit and wanted to quit, but often felt they’ve “tried everything.” Our research showed the average tobacco user is tired of being constantly judged for their highly addictive habit.

Solution:
In 2016, we created a tone rarely used in the anti-smoking realm: empathy. The campaign, ‘No Judgments. Just Help’ reminded smokers of the negative feelings around them, but presented the brand as an empathetic partner. We also created a real-life lab for testing what services were effective.

Channels:
Broadcast TV, radio, train wraps and interiors, billboards, restroom ads, check-cashing sleeves, mobile and online banners, refreshed website, and social

Media strategy:
Clarity Coverdale Fury developed a proprietary data analysis method to identify ‘Hot Zones’ in Minnesota, geographic locations where target audiences were more like to reside. The exercise examined 11 data points identifying 30 Minnesota counties (of 87 total) accounting for 54% of the state's smoking population. This knowledge allowed us to reduce media in areas with fewer smokers, concentrating resources and message frequency within these "Hot Zones". After adjusting for media spill in metro areas, this strategy allowed us to reach 79% of the state's population of smokers with significantly higher frequency.

Promotional strategy:
We designed the QuitCash Challenge, a complementary promotion designed to increase quit attempts. The QuitCash Challenge reinforced the creative campaign by providing extra incentive for quitting. Participants registered online, opting for a selection of tailored quitting help (phone, quit guide, email, text, social media support, free patches or gum) and then quit for a month to be eligible for the $5,000 prize.

Timing and Budget:
Campaign created and aired in 2016 with a media budget of $1.7M

Campaign results:
• 170% increase in tobacco users served versus the prior year
• Highest number ever for QuitCash challenge registrants
• Five states have implemented the campaign for their own tobacco-control efforts
• The National Centers for Disease Control piloted our campaign in 28 markets across the US from February to May, 2017. The campaign will be evaluated and results revealed late in the year. We are encouraged by positive results in our home state using the key insight of empathy for the individual smoker.

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