NATIONAL HEALTH SERVICE NHS
USING FOOTIE TO HELP PEOPLE KICK THE HABIT

Smoking kills. And yet it isn't easy to communicate this simple message. We can't guilt trip or preach. The pedestal and soap box are off limits. Focusing on the negative turns people off. A positive spin opens the door. Football is a key interest in the largest demographic of UK smokers. This was our opening. Let's get people to join and support the club – Smokefree United.


 

 

 

 

 

 

 

 

 
 

 

 

 

  
 

 

 

 
 

The fully integrated Smokefree United campaign had multiple layers of functionality. Firstly, it leveraged the passion for, and tribalism within, football. People wanted to join the movement AKA the club. Secondly, we could show how stopping smoking would literally benefit players of the game. Thirdly, we had access to famous ex-footballers and Talk Sport. These guys became the mouthpiece for the message and people listened. No preachy issues. The website was the interactive hub of all things Smokefree United.