People Like Me - campaign overview
From the smoker who couldn't make it up the stairs but ended up climbing Kilimanjaro to the heart patient whose daughter begged him to quit...Fresh pioneered the UK's first stop smoking campaign celebrating the inspirational real life stories of people from all over the North East.
We localised the campaign to each Local Authority / PCT area so that local people saw former smokers who lived in their local area.
The campaign ran in Autumn 2009 and resulted in 7,700 engagements with smokers, with 2,700 seeking NHS help to quit. Fresh organised radio adverts, posters, door drops and field marketing, as well as PR.
It was seen by around a quarter of the North East's 430,000 smokers and 36% said it had made them more likely to seek NHS help to quit in the future. It was shortlisted for Best Social Marketing Campaign in the 2010 Association of Health Communicators Awards.
Download the People Like Me Campaign Briefing.