Stoptober - This Time, It's Personal

  • Matt Roach

Stoptober is a national event that encourages smokers to quit for 28 days. This pitch-winning idea made it a personal experience, with 28 days of support via exclusive videos and texts which I co-wrote with four top comedians. Everything was based on what quitters would be going through psychologically and physically each day. Instead of one big TV ad, we made 15 short ones, all shot selfie-style for a personal feel. Almost a quarter of a million smokers signed up. The campaign was discussed on TV including ITV News, This Morning and Loose Women and it won an IPA Effectiveness Awards Gold.