Quitline - Quit for your pets
When you think about the behind the scenes crew of a fast-paced news team, you don’t think about people with sight loss. Which made it the perfect place to prove what’s possible when they have the right services behind them.
Quitline
Quit for your pets
Smokers are well versed on the harmful effects that cigarettes have on their health and the health of the people around them. While this is well understood, quitting for good can still feel like an impossible task. Looking to give smokers fresh inspiration to quit the pack, we took a new angle and showed them the effects the habit can have on unexpected members of their family — their pets.
New Zealand has one of the highest rates of pet ownership in the world, with these furry companions taking up a special place in our hearts. It’s this powerful connection and the unbreakable loyalty between a man and his dog that the campaign centres around – educating smokers on the little known fact that when you smoke around pets, they’re twice as likely to get cancer.
The spot quickly went viral. Making it to the front page of Reddit, The Daily Mail, LADbible and other publications worldwide.
The Awards
WOOD PENCIL - D&AD,
1x Gold & 1X SIlver - the Caples (UK),
3x Silver & 3x Bronze - Axis (NZ)
The Stats
top 10 most viewed ads on youtube
Highest site traffic ever recorded for quitline.org
29% Increase in sign ups
All done with $34k media spend
The Headlines
“New Zealand spot powerfully points out cancer risk” — ADWeek
“Anti Smoking ad from New Zealand is absolutely gut-wrenching” — Digg
“heartbreaking advert shows the terrible affects of one man’s cigarettes on his beloved dog” — the daily mail
