TURNING SOCIAL MEDIA AGAINST JUUL
Statistically, most young people who vape are looking to quit, yet they lack resources as turning to parents or teachers could lead to punishment for using underage. This Is Quitting is a free text-based quitting service that discretely went right to the young adult’s phone. Through a series of TikTok challenges, we helped get the word out (13 BILLION TOTAL IMPRESSION INCLUDING USER GENERATED CONTENT) about TIQ. And normalized quitting by showing hundreds of thousands of young people starting to quit or living vape free.
ART DIRECTOR’S CLUB - WEBBY AWARDS - EFFIES X 2 - DAVID OGILVY AWARDS - CRESTA AWARDS - SHORTY AWARDSCase study showing the quitting journey we took teens on, from destroying their vapes, to getting help and celebrating living vape free.
Time picked up the story linking out to our campaign.
After normalizing quitting and providing young adults with a discrete text-to-quit service the next step was to demystify the quitting process by showing the first ever quitting journey broadcast live on social. Three influencers publicly quit vaping using This Is Quitting while giving updates to their millions of followers throughout the entire process.
Media directed at young adults to introduce the text to quit program. To date it’s helped almost half a million young people quit vaping.