How Tata Trusts’ #DontQuitQuitting Campaign Reshaped Perceptions About Smoking Cessation
About
Tata Trusts, one of India’s oldest philanthropic organisations, is dedicated to addressing pressing societal challenges through impactful initiatives. With a mission to create awareness and inspire behavioural change, Tata Trusts consistently pioneers campaigns that touch lives and drive meaningful action.
The Objective
Tata Trusts sought to challenge the deeply ingrained belief among smokers that quitting is unattainable. The goal was to raise awareness about the struggles of quitting smoking and inspire smokers to persist in their efforts to quit, reshaping the narrative around quitting as a journey rather than a single act.
Our Approach
- By conducting in-depth research, we identified a key insight that people rarely take PSAs seriously that often fail to resonate with the audience.
- We decided on an unconventional approach to pique people’s interest and drive home the message effectively.
- Instead of simply highlighting risks and asking people to quit, we created a film which portrayed a raw and honest story of the personal struggles that people experience when they try to quit smoking.
- By compassionately shedding light on the issue, the campaign motivates people to stay persistent so they #DontQuitQuitting.
The Challenges
Our research and social listening findings revealed that while many smokers initially attempt to quit, most end up relapsing, leading to a widespread belief that quitting is unattainable, a fact that is far from the truth. The awareness around this was very less and that was the major gap the brand felt existed within the minds of the audience.
Results
faster
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500
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Year Over Year
faster
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300
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Year Over Year
faster
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speed
200
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Year Over Year
