Getting America to quit tobacco with CVS
It usually takes one impactful moment - one good reason - to inspire smokers to put out their last cigarette. The health of their customers was CVS one good reason to quit selling cigarettes at their pharmacies. We asked customers what their one good reason to quit would be.
People often start smoking in social situations, but quitting is a lonely journey. We made quitting social.
Campaign Results
Post campaign launch 55% of consumers rated CVS as a “leader in health”
Among the B2B audience the ratings of CVS as a “leader in helping people improve overall health” increased by 40%. It’s rating as a “leader in health” rose by 17%.
We received 100 million social media impressions for #OneGoodReason and 3.5 million views of our branded content. We generated more than 30,000 #OneGoodReason posts across Facebook, Instagram and Twitter.
In states where CVS pharmacy has at least 15% market share, overall sales of cigarette packs decreased by 1%. That translates to 95 million fewer packs sold in the eight months after the campaign launch.
The campaign won a Gold North America Effie for its effectiveness.
The #OneGoodReason Campaign was an integrated campaign
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We set the empathetic tone of the campaign with a positive, uplifting commercial that told America “We just want everyone, everywhere, to breathe a little easier.”
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In-store displays, formerly used for cigarettes featured “Last Packs” - cigarette packs look alikes which contained a quit kit with discounts for nicotine replacement products and CVS
Health cessation program options. We also created “Candle Packs” that contained 10 birthday candles – one for each year gained by quitting.
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We wanted every smoker to feel the power of millions rooting for them to quit tobacco now. We tapped social media to engage all Americans to share their “one good reason” to live tobacco free. #OneGoodReason became a trending topic. A social media war room team monitored posts and responded instantly to those with significant followings, sending them
custom animated GIFs.
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An extensive digital campaign led by a YouTube masthead takeover, bloggers, rich media banners, and paid posts introduced the campaign and invited people to share their “One Good Reason.” We also used YouTube to share mini-documentaries of former smokers who found their “one good reason” to finally quit and used them to inspire the next generation of “quitters.”
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We communicated CVS Health’s bold action to professionals in the health category by placing print and OOH in places where they worked and traveled, in newspapers they read, and in their mailboxes.
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Item descriptionWe had a highly-visible public event in NYC’S Bryant Park, where we anchored a 60’ tall mechanical cigarette that crushed itself out during the day with smoke effects, and provided a dramatic backdrop for press interviews. Street teams handed out the “Last Packs,” and “Candle Packs,” and encouraged people to post photos of their “One Good Reason” to live tobacco free. A giant screen in the park premiered our new TV commercials, mini documentaries, and live feeds of the “One Good Reason” posts coming in from all over the country, including celebrities, U.S. senators and former First Lady Michelle Obama.