“THE FIGHTER”

Among Latinos, awareness that smoking kills is high, yet knowledge about how to quit is extremely low. They try to quit cold turkey, taking failed attempts as signs of weakness. They don’t know that on average it takes 10 attempts to quit for good. To encourage Latinos to continue fighting we looked for real quitting stories told by real ex-smokers. Each was an inspiring epic fight.

Empowering Latinos to tap into their inner fighter to take control of their health drove 3 times more onsite actions and delivered a cost per conversion that was 85% more efficient. But most importantly, we helped shift the conversation about quitting, protecting valuable lives.