Use the Right Tool

Most people who use nicotine already know the reasons they should quit. The challenge isn't convincing them to stop—it's helping them understand how to quit successfully.

Our insight was that quitting without support is a lot like tackling a difficult task with the wrong tool. It can be frustrating, ineffective, and sometimes feel impossible. So we created a campaign that compared everyday situations where the wrong tool makes a job unnecessarily hard, reinforcing the importance of using proven quit resources like nicotine replacement therapy, coaching, and support programs.