NHS Wales Help Me Quit – Behaviour Change Campaign.

NHS Wales wanted to carry out a campaign to encourage smokers to give up the habit and adopt a healthier lifestyle.


Client: NHS Wales

Disciplines: Behaviour Change Science, Media Planning & Buying, Digital.



NHS Wales tasked us with increasing the visibility of NHS stop smoking services whilst achieving deeper engagement with the potential audience to drive behaviour change. NHS Wales outlined two distinct audiences that we were to reach with our content: those wanting to quit and change their behaviour, and those who regularly come into contact with people who smoke. But how did we cut through the visual noise that exists in today’s saturated world? By being brave and honest.


We devised and implemented a fully integrated marketing campaign made up of above the line and direct response advertising using a number of facets, including:

  • Behaviour Change Science
  • Creative
  • Messaging
  • Out of Home
  • Paid Digital (Social, PPC, and Programmatic)
  • TV
  • PR
  • Copywriting

Market research was key to creating this campaign. We targeted smokers of all ages, who had previously considered quitting smoking and who were open to behaviour change. We sought to understand which elements of marketing were most effective to these audience groups and how engagement would vary with channel selections. Understanding how perceptions change between different audiences and different messaging was key.

Our creative execution and advertising strategies were entirely bespoke ensuring the right message was delivered to the right people at the right time. The formats were managed, planned, and delivered using smart content and static paper applications.


The campaign window was relatively short (less than 12 months), so a highly concentrated strategy was needed that focused on awareness and getting people to the website and/or call centre. The outcome was a success and we delivered:

  • 4 million impressions
  • 1,455 form submissions
  • 18% post engagement increase
  • 30,000 page views