Utah Department of Health

Many folks try to quit smoking for their kids—including, we hoped, their furry and feathered ones.

The ads had more than an 80% completion rate online and tested as the #1 most effective tobacco cessation messaging in America among young adults. During the campaign, visits to waytoquit.org tripled, and time spent on the site doubled. Tobacco Quit Service enrollments, both telephone and online, also increased 30 percent.

Creative director, co-copywriter