Quit & Get Fit Campaign — Ontario Lung Association

The Challenge: Encourage young men to use exercise to quit smoking.

The Ontario Lung Association's goal was to show a real option to smoking to a large target group – males age 19 to 29.   

Our Solution:

The Quit & Get Fit campaign emphasizes the value of fitness and physical activity for young men trying to quit smoking. The program vigorously promotes the concept and offers a free course of personal training at GoodLife Fitness Clubs in 12 communities in Ontario to some 240 participants who embarked on a Quit & Get Fit routine. Gabor delivered that message by means of: 

• a cheeky viral video posted to YouTube (26,000 views and counting) and then re-purposed for paid broadcast and PSA use* 
• a Quit & Get Fit YouTube Channel, Facebook fan page and microsite including online registration capability and interactive polls 
• an iPhone app with fun golf and hockey games that encourages smokers to take a deep breath instead of having a cigarette* 
• traditional and social media releases that promote the campaign province-wide, bolstered by effective to-the-point media
• training for Ontario Lung Association spokespeople who granted numerous interviews 
• paid media buys online (Facebook, YouTube Ad Network, Gorilla Nation), broadcast (Sportsnet), print (Zoom washroom ads) and sports sponsorship placement (Toronto Rock Lacrosse Team) all chosen to hit the young male target audience 
• additional targeted media buys such as community newspapers and PlentyOfFish dating site.      

Results:  

The reach and impact of the campaign exceeded all expectations – especially the reach of the social marketing initiatives. 

Paid and earned marketing generated a reach of more than 63 million impressions.

Here are some responses:

"I am doing great! 2 weeks today! Going strong and not letting up. Thank you so much for allowing me into your program."

"I have been 5 weeks cigarette-free as of yesterday! I know I couldn't have done it without this program."