Campaign for a tobacco cessation helpline.
In 2021–22, the Massachusetts Department of Public Health launched a public awareness campaign for 1-800-QUIT-NOW, a helpline assisting citizens in changing their nicotine use habits. As part of the MORE Advertising team, I branded this campaign and developed nearly 300 unique materials for the OOH and digital messaging.
The challenge was to create an eye-catching and versatile identity that conveyed the core message, “Take the first step toward quitting.” It needed to educate, and make nicotine users feel empowered to connect with the state's resources. Once the chosen concept had been fleshed out, I conducted a photoshoot with MORE and composited a set of custom backgrounds to lay the models and text over. Materials were designed in both English and Spanish, increasing accessibility and reach.
The campaign's new identity led to a 51% increase in helpline calls compared the the same time period the previous year. Based on ad engagement and website usage, this campaign increased awareness statewide about the quit resources available.
