Stoptober, the multi-million pound marketing initiative from Public Health England, is launching a dynamic Digital Out of Home campaign this week to encourage smokers to quit throughout the month of October. The Digital OOH campaign features daily updates on the number of people who have joined the challenge and regionalised messages to drive local participation.
The campaign aims to beat its debut in 2012, when around 160,000 smokers gave up cigarettes for the 28 days of October. It also aims to adopt a “cleverer use of digital”. The Digital OOH activity kicks off with an initial teaser campaign to encourage early sign up with fresh messaging and regionalised call to actions targeting new recruits in key cities across the UK. This will be followed next week by daily updates on the number of new people joining this collective movement to quit smoking.
The campaign was created by Dare, planned and booked by M4C and Kinetic with digital production by Grand Visual. The regionally targeted messaging and live statistics are managed and delivered via the OpenLoop dashboard.