Case Study: Legit to Quit—Data, DJs and Coalition Building Help Drive Kinder, Gentler Smoking Cessation Campaign

Organization: American Lung Association Agency: Porter Novelli Timeframe: May 2009 - Present Hitting the Mother Lode: The placement of an infographic in USA Today was like gold for Porter Novelli and the American Lung Association —it jump-started other coverage around the Quitter in You campaign. In 2009 the American Lung Association (ALA) made the decision to launch a smoking cessation campaign aimed at helping smokers quit for good. There were several challenges with starting such an effort, not the least of which was a competitive marketplace of smoking cessation programs of for-profit companies looking to sell their products. “Lots of companies have treatments for smokers trying to quit,” says Carrie Martin, VP of communications at the American Lung Association. Their messages for getting people to quit, continues Martin, often play to the dire consequences of smoking—if you don’t stop you’re going to die.

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