Montana Tobacco Use Prevention Program Quit Line Campaign

The Arnold Agency just launched a new campaign to drive callers to the Montana Tobacco Quit Line. The campaign launched at the end of September and features television, radio, print and signage on gas pumps. Targeting 18-34 year-old smokers, materials avoided the use of scare tactics that so often dominate smoking cessation campaigns. Instead, the messaging involved telling two stories of characters whose lives have been affected by tobacco use. Each character’s story is individually featured in radio and television spots that can run as “bookends” during commercial breaks, with one spot being shown at the beginning and the second part being played at the end of a commercial break.

One story features a mother who has recently quit smoking with the help and support of her daughter, who encouraged her to call the Montana Tobacco Quit Line. The second story involves a smoker who wants to quit but is reluctant because he doubts that anyone understands his addiction. To ease his reservations, the second spot in this story features a Montana Tobacco Quit Line coach who is also a former smoker.

Check out the print ads and gas pump toppers and we will keep you posted on the campaign’s results!