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Work: QUITPLAN Services


Awareness of QUITPLAN Services was high, but enrollment was trending downward. So when they launched a whole new set of free customizable tools to help Minnesotans quit tobacco, our challenge was to find a whole new way to speak to smokers.


Even though everyone means well, smokers are constantly judged for their highly addictive habit. And research showed they were getting a little tired of it. After all, more than 70% of smokers want to quit. They just don’t know how – often feeling like they’ve “tried everything.”


No judgments. No lectures. No pressure. Just free positive support to help smokers quit on their own terms. In true collaboration between ‘client’ and ‘agency,’ we created a tone that was rarely used in the anti-smoking realm: empathy.

Empathy is the best way to help a smoker.

The QuitCash Challenge

One of the great things about working with this brand is it allows opportunities for real-life lab testing of new quitting approaches. One such approach is the QuitCash Challenge, an annual month-long quitting promotion for a chance at a $5,000 prize. 2016 TV production was executed completely in-house, and broke the record for the highest number of participants.

  • Digital / Out-of-home

    The No Judgments campaign came to life across multiple touch points throughout the state - from out-of-home to online to social to just about anywhere smokers were found.

  • Mini-Quit Mondays

    This is an idea that was literally born from partnership, right down to the name. It takes an average of 8 – 12 tries to successfully quit tobacco. Mini-quits are short exercises to practice. Together with QUITPLAN Services, we came up with the notion of monthly ‘mini-quitting’ promotions to inspire more attempts.

  • Media hot zones

    In a truly inventive approach, we created a methodology that analyzed multiple data sources – identifying geographic ‘hot zone’ areas where smoking rates were most likely the highest. We weighted heavier media placement in these areas.

Behavior Change

After the first year of launch, there was a 170% increase in tobacco users served versus the previous year. The CDC (Centers for Disease Control) has customized the campaign to pilot in 28 markets nationally – spreading the message of empathy across the country.

Statistic data
Statistic data
Statistic data
Statistic data

“They understand how hard it is to quit. They understand the true pressure.”
“The commercials are a great reminder to keep thinking about it, even if you are not ready at this time.

– Quotes from real smokers

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Say what?
“CCF helped us get the uninsured rate in Minnesota to its lowest in state history. That’s a positive change in my book.”

– Allison O’Toole, CEO of MNsure


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