Pfizer’s latest consumer campaign via LIDA features real smokers having real chats

Customer experience agency LIDA, part of the M&C Saatchi Group, has launched a campaign for Pfizer featuring real smokers to help people develop a plan to quit.

While Australia’s smoking rate is the lowest it has ever been, this has plateaued in recent years. Two-thirds of daily smokers have the desire to quit however many choose to go it alone when making an attempt due to the stigma attached to smoking.

Says Brendon Harrington, general manager, LIDA: “We know that smokers are four times more likely to quit with the help of a healthcare professional, so we wanted to make that first conversation feel less daunting… and a little less confronting.”

Using this insight, LIDA set out to demonstrate that talking to a doctor about quitting smoking doesn’t need to be difficult. In fact, it can be as easy as chatting to a cab driver.

To demonstrate, LIDA put a doctor in the driver’s seat to transport three unsuspecting smokers to their doctor’s appointments. The three ‘Real Smokers, Real Chats’ videos will be used to engage smokers across Australia to speak with a doctor or visit helptoquit.com.au.

Further smoker stories are to be released in the coming months as well as a partnership with Lung Foundation Australia promoting better lung health and supporting quitters with advice and solutions.

The consumer campaign will run alongside a healthcare professional campaign supporting and encouraging doctors to have a conversation with their patients about quitting.

LIDA
Brendon Harrington, General Manager
Kat Lear, Senior Account Director
Ben Wall, Senior Account Manager
Matthew Lam, Senior CX Strategist
Shaughla Ahmad, Social & Healthcare Strategy Director
Whitney Chan, Social Content Manager
Richard Donovan, Executive Creative Director
Pat Khoo, Senior Art Director
Jordan Davies, Copywriter
John Pannocchia, Executive Producer
Jacqueline Daniel, Senior Producer
Jay McGuinness, Animator
Hive Films
Edward Copestick, Director
Christopher Baron, Editor
Paul Leaning, Producer
Justine Moyle, Producer