The first government campaign to apply behavioural economics. Won awards. Saved lives.
It’s three times easier to quit smoking if you have help.
So we invented The Quit Kit; a free product packed with ways to support people going it alone.
Each element was developed using proven behaviour change techniques and approved by NICE.
Then we made sure that people knew the kit was available by making an integrated campaign that used humour, not hectoring, to land the idea that help is hand for would-be quitters.
The Quit Kit helped to save lives and dramatically reduce NHS expenditure on smoking-related illnesses.
It won a lot of awards, inspired other quitting programmes around the world.
And prompted the Cameron Government to set up its (in)famous 'nudge' unit.
Highlight: Being shown an app ten years after Quit Kit launched that replicated every element - with the presenter claiming credit. Imitation is the sincerest form of flattery…


