Washington State Department of Health
Here’s something you already know.
Quitting smoking is hard. But without a plan, trying to do it “cold turkey,” has an average failure rate of 80%.
We decided to deliver this reality straight from the turkey’s mouth…hole. We grabbed smoker’s attention through empathy and humor in traditional mediums like TV, OOH and radio, and also went where the smokers were - putting our cold turkey mascot (and a quitline number) on matchbooks, toilet paper rolls and turkey jerky. Once they called the quit line, they could talk to a real person, make a plan, and double their chances of quitting.