Please login to the form below

Not currently logged in
Email:
Password:

Giving up is hard to do

The New Year has brought with it a raft of campaigns aimed at trying to make us all much more fit and healthy in 2006

The New Year has brought with it a raft of campaigns aimed at trying to make us all much more fit and healthy in 2006, plaguing us to stick to the resolutions we made in a slight stupor on New Year's Eve.

Each year, around 4 million people in the UK try to give up smoking but only 3-6 per cent succeed.

With this in mind and the inevitability of a smoking ban in public places (no matter how piecemeal), makers of smoking cessation products, GlaxoSmithKline (GSK) and Pfizer, have wasted little time in galvanising their marketing machines.

GSK's NiQuitin CQ Real Quit campaign is back on our screens with new quitter Maggie McDonaugh, a 38-year-old mother of two from South London, who will share the highs and lows of giving up through real life video diaries, in radio ads and online at www.click2quit.com.

The company has ploughed £4m into the campaign, a 39 per cent increase on spend for the last Real Quit campaign that ran in September 2005.

A print media campaign, as well as point of sale (POS) materials and direct mail will also support the broadcast ads.

The Click2Quit website allows patients to work out a plan to help them quit offering tips and advice.

Pfizer welcomed the New Year with the return of the Cravings Man theme.

The campaign costs £3.8m and includes television ads, press advertising aimed at healthcare professionals and consumers, plus POS.

It focuses on the Nicorette 16-hour patch, which delivers nicotine when it is needed during the day but not at night. Research has shown that very few quitters are worried about succumbing to cravings first thing in the morning. However, 93 per cent of relapses occur between midday and midnight.

Both campaigns will run across all media throughout January.

2nd September 2008

Share

COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
bmore group

OUR PROMISE: BETTER HEALTH FROM TRIAL TO TREATMENT.We are a full service, independent network of specialist agencies under one roof....

Latest intelligence

Virtual Engagement At Porterhouse: Reflections on the past few months
A look at how the pitfalls of virtual engagement can be avoided and the key advantages of virtual client and KOL engagement strategies in a now predominantly digital world....
July 2020: diversity and inclusion in clinical trials round-up
COVID-19 has continued to bring diversity and health inequality to the forefront of people’s attention. Our latest round-up covers the July news around these issues, and brings you the latest...
Medical Device Clinical Trials 2020
In July 2020, we attended and exhibited at the Medical Device Clinical Trials 2020 Virtual Experience. We really enjoyed the day and it was great to hear from like-minded people,...

Infographics