Smokers have heard every possible ‘angle’ from advertising campaigns.

So we didn’t create an ad. We created a whole new product – the Quit Kit.

Because once people have started thinking about quitting, and have the tools in their hands, they are much more likely to make a quit attempt.

Once we had positioned our Quit Kit as a tool, it made it easier for people to order one. They no longer saw support as a crutch or a sign of weakness e.g. "I'll do it my way, don't need help, I'll just get some patches and tough it out."

We launched the Quit Kit on TV, press, online and direct mail. This generated hundreds of thousands of pounds of free PR.

Research told us that people are more likely to quit successfully if they join a support group. So we set up support groups on Facebook.

In the first two months, 405,000 people ordered the Quit Kit - up 233% on the year before. 234,900 went on to make a quit attempt. Conversion rates also quadrupled from the previous baseline, and cost per response dropped from £63 to £20.

The campaign won four Golds at the DMA Awards, an IPA Effectiveness Award, and was featured in the IPA's '100 Years of British Advertising' Hall of Fame.