Although smoking has become a less popular habit, there still are a lot of people smoking cigarettes. The last few years they’ve been swept out of bars, clubs and houses. And most anti-smoking campaigns focus on the negative consequences of smoking, rather than reaching out to fight the habit. Both J&J and Multipharma called out to create a differentiating campaign to help people quit smoking, with the power of love.

‘Roker, ik zie je graag’ is not just a guiding campaign, leading smokers towards the local Multipharma-shop. It is the first ever nation-wide online program to help smokers quit their habit. It stems from the unconditional liking from one person to another. The idea behind it is the fact that we all know someone who smokes, and we can subscribe them to join the program.

That same friendship will increase chances a smoker successfully quits, and that will even bring these people closer to each other.

During 12 weeks (this has been scientifically proven to be the time one needs to quit the habit) we guide, motivate and inform smokers and their tribe about how to cope with going cold turkey and in order to help them succeed to quit their smoking habit. We set up an e-mailing campaign that is linked to an online platform where the smoker’s progression is tracked.