IMA’s ‘Kwit for Good’ Uses Child’s Perspective to Deliver Hard-Hitting Anti-Smoking Message

Global full service agency IMA has launched ‘Kwit for Good’, a pro-bono campaign marking the launch of Kwit, the global quit smoking app, in the UK.

Responding to the fact that cigarettes kill 1,500 people in the UK every week, the bold campaign is designed to shock smokers into behaviour change, leaning into the launch of Kwit, which has already helped millions around the world to quit smoking.

The creative features parents in everyday situations, observed by their children, with sticks of dynamite in their mouths. By framing smoking through the eyes of those who innocently see it for what it is, the campaign offers a fresh perspective to quit and positions the Kwit app as a way to break the addiction.

Campaign creative will appear in press on World No Tobacco Day, followed by OOH, all supported by a campaign film.

Ben Ducker, ECD at IMA, said: “Despite the shocking images and messages surrounding anti-smoking campaigns, we still lose 1500 people per week to cigarettes. Many of them are parents. Our goal is to be provocative, not for the sake of it but to find an angle that lands the truth of the matter in a way that drives memorability, cut-through and hopefully behaviour change.

Children are taught the dangers of smoking from an early age and see life in a literal dimension. We wanted to use this thought-provoking perspective to make their parents see it differently. Not focusing on their own health but the confusion, concern and pain it puts on those they love most.”

Geoffrey Kretz, co-founder and CEO of Kwit, added: "When IMA offered to do this pro bono, they understood something most agencies don't: helping people quit smoking is not a branding exercise, it's a public health one. Their team gave Kwit a UK voice we couldn't have built on our own, with the kind of craft and bite that stops people in the street. We're lucky to have them in our corner."