Health Promotion Board of Singapore - Creating a pro-quitting culture

The previously awarded pro-quitting campaign, ‘I quit’, needed to evolve to address the increasing cynicism towards government communications in Singapore. It did so through a new participatory model of communications that used always-on social media as a platform and community generated content, instead of the conventional ‘advertiser to audience’, ‘one-off, one message’ paradigm. By leveraging the one thing people still believed in, the community, it led to an exponential increase in calls to Quitline, reached a new high in efficiencies for the Health Promotion Board and reversed a five year upward trend in smoking in Singapore.