The Unexpected Doctor

Note: Pfizer’s smoking cessation medication can’t be advertised, only prescribed by doctors.

The business problem: We need to convince career-smokers to get over their shame and book an appointment with their GP to discuss quitting smoking.

The insight: Everyone knows smoking is bad for you. That’s why smokers anticipate feeling stupid or embarrassed talking to a doctor about it. There’s only one way to dispel that myth – proof.

The idea: Let’s show people that talking to a doctor about smoking is nothing to be ashamed of – it’s as easy-breezy as chatting to a cab driver or hairdresser…