A smoking cessation campaign created by leading behaviour change consultancy The Hub, and developed in collaboration with Knowsley Health & Wellbeing, has picked up an IPA Best of Health Award.

The campaign, which aims to tailor service delivery to individual needs by asking smokers “What sort of quitter are you?” picked up the award in the Consumer, Mixed Media Campaign category. The ceremony was held at the Gilgamesh Studios in Camden, London, on Thursday (24 June).

“This is great recognition for a very successful campaign,” said Steven Johnson, Creative Director at The Hub. “Takes All Sorts is a good example of how a big idea can help drive real behaviour change. Not only did the work attract and engage the audience, it also gave them a fresh way of understanding their behaviour and allowed our client to position its services in a way that made them immediately relevant to a wide range of smokers.”

The campaign helped smokers, through a short quiz, discover their ‘quit type’, allowing them to access services specific to their individual needs. Several quit types were developed based on detailed audience research, including ‘The Boiling Pot’, ‘The Prisoner’ and ‘The Creature of Habit’. Working with a Dublin-based artist, The Hub team brought these quit types to life through a series of quirkily illustrated characters.  

Steven continued, “The big idea and the art direction for this campaign made a big splash with the audience. The success of the campaign is testament to the progressive approach Knowsley Health & Wellbeing take to their behaviour change work. They immediately recognised the potential of the big idea, driving it forward to make a real impact on service and behaviour.”



Through a series of on-the-ground roadshows, Knowsley Health & Wellbeing took the concept to the streets and enrolled 100 new quitters into service.

Jennifer Cawkwell, Marketing Manager for Knowsley Health & Wellbeing said, "We're delighted with the momentum that this project has generated. The campaign has done a fantastic job of re-engaging our audience with their own cessation journey and allowed us to align the world-class services that we offer directly with individual needs. Combined with the roadshows and a ongoing CRM programme to help keep quitters on track to a successful quit, we're optimistic that this project will have a direct impact on quit rates in Knowsley."