Pfizer's new campaign encourages smokers to develop a plan to quit

17 June 2019

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Customer experience agency LIDA worked with Pfizer to create the Real Smokers, Real Chats campaign to encourage smokers to talk with their doctors about quitting.

Customer experience agency LIDA, part of the M&C Saatchi Group, has launched a campaign for Pfizer featuring real smokers to help people develop a plan to quit.

While Australia’s smoking rate is the lowest it has ever been, this has plateaued in recent years. Two-thirds of daily smokers have the desire to quit however many choose to go it alone when making an attempt due to the stigma attached to smoking.

“We know that smokers are four times more likely to quit with the help of a healthcare professional, so we wanted to make that first conversation feel less daunting… and a little less confronting,” LIDA General Manager Brendon Harrington says.

Using this insight, LIDA set out to demonstrate that talking to a doctor about quitting smoking doesn’t need to be difficult. In fact, it can be as easy as chatting to a cab driver.

To demonstrate, LIDA put a doctor in the driver’s seat to transport three unsuspecting smokers to their doctor’s appointments.

The three Real Smokers, Real Chats videos will be used to engage smokers across Australia to speak with a doctor or visit

Further smoker stories are to be released in the coming months as well as a partnership with Lung Foundation Australia promoting better lung health and supporting quitters with advice and solutions.

The consumer campaign will run alongside a healthcare professional campaign supporting and encouraging doctors to have a conversation with their patients about quitting.


Brendon Harrington, General Manager
Kat Lear, Senior Account Director
Ben Wall, Senior Account Manager
Matthew Lam, Senior CX Strategist
Shaughla Ahmad, Social & Healthcare Strategy Director
Whitney Chan, Social Content Manager
Richard Donovan, Executive Creative Director
Pat Khoo, Senior Art Director
Jordan Davies, Copywriter
John Pannocchia, Executive Producer
Jacqueline Daniel, Senior Producer
Jay McGuinness, Animator

Hive Films
Edward Copestick, Director
Christopher Baron, Editor
Paul Leaning, Producer
Justine Moyle, Producer

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