NHS ‘Quit Kit’ direct mail case study

To inspire smokers to make a quit attempt, Partners Andrews Aldridge created a new product, not just a new campaign, the Department of Health’s NHS.

The Quit Kit made quitting feel less daunting by packaging NHS expertise in a tangible and appealing way, with contents addressing the needs of first-time and cold turkey quitters.

Some 480,000 Quit Kits were distributed in three months, resulting in 288,000 quit attempts. The three-year ROMI was 7.47:1, a cost saving of over £51 million.

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