With a 46% success rate, Chantix can turn any smoker into a successful quitter. Even the die-hard addicts. All it takes is a one-minute Chantix Chat from a doctor.

Problem is though, doctors view avid smokers as helpless. Lost causes. Not even worthy of a quitting conversation.

Our solution aimed to change that by putting shinning a spotlight on stereotypical smokers. Our campaign aimed to challenge the doctors’ perception of quitting, while also encouraging doctors to see the quitter inside each one of their patients.

Click to watch the anthem video, then scroll to see additional work.