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hpb.gov.sg

I Quit

Also: I Quit 28-Day Countdown · From anti-smoking to pro-quitting

Singapore Health Promotion Board smoking-control campaign that moved from anti-smoking warnings to celebrating quitters: real smokers who had decided to quit appeared as heroes wearing 'I Quit because...' t-shirts across TV, print, outdoor, radio, online and a mobile app, with quit support offered at around 150 touch points. A 2014 phase moved to always-on, community-generated social media.

Years
2011–now
Country
Singapore
Topic
Tobacco
Asks people to
Seek helpStop
Strategy
Cessation service linkSelf efficacySocial normsTestimonialUser generated content
Channel
AppOutdoorPrintRadioSocial (organic)TVWebsite
Audience
AdultsYoung adults
Adult smokers; HPB noted smoking among under-30s rose from about 12% (2004) to 16% (2010).

Evidence

Self-reportedUnknown

Agency/sponsor claims only. WARC Awards for Asian Strategy paper (2012): 28% of smokers said the campaign made them more likely to quit sooner. IPA Effectiveness Awards 2012 Gold (per search snippets of PMLive and WARC) and a 2014 IPA paper claiming an 'exponential increase' in Quitline calls and reversal of a five-year rise in smoking; Cannes entry claims ROI of 15.7 (snippet). No peer-reviewed evaluation found.

Sponsor (who paid)

Credits (who made it)

Sources

  1. Smoking Control: I Quit - From anti-smoking to pro-quitting (WARC Awards for Asian Strategy) archive · 2012
  2. Health Promotion Board of Singapore: creating a pro-quitting culture (IPA case study) archive · 2014
  3. Ogilvy Singapore celebrates quitters in anti-smoking drive (Campaign Asia) news
  4. HPB lauded for tobacco control efforts (HPB press release) sponsor · 2012

Research notes

Ogilvy credit fetched from the IPA case page and the Campaign Asia page 2026-10-22; the WARC page fetched does not name the agency. Start year 2011 inferred (WARC paper September 2012, Campaign Asia article id range); confirm. IPA 2012 Gold and the 15.7 ROI from search snippets only (PMLive 403; lovethework renders no text). Creative names (CD Troy Lim, AD Jon Loke) from search snippet only.

Record cases/sg-i-quit.json, updated 2026-10-22· Link to this campaign