Bedankt voor het roken

Hartstichting, het KWF and Longfonds have joined forces to launch the 'Bye Tobacco Industry' campaign, with the goal of creating a society in which the tobacco industry has no place for young people. According to the annual Generation Monitor of Health Funds for Smoke-Free, two-thirds (63%) of the Dutch people under the age of eigthteen are "completely done" with the tobacco industry.

Prior to the platform's launch, a teaser campaign called 'Bedankt voor het roken.' was run across (D)OOH, cinema, online video, and contextual targeting. The goal of this campaign was to give a face to the tobacco industry and incite outrage among the Dutch. The aforementioned parties are now canceling the tobacco industry with the new 'Bye Tobacco Industry.' The teaser campaign drew cross-media attention from influencers and opinion leaders like Alexander Klöpping to the national news outlet NOS. 

The campaign achieved a total of 22+ million impressions through paid media, significantly surpassing the expected KPI of 17 million. In total, this resulted in a unique earned media reach of 42,540,561 with a media value of €1,267,470.48.

This campaign was developed at Home agency in collaboration with HPB, WeFilm and Lama.