CLIENT: National Institute on Drug Abuse
PROJECT: Smoking Cessation Clinical Trial Recruitment Commercial

Straight talk about nicotine addiction gets the results.

CHALLENGE: NIDA was recruiting African American and Hispanic teens to participate in their smoking cessation clinical trial with underwhelming results. They turned to iQ Solutions to apply our understanding of their message to increase attendance.

SOLUTION: iQ Solutions Communications and Creative groups quickly understood NIDA’s message concerning teen smokers and their likeliness to become addicted to nicotine. Based on research-driven understanding of teens’ attitudes and behaviors, our teams developed a straight talk, no-nonsense commercial that captured the internal struggle that smokers often face because they become nicotine addicted. The spot ended with a call to action for teens to reach out through an 800 number, 1-800-no-smoke. The spot aired in the Baltimore market where the trails were to take place and generated enough participants for the study that NIDA was able to pause it’s other recruitment efforts.