SMOKEFREE: PITCBOOK

1. Creating content ideas and prototypes
Based on the received brief and the content domain ("Supported Habit Redesign") as well as doing research on the target audience we came up with three different prototypes that Smokefree can use in their new content strategy.

To align with smokers' preference for content that feels supportive rather than preachy, we chose an entertaining and creative approach. The concepts feature cartoon-style body-part characters, each representing habits associated with that part of the body - research has found that abstract characters and illustrations work well for communicating about difficult topics. Through relatable conversations, the characters share practical tips and healthier alternatives for smoking.

The prototype ideas included a short-form video series, a short comic series, "First steps to quitting"- workbook as well as a blog series focused on the more scientific and informative angle of habit redesign. All of the prototypes were designed to offer a different angle to the content domain.

2. Testing the prototypes
One of the prototypes was then A/B/C/D-tested with two different variables to see which version would perform best when shown to the target audience, and to provide recommendations for the strategy.

4. Implementation plan
To make the implementation for the client as easy and feasible as possible, a research-based channel plan, content calendar, budget allocation, atomization guidelines, and distribution plan was created. For each individual content example, clear creative guidelines for how to produce the content and where and when to publish it was provided.