Campaign Objective:
To reach female smokers aged 18-44 and make them aware that Nicorette can help them quit.

Media:
2242 A3 women's washroom panels in 186 shopping centres nationwide integrated with 834 changing room panels at 139 health clubs.

Conclusion:
60.9% unprompted recall of campaign among smokers

82.8% prompted recall of campaign among smokers

51.1% of smokers interviewed wanted to give up smoking

63.7% of smokers very/quite likely to use Nicorette in future

Over 2 weeks the posters will have hit 4 million individual women with 17 million impacts

*Source: MBA Independent Research