When someone is trying to quit smoking, they often assume one thing:

If they cave and have a cigarette, they've failed.

We knew quitting doesn't work like that.

It's messy. It's frustrating. And for most smokers, one cigarette doesn't erase the progress they've already made—it just means tomorrow is another chance to keep going.

That became the idea behind MyQuit, a support program built around progress instead of perfection.

We launched with animated stories from former smokers before expanding into a personalized email program and mobile app that helped people navigate cravings, celebrate small victories, and keep moving forward throughout their quit journey.

The result was a more human way to help people quit

Role: Concept development, copywriting, CRM content, campaign development, and case study writing.

Clio Winner

Smartie Award Winner 

MM&M Award Winner 

Effie Award Winner