Nicorette x Pride

Members of the LGBTQIA+ community are 1.6x more likely to smoke than their heterosexual peers. Nicorette aimed to educate the community about Nicotine Replacement Therapies during Pride — without scare tactics or judgment.

Building on our ‘Numbers Don’t Lie’ work from the previous year, we created a cohesive 2024 Pride campaign that was both educational and a little cheeky, speaking the language of our audience.

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The Numbers Don’t Lie

We created an animated video to give LGBTQIA+ members the real numbers on nicotine. These numbers educate while also providing empathy to a stigmatized community. The video ends with a CTA directing viewers to quitting tips they can use in their own journey to quit.

We also set up a Nicorette tent for Pride weekend. Medical professionals were onsite to answer questions about quitting, offer tips, and distribute Nicorette vouchers. We also encouraged people to snap pics against our backdrop and cool off under our QuickMist mister.

Art Director: Sajeela Kanwal

Creative Director: Lance Martin