Duffey Communications partnered with the American Cancer Society to handle its annual Great American Smokeout, held each Fall to urge smokers to kick the habit for at least one day. Following a telephone survey, two primary objectives were developed: to increase pre-publicity activities and to identify locations where smokers could pick up “survival kits” to aid them in kicking the habit for just one day.

Key tactics included disseminating news releases early, conducting a media tour and developing post-publicity angles. Duffey’s secondary objectives were to coordinate a sweepstakes, establish a Smoker’s Hotline and secure celebrity spokespersons.

Duffey achieved its key objectives to significantly increase both the levels of awareness of the program and locations where survival kits could be obtained. With Duffey’s assistance, results for the program markedly improved. Duffey garnered numerous print, radio, and television interviews, increased the number of survival kit locations and calls to the Smoker’s Hotline substantially increased.