NHS Stoptober

Helping people breathe easier


Smoking is the most addictive habit in the world, and people regularly struggle to quit. For the past ten years, Stoptober has been a moment in time to motivate mass participation in quit attempts. But as more smokers quit, every year it gets harder to chip away at the hardened core.


We needed to change the narrative around quitting. Stopping smoking is often presented as a loss – “giving up”; “quitting”. We introduced a new language of winning. The wins – little and large, now and later, that people get back when they quit.

From more money in their pocket, to more oxygen in their lungs, to decreased risk of lung cancer, we totted up all the good things that come with stopping smoking.

This is a new site, your feedback will help us to improve it. © 2022 M&C Saatchi London.