Saatchi & Saatchi we believe that the role of business is to make the world a better place. But we don’t just preach it; we practice it. And the results can be game changing.

Saatchi & Saatchi Brussels and the European Commission developed ‘Ex-smokers are Unstoppable’ – a pan-European campaign encouraging people to quit smoking.

Instead of scaring smokers into quitting with warnings of lingering and painful death, putrid lungs and amputations, the campaign offered a simple promise: quitting smoking will lead you to a happier, healthier life. And people listened. Over 225,000 people registered to take part in the programme to help them give up smoking at their own pace.

The campaign has won the prestigious Gold Euro Effie – one of the highest awards for proven effectiveness – making it the first time a campaign by a European institution has been awarded a Euro Effie. It’s also the first anti-tobacco campaign to achieve such results, and it’s the first Belgian win since 2003.

Now the team is preparing to go even further. The European Commission has joined forces with FC Barcelona, stepping into new territory to bring ‘Ex-smokers are Unstoppable’ to greater heights and make it truly unstoppable.

Saatchi Brussels is on a roll with a recent appointment by the European Parliament to redefine its brand identity to embody the values, mission and achievements of the Parliament as a democratically elected institution at the service of all European citizens. Saatchi Brussels will be responsible for creating a new logotype, a complete visual identity and its adaptation to a variety of supports in the 23 official languages of the European Union.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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