Video courtesy of Saatchi & Saatchi


Insight: If you can beat your smoking habit, you can do almost anything.

The "Ex-Smokers are Unstoppable" campaign, running in all 27 EU member states, promotes the benefits of quitting rather than focusing on the dangers of smoking. In addition, it offers (ex-) smokers practical help and support through iCoach, a free online health coach. I was responsible for the online part of this campaign.


The 3-year long campaign runs different phases per year, combining print, tv and digital media. These include a collaboration with world-renowned photographer Rankin and a surprising Christmas campaign. With 27 local Facebook pages moderated by 54 moderators, a web

and app-based health coach, a website and a large range of digital advertising channels for each phase, the campaign is driven mainly through digital media. It recently won a gold EuroEffie and is now collaborating with FB Barcelona.

  • Client: Saatchi & Saatchi Brussels for the European Commission
  • Time:2011-2012
  • Site:

  • My role: Interaction design, Project management, Budget management, Social media strategy, Google Analytics

  • Team: The consortium, led by Saatchi, consists of media, PR & production companies of which I was the digital liaison.