iQuit – Fail Stronger
HEALTH PROMOTION BOARD
There's little tolerance for failure in Singapore. From young, we’ve been disciplined to excel in all our endeavours.
And for smokers thinking about quitting, the perceived inevitability of failure puts them off even trying.
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But truth is, when it comes to quitting smoking, failure is the precursor to success.
With every attempt,
you learn what works, what doesn't.
You keep trying.
In fact, 6 to 7 times for most quitters.
But each time better than before.
FAILURE IS PROGRESS.
FAIL STRONGER
EVERY FAILURE COUNTS.
The existing ‘I QUIT’ hand sign will be re-interpreted.
Instead of the usual two-finger pledge, the new hand sign is made up of a specific number of raised fingers that represent the number of times the smoker/ex-smoker attempted to quit.
FAIL STRONGER
CAMPAIGN LOCKUP
Our campaign will be driven by a new hand sign that represents more than just a pledge to stay smoke-free.
It’s a testament to the quitter’s dedication, a reminder to all that failure will always be part of the journey.
Above: Campaign identity: Set of key visuals for the campaign.
Above: Campaign website and digital stickers.
/ Additional Credits /
Executive Creative Directors
Fajar Kurnia and Jeremy Chia
Senior Copywriter
Rayner Seah
Senior Art Director
Eva Chin