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The smoking category is defined by Health Inertia. People know they should not smoke, but continue. When education fails, how can we motivate action?

To find out, we used Motivation and Emotion Mapping to develop creative informed by human nature. We tested it qualitatively and biometrically against current Business As Usual creative.

Creative that’s informed by motivational laddering outperformed Business as usual ads by 16% in terms of committing to a quit plan
Eliciting the feeling of joy drove a 46% lift in deep concentration compared to Business As Usual, indicating deeper reflection
Through Facial-recognition technology, we found that negative ads inspired intent to act, while positive ones drove deeper reflection

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