Key research has shown that quitting smoking for loved ones is a highly motivating factor for a majority of smokers. Inspired by this, our team created a message that would resonate with parents, especially Dads. The message was “don’t miss out on your family’s future” and was executed poignantly by showing fathers enjoying time with their children. The “Miss out. No chance.” campaign used on posters and information leaflets that were often strategically placed i.e. football club locker rooms.