Ministry of Health ‘Be a Failure’

The fear of failure often prevents people from even trying to quit smoking. The reality is, it takes an average of 30 attempts to break the habit. For the Ministry of Health's anti-smoking campaign, we chose to embrace failure as a powerful new approach to tackling one of the hardest habits to quit.

‘Be a Failure’ is an integrated, mobile-first campaign driven by high-energy online videos, followed by a series of engaging social posts.