Pfizer creates a ‘reverse intervention’ for smokers to launch World No Nagging Day

Pfizer and With Collective have created a “reverse intervention” to help non-smokers show empathy towards smokers who are trying to quit.

The campaign features family members and loved ones of smokers attending what they think is a session with a GP to discuss their frustrations, however, the GP brings in ‘specialists’ on the topic who turn out to be their loved ones.

Each loved one, who is trying to stop smoking, addresses their family member in the room and explains why they need their friends’ support and empathy on their journey to quit smoking.

At the conclusion of the commercial, both parties agree to quit together whether it be nagging or smoking.

Launching on World No Tobacco Day, the campaign includes a 30 second television ad, a short video, an out-of-home execution and a website.

‘The Reverse Intervention’ campaign aims to help non-smokers understand the complexity of nicotine addiction and encourage smokers to see their doctor on World No Tobacco Day for advice.

The Help to Quit website features the full video, an explanation of World No Nagging Day, a pledge to to quit smoking, a pledge to stop nagging, tips to quit and quotes from those who are committing to stop smoking and nagging.

Isabel Chan, senior brand manager at Pfizer, said in a statement: “We’re really proud to be able to place our patients at the centre of this campaign to bring to light the struggles smokers go through in their journey.

“We do hope that the friends and families of smokers can understand and appreciate the support required and learn from this campaign how they can really help.”

Steve Coll, chief creative officer at With Collective, added: “The campaign looks at the problem from a different perspective, aiming to build a sense of empathy and understanding so that together, smokers and non-smokers can end two unhealthy habits in one go: smoking and nagging.

“Our hope is that this campaign helps people see that seeking help from a doctor can be the best first step in quitting smoking.”


  • Client team:
    • Tim Nunan, Marketing Lead, Internal Medicine ANZ, Pfizer Innovative Health
    • Isabel Chan, Senior Brand Manager, Pfizer
    • Jessica Middleton, Senior Brand Manager, Pfizer
    • Elle Bontzouklis, Medical Manager, Pfizer
    • Stephanie Johnston, Associate Manager, Communications, Pfizer
  • Agency team:
    • Steve Coll, Chief Creative Officer
    • Simon Fowler, Creative Director
    • Nicole Hetherington, Creative Director
    • Will Winter-Irving, Senior Art Director
    • Patrick Anderson, Senior Copywriter
    • Iain Todd, Head of Production
    • Alex Mills, Content Producer
    • Muriel Mallet, Group Account Director
    • Elle Horton, Senior Account Manager
    • Cat Dawson, Account Manager
    • Kevin Trinh, Strategist
  • Production Company: Finch
    • Director, Kyra Bartley
    • Executive Producer, Corey Esse
    • Producer, Catherine Anderson
    • Post-Production: Heckler
    • EP/ Post Producer, Bonnie Law
    • Editor, Andrew Holmes
    • Colourist, Greg Constantaris
  • Sound Design & Composition: We Love Jam
    • Music Composer, Hylton Mowday
    • Sound Designer, Andrew Stevenson
    • Producer, Laura-Leigh Smith

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