Quit and Win Contests: A Social Marketing Success Story

Abstract

Quit and Win contests are social marketing campaigns that have met with great success in achieving smoking cessation. They have been organized in over 80 countries around the world, have had over 2 million smokers participate, and have helped an estimated 150,000 smokers quit. Quit and Win contests work by offering prize incentives and a supportive environment to smokers who wish to quit smoking. This article examines the structural components of Quit and Win programs that make them successful social marketing campaigns, along with the measures used to determine their success. Recommendations are provided for increasing the success of Quit and Win programs in the future. This review also provides useful lessons for the development of other types of social marketing campaigns.