One of the key priorities of SDG3 Good health and wellbeing is tackling tobacco use which contributes to the burden of non-communicable diseases. The World Health Organization (WHO) Framework Convention on Tobacco Control has been ratified by 180 parties, which represent 90 per cent of the global population. Still, more than 1.1 billion people, mostly men, consumed tobacco in 2015. The reasons why people cannot quit smoking are multiple such as the lack of urgency, strength of habit, perception of smoking as a social activity, fear of being alone and fear of failure.
To reduce the gap between intention to quit and final push, in 2016 Santé publique France launched a national, common challenge to quit smoking: Moi(s) Sans Tabac. For Moi(s) Sans Tabac (Me, one month, no tobacco). This campaign was the product of a large collaboration effort between Dentsu Aegis Network France agencies Carat, iProspect, The Story Lab, Isobar and MKTG and was designed to be a two-step communication system. The first step: launch of Moi(s) Sans Tabac to invite smokers and their team to join those who want to quit; the second step; was to coach and support French people over the 30 days of Moi(s) Sans Tabac (November), since 30 days without smoking makes them 5 times more likely to quit.