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#MoisSansTabac (Me, One Month, No Tobacco)

#MoisSansTabac (Me, One Month, No Tobacco)

About this initiative

Tobacco is a major stake for public health and the first avoidable cause of mortality in France. 1/3 of French people are concerned and 60% of smokers say they want to quit but only 29% of them have already tried. How can you create a real social movement and collective challenge for stoppers and their supporters to multiply their chances to succeed?

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.

The recruitment phase appeared on TV, outdoor, digital and social media and promoted the subscriptions and the coaching tools (, free number 3989, Tabac Info Service app, Facebook and Twitter). Dentsu Aegis Network amplified this campaign through a national roadshow with coaches & activities and a brand content partnership with a national channel (France Télévisions) and its daily show ‘Plus Belle la Vie’ with two characters embracing the challenge in an idea placement partnership: Stephane Prieur will quit smoking and his daughter Zoe will support him every day. The second challenge phase gathered downloads of E-kits to help stoppers going through the month, radio spots, display, social media (owned & paid) and influencers who shared their own effort to quit with their community. To enhance the series’ characters, there were 22 special web episodes on ‘Plus Belle la Vie’ website’.

The results were very positive. During the month of the campaign launch, there was a 79% uplift in awareness, 1,3 million online visitors to (which was 4 times more than average month) and 180,000 subscriptions to Moi(s) Sans Tabac. There were also 127,000 supporter e-kits downloaded, 75,000 likes on Facebook, 15,000 phone calls and 887,000 trials in November (276% more than a standard month).