Quit Now.
I helped a company change the world.
CVS/pharmacy made a monumental decision: to cease cigarette sales in all of its stores nationwide simultaneously. This bold move, despite resulting in significant financial losses, sparked an immediate societal shift.
I had the privilege of contributing to this collaborative initiative across multiple agencies, shaping the interactive experiences associated with the campaign. These experiences guided consumers towards making healthier choices, providing them with stories, techniques, and tools to aid in smoking cessation.
With a steadfast commitment to its core mission of fostering better health, CVS/pharmacy provides a wide range of health-related services. Operating through nearly 10,000 retail locations as well as its website and mobile app, CVS remains dedicated to supporting individuals on their journey towards improved well-being.
Changing Society Through Experiential Design
CVS Health is dedicated to guiding individuals on their journey to improved well-being. Recognizing that selling tobacco contradicted this mission, CVS/pharmacy made the bold decision to remove tobacco products from its retail locations nationwide. Instead, the focus shifted towards offering products and services aimed at helping people break free from nicotine addiction.
At the helm of the initiative, I emphasized placing the spotlight on the smoker, rather than CVS itself. The interactive experience was meticulously crafted to narrate their journey and convey the significance of seeking change.
In anticipation of CVS's decision to cease tobacco sales, I led a team of creatives in developing an engaging, informative responsive website. This platform outlined the support available to those considering quitting, including assistance from CVS pharmacists and Minute Clinic practitioners. Visitors were invited to take a brief quiz to assess their level of nicotine dependence, followed by hearing relatable stories from individuals in similar situations.
Additionally, the website prominently showcased the #OneGoodReason hashtag, which gained traction among influential figures like Michelle Obama and other social media personalities.
Impact
Smoking stands as the primary contributor to preventable fatalities and illnesses in the United States, causing a staggering 480,000 deaths annually. CVS recognized the pivotal role it could play in public health by limiting access to tobacco products, a decision that yielded positive outcomes.
To gauge the impact of this initiative, we conducted an assessment focusing on the sales of cigarette packs and unit sales of nicotine patch packages. In states where CVS/pharmacy boasts a market share exceeding 15%, we observed a notable decline in cigarette pack sales by 1% within the initial eight months following tobacco removal. This translates to an average reduction of five packs per smoker and a substantial decrease of 95 million packs overall.