Nicorette:
Queer Quest to Quit

Challenge:
A digital-first, concept-led yearlong campaign that gives Queer & Trans Young Adults (age 18 - 25) in Canada the tools they need to confidently stop smoking with Nicorette.


Insight:
Similarly to smoking, queer & trans youth use online gaming as an escape to cope with everyday stress.

Big Idea:





What is in the game for this Sims 4 nicorette game pack?
Play through unique, relatable storylines with supportive queer NPC to achieve quiting quests.




Product Integration
(Users can redeem codes inside Nicorette products to unlock exclusive in-game items)


Twitch Ad



Activation
(Set up during pride, this booth will allow users to play the game and take home free Nicorette X Sims merch)

CW: 
Darya Nikol