Saatchi & Saatchi Brussels Wins Prestigious Euro Effie Award

Belgian 'Quit Smoking With Barça' initiative recognised for driving attempts to stop smoking.

Brussels - Saatchi & Saatchi Brussels’ “Quit Smoking With Barça” programme has been recognised with a Silver Euro Effie Award for effectiveness in marketing communications. The anti-smoking programme is an initiative of the wider “Ex-Smokers are Unstoppable” campaign developed by Saatchi & Saatchi Brussels on behalf of the European Commission (EC).

The Euro Effie Awards are established to recognise excellence in marketing communications with proven effectiveness in two or more European countries. “Quit Smoking With Barça” has demonstrated tangible results supporting 70,000 active quit smoking attempts across the 27 countries of the EU, as an important component of the wider “Ex-Smokers are Unstoppable”.  The latest combined results show that 1 in every 300 European smokers is currently seeking to quit smoking with the campaign’s shared health coach (

Speaking of the win at the Euro Effie awards ceremony last night, Yves Van Landeghem, Saatchi & Saatchi Brussels CEO said, “It is a great honour to receive two Euro Effies in two years, and to remain the only Belgian agency to take home a Euro Effie in 11 years.”

Van Landeghem continued, “As an industry, we aspire that all of our work be creatively intelligent, but ultimately effective. This Euro Effie is the highest honour “Quit Smoking With Barça” can receive as it recognises our work has a measurable societal impact. Marketing campaigns are often viewed as important public health tools; however, demonstrated changes in health behaviour can be difficult to determine. While it is too soon to predict the long-term health economic impact of the campaign, it is clear that this initiative is moving the dial in the right direction.

While traditional public health campaigns often focus on raising awareness of health risks, studies show that using messages of support and trust can have an increased effect on positive behavioural change. In this manner, “Ex-smokers are Unstoppable” is a new voice in the anti-tobacco field: quitting smoking is in itself a great victory that empowers the individual to seek success in other areas of their lives. “Quit Smoking With Barça” and the iCoach tool offer the practical support to achieve this state. With close to 400,000 men and women now signed up for smoking cessation support from iCoach, it is clear that the “unstoppable” message is driving real-world change.

The Euro Effie win marks another in a long line of accolades for the campaign, most recently recognised by the European respiratory community with the European Lung Foundation Award in Barcelona last week.  Speaking of the latest campaign win, Dr Jordi Monés, Board Director Responsible for FC Barcelona’s Medical Area said, “The recognition of “Quit Smoking With Barça” with a Euro Effie award for effectiveness is a significant achievement for our shared campaign with the EC. It shows that our combined message is beginning to make a real difference to the health of Europe. At Barça we firmly believe in our motto, ‘more than a club’, and we promote values of respect, health and social commitment. “Quit Smoking With Barça” allows us to live that motto.”

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