My Quitbuddy

Client

Australian Federal Government
Universal McCann

Brand

Australian Federal Government

Platforms

Need

The Project Factory was tasked with conceiving and producing an app that would promote World No Tobacco Day, and provide a supportive approach for people wanting to give up smoking.

Solution

The My QuitBuddy app includes a deep level of gamification, an instant counter to remind you how long you have been smoke-free (along with a ‘personal best’ to let you compete to improve on your past quit attempts), a personalised dashboard that not only shows you your body getting healthier, it also has stats that count up to show the benefit of the journey the user is on. Simple tips and a quick game are there to distract the user when craving hit, and photos and messages from friends and family can be loaded to reinforce the message.

The app has subsequently be extended across Android and Windows Phone.

Outcome

The app was first released to mark the 2012 No Tobacco Day. Since then, it has been downloaded over 400,000 times in Australia alone. Analysis of use as reported through the app shows a success rate of 37% in users becoming smoke-free. This is more than 800% more effective than other traditional forms of smoking cessation tools. Its value as a health program has been recognised through the community's reviews on iTunes and Google Play,publicly by the client, and by the industry through multiple awards, including for effectiveness.

awards_

The Festival of Media Global Awards 2013 Nominee
ADMA Awards 2013 Winner
AIMIA
Australian Mobile Awards 2013 Winner