As Creative Director of Jampot Creative I was co-creator of the Stub Buddies Campaign for Herefordshire NHS. (Yes that is a lot of ‘creative’. That’s me. Creative.) For this innovative stop-smoking campaign for an NHS trust I employed my campaign experience and content skills to ensure the project engaged with target groups in a friendly, warm and supportive way. The point of sale materials and microsite were carefully designed to reflect the reality of the users’ experience when delivering key messages, interactive tools and real-life stories. During brainstorms I provided names for the campaign and the interactive tool most likely to engage users.