Human Insight: Most people don’t want to be told how to change—they want to feel like they chose to.

For smokers trying to quit, the journey often comes down to a choice: follow a structured program or go it alone. But many choose independence, even when it lowers their chances of success. Tobacco Free Florida recognized that for these “DIY quitters,” the barrier wasn’t motivation, it was resistance to being told how to change.

We created a lightweight CRM experience that supported without overwhelming. Through email and SMS, users set their own quit date, defined their reason, and received timely encouragement, reminders, and realistic expectations along the way. By meeting people on their terms—and reframing setbacks as part of the process—the campaign proved that small, well-timed moments of support can drive meaningful behavior change.