With the key message "The more you try to quit smoking, the better your chances of success," this campaign aims to encourage people to try quitting—even if they fail—by highlighting these attempts as steps toward permanent cessation.

A unique partnership with the TV show “Koh-Lanta”

“Koh-Lanta” is a popular TV show that conveys strong values—perseverance, resilience, and inspiration—which help highlight the mindset needed to make another attempt to quit smoking when previous attempts have failed.

The government is partnering with this show, beloved by the French public, by airing two 30-second spots starting February 23 during the show’s broadcast: a former smoker and a former “Koh-Lanta” contestant explain that they made several attempts before succeeding, with the support of Denis Brogniart, the show’s iconic host. The campaign uses the same approach: highlighting attempts to quit smoking as part of a process leading to permanent cessation.

“Tobacco kills 75,000 French people every year, making it the leading cause of preventable death in our country. With this campaign, the goal is not only to remind people of the importance of fighting this scourge, but above all to encourage them to persevere in quitting smoking. Every attempt is a victory on the path to a healthier life, and we are committed to providing all the necessary support so that everyone can succeed in breaking free from tobacco. “We would like to thank our champions Clémence and Hugo, as well as TF1, for their commitment,” emphasize Catherine Vautrin, Minister of Labor, Health, Solidarity, and Families, and Yannick Neuder, Minister for Health and Access to Care.

An action-oriented strategy

To encourage smokers to make multiple attempts and increase their chances of success, the campaign will deliver its message across multiple channels:

• Television: Commercials illustrating the analogy between real-life situations (learning to surf, learning to be a server) and quitting smoking.

• Online videos and a special Koh-Lanta TV feature: Inspiring testimonials from former Koh-Lanta winners juxtaposed with those of former smokers to strengthen identification.

• Posters and social media: Dedicated visuals and posts to reach a wide audience.

The campaign will be rolled out in two phases: from February 16 to March 17, 2025, and then from May 18 to June 19, 2025.

Support tools available

Smokers are encouraged to use the resources available to them:

• The website tabac-info-service.fr, which offers a wide range of support content and tools (connecting you with a tobacco specialist, testimonials, Q&As, etc.);

• 39 89, the Tabac info service helpline (a “non-premium-rate” number available Monday through Saturday from 8 a.m. to 8 p.m.), which connects callers with a tobacco specialist and offers free follow-up through multiple consultations. Since May 31, 2023, 39 89 has been accessible to deaf or hard-of-hearing individuals via the Acceo platform.

The Tabac info service e-coaching app, developed by the French National Health Insurance in partnership with Santé publique France and with the support of the Francophone Society of Tobacco Control, offers a personalized e-coaching program to maximize your chances of quitting smoking. It is available for free download.

A collective effort

“We know that quitting smoking is a complex journey. With this campaign, we want to encourage everyone to make or renew an attempt, and remind them that every attempt is an essential step toward success. By mobilizing our partners and making concrete resources available, we are affirming our commitment to reducing health inequalities, protecting future generations, and in particular the most socially vulnerable, who are the most at risk,” emphasizes Caroline Semaille, Director General of Santé publique France.

Every attempt counts. Visit tabac-info-service.fr or call 39 89 to try to quit smoking today.