I Quit! - Case Study

1Foundry512 | I QUIT Case Study - UTHSC San Antonio | Date: December 16, 2019 - March 6, 2020
Iquit!
QUITXT
CaseStudy
CAMPAIGN NAME
I QUIT
AGENCY
FOUNDRY512
CLIENT
UNIVERSITY OF TEXAS HEALTH
SCIENCE CENTER - SA
POC
Dr. P. Chalela, DrPH, MPH
Program Co-Investigator
FLIGHT DATES
December 16, 2019
to March 6, 2020
CONTACT
210-562-6513
chalela@uthscsa.edu
This case study contains information that Is proprietary to Foundry512™ and the University of Texas Health Science Center, San Antonio. No part of
this case study may be duplicated or used for commercial purposes without the prior consent of Foundry512™.

PHONE
+1 512.593.2403
ADDRESS
11801 Domain
3rd Floor
Austin, TX 78758
WEB
howdy@foundry512.com
www.foundry512.com
RESULTS
STRATEGY
CHALLENGE
CATEGORY
SMOKING CESSATION
INDUSTRY
HEALTHCARE
ORGANIZATION
UT HEALTH SAN ANTONIO
452 total enrollments from 3,932 interactions, creating a 50.55% lower net cost-
per-enrollment.
Foundry512 trained and sent street teams to engage smokers at targeted venues
with culturally appropriate messaging, analyzing a subject’s readiness-to-quit
and enrolling interested subjects.
Creating broader awareness and engagement at a lower cost-per-enrollment
than with Facebook ads.

Background.
Brief
Summary
Reaching smokers with new technology and tools to help them stop smoking.

Background.
Smoking has been on a steady decline in America over the last few decades, falling from 20.9% of U.S. adults in
2005 to 13.7% in 2018. Despite this progress, millions of Americans today are still struggling to kick the nicotine and
quit smoking for good. Smoking still reigns as one of the leading causes of preventable illness and death, and its
negative impact on individuals, families, and communities is immeasurable.
With the help of modern technology and new methodologies, however, it’s becoming easier to reach individuals
in that remaining 13.7% with research-backed smoking cessation guidance.
One such program is Quitxt — a free, AI-powered smoking-cessation program that uses mobile SMS text messages
and Facebook Messenger to ease the quitting process.
The Quitxt program (and the campaign we worked on) was implemented at the University of Texas Health
Science Center at San Antonio by Dr. Amelie Ramirez, DrPH, MPH., Dr. Patricia Chalela, DrPH, MPH and Dr. Alfred
McAlister, PhD, with sponsorship from the Cancer Prevention & Research Institute of Texas (CPRIT). Quitxt works
by connecting with smokers and providing 24/7 encouragement, advice, and tips. The 8- to 10-week program is
available in English and Spanish, and participants receive a series of text messages, some with links to helpful
resources and guides developed by UT Health San Antonio researchers, to help them break the habit of smoking,
enjoy better health, and live longer.
UT Health San Antonio reached out to us to help increase enrollment and spread awareness of the Quitxt program
among smokers in low-density areas throughout San Antonio and beyond. So we looked at the rural areas of
Bexar (5% rural) and Guadalupe County (26.17% rural), where:
Within the 18-29 age group, we also found that 22% were smokers. This was the target demographic we needed
to approach for the I Quit campaign to work, and it included:
48.9%
of the population is
Latino
Urban Spanish-
speaking Latinos
23%
speaks mostly
Spanish
Rural African
Americans
6.38%
is Black or African
American
Rural Anglos
21%
is between the ages
of 18 and 29
Rural Latinos who
speak English or
Spanish

The only catch — UT Health San Antonio needed a campaign that was more warm and human, and it had to be
more cost-effective than their previous advertising efforts through Facebook ads. Using our 5-1-2 framework
to create deep relationships with people, we saw a clear path forward. A very simple way to blend a warm and
human approach among our target demographic with cost-effective engagement.
We would make a campaign that was person-to-person. Face-to-face. Connecting with interested smokers and
educating them about Quitxt and the benefits of quitting. We were to go to bars, clubs, and venues in San Antonio
and across the rural landscape of South Texas.
Background.

Challenge.
Brief
Summary
How we applied the 5-1-2 framework to reach african american, latino, and caucasian smokers and scaled it for both rural and
urban centers.

As a brand, Quitxt was brand new. Not too many people had heard of
it and, if they did, they weren’t sure how it stood up against the many
other anti-smoking initiatives designed for them. Already, we could
see the larger, broader challenge, the bigger picture. We needed to
develop a method to inform and educate young adults about the
Quitxt program and what it offers.
For one, this meant strong messaging that would establish positive,
genuine connections with smokers outside of bars, clubs, and venues.
It meant reaching people on their level with an empathetic approach
that resonated with their smoking-related goals and interests. Since
the entire campaign would depend on the quality of our face-to-
face interactions, we knew our messaging had to be quick; it had to
be sharp, and it would have to leave a good impression of the Quitxt
brand with active smokers.
Here we could see a more specific challenge, one that would make or
break our big picture goal of cost-effective engagement.
We saw our campaign’s success compressed into those short initial
interactions. We had to approach young people while they were out
having a few drinks and enjoying a cigarette, with a warm approach
to get them to enroll in the Quitxt program. More importantly, we
wanted to scale the campaign to achieve broader awareness and
higher engagement in the hard-to-reach populations of South Texas,
realizing a lower cost-per-enrollment than Facebook ads.
We could see the
larger, broader
challenge, the
bigger picture.
We needed to
develop a method
to inform and
educate young
adults about the
Quitxt program
and what it offers.
Challenge.

Strategy.
Brief
Summary
How we applied the 5-1-2 framework to reach african american, latino, and caucasian smokers and scaled it for both rural and
urban centers.

5-1-2
Framework ONE
These truths should be
seamlessly connected
by a unified approach,
purpose, or strategy
to improve the
relationship (1).
FIVE
It takes a minimum of
(5) brand experiences
or touches to shift
the dynamics of a
relationship. We shape
these experiences
to directly impact
the dynamics of the
relationship.
TWO
To decrease risk of
chronic diseases
among youth within
our area schools by
increasing the number
of schools districts that
implement
Strategy
Strategy is the “1” in our 5-1-2 framework. This is our singular and unified vision, the one element
driving the creative behind the 5 touchpoints and moving brands toward the 2 results: brand
loyalty and referred demand.
The strategy behind the Quitxt campaign was based on three elements: optimizing and scaling
our venue targeting to reach smokers, approaching smokers with a well-trained street team (the
face of the campaign), and reviewing and improving our methods to meet our cost-per-enroll-
ment goals.
The first element, venue targeting, involved the use of Event Mapping and Location Mapping
along with real-time social media listening, online reviews, and brand monitoring to produce a
venue list. This venue list had to include our targets of hard-to-reach populations in low-density
areas, and by superimposing municipal demographic data with Google Maps, we were able to
select high-impact venues, bars, and clubs based on the target demographics that normally
frequented the location.
Next, we needed our street teams. These people would represent the face of the campaign and
the Quitxt brand. They would be on the front line delivering our message with the appropriate
tone of voice, and they needed to match the age and diversity of our target audiences.
Over multiple sessions, we would train the street teams and iron out the smaller details of our
warm and empathetic approach. We decided to limit each interaction with a smoker to less
than 5 minutes (the average burn time), and we prepared the teams for a variety of responses
through active rehearsal with practice scenarios.
To optimize the approach and meet our cost-per-enrollment goals, we created a question
funnel with a scale of 1 to 10 to assess the smoker’s level of motivation and readiness to quit
smoking. For example, to be eligible for the Quitxt program, smokers had to be willing to quit in
the next 14 days. If the smoker expressed interest based on our grading system, the street teams
would continue engaging to provide more information and, ultimately, get the smoker to enroll.
If the smoker showed no interest, we decided that the street teams should move on, not trying to
pressure the smoker and leave a poor impression of the Quitxt program.
To develop a positive
relationship with people,
brands must leverage
engaging experiences that
communicate these truths on
channels and platforms that
are frictionless and native to
people’s lives.
When we convert people from passive to taking action, we convert more people to our cause.
When we take them from action to advocates, they serve as rallying points for our cause, recruit
others, and accelerating our reach and impact.
9Foundry512 | TAMUG-RFP-2408 | Date: August 28, 2020 | Prepared for: Texas A&M University Galveston

Campaign.
How we implemented a AI powered, mobile smoking cessation tool that reaches users with Facebook and SMS text messaging.
Brief
Summary

9 weeks
from January to March
The ‘I Quit’ campaign was developed over the course of nine weeks from January to March 2020, unveiling a
multi-phased approach with the flexibility to evolve and improve based on our real-time measurements of street
team interactions. We selected the individual members of the street teams based on their ability to create a
positive relationship with the targeted smokers. Furthermore, we organized the street teams to mirror the culture
and demographics of our target areas. For example, 70% of our teams were bilingual, and they all had experience
as a former smoker or as someone who lived with smokers.
The “5” in our 5-1-2 framework represents the 5
Touchpoints for establishing deep relationships with
people, and this is where our approach and the creative
collateral would make the biggest difference in the
campaign outcome.
We put the street teams through multiple rounds of training to identify and connect with eligible smokers on a
human level. The teams also rehearsed multiple situations to respond empathetically and in a way that resonated
with the journey of quitting.
The street teams traveled to the pre-selected venues with the creative collateral that we produced to support the
campaign’s touchpoints, including the questionnaire, educational materials, branded lanyards, and QR-coded
business cards for contactless interaction (in response to the pandemic).
Over 10 days across several multi-cultural and multilingual areas with an average interaction time of 4.5 minutes,
the street teams established rapport with almost 4,000 smokers and measured their motivation and readiness to
quit. If the person showed interest, the street teams explained the Quitxt program and its benefits and ultimately
invited the smokers to join the program.
At the end of each day, we conducted exit interviews with team members to assess and improve the quality of
their interactions and venue choices.
Campaign.

Results.
The numbers behind our 5-1-2 framework implementation.
Brief
Summary

The “2” in our 5-1-2 framework stands for the 2 Results ignited by the campaign: accelerated brand growth and
referred demand. But just as the I Quit campaign was taking off, the Covid-19 pandemic cut our initiatives short
on March 18, when the Mayor of San Antonio shut down all the bars and other venues where our street teams were
targeting active smokers.
During the 10 days the campaign was active, the ‘I Quit’ campaign reached 3,932 smokers and enrolled 452, and
we started seeing brief examples of referred demand when we approached a group of friends or when a smoker
asked for multiple pieces of the creative collateral to share with friends or family.
Compared to UT Health San Antonio’s previous advertising on social media, the ‘I Quit’ campaign reduced the
net cost-per-enrollment by 50.55%, and the campaign also reduced the gross cost-per-enrollment by 78.96%.
On a more qualitative level, the campaign established a stronger and more memorable relationship between
the smoker and UT Health San Antonio’s smoking-cessation mission. From the accelerated brand growth and
referred demand, smokers in San Antonio and our targeted areas already have a positive experience with the UT
Health San Antonio brand, and they’ll know which anti-smoking program they can trust when they are ready to
quit.
reached
3,932
smokers
4522
enrolled
10 days
the campaign
was active
Results.

Our Team
The project schedule is based on the project start date. Any change in start date would result in changes in all subsequent delivery dates.
The actual project schedule along with detailed planning urna urna, luctus non lacinia nec, tincidunt non odio. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus mus. Feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
PRESIDANT
AARON HENRY
STRATEGIST
DAVE WAGNER
Aaron helps forward-thinking brands achieve clarity in their advertising, branding, and organizational efforts by delivering enterprise
strategic, technological, and creative excellence that motivates action and drives true impact.
By utilizing exceptional content, advanced competitive strategy, and technical excellence, Aaron leverages his clients’ brands, business
objectives, and consumer interests to start engaging conversations 24/7, 365 days a year. These conversations spread naturally, opening
opportunities up for our clients, and increasing their bottom line.
Aaron studied Motor Behavior at Texas A&M University and is a gifted musician, having performed professionally with several orchestras
and symphonies. Throughout his professional careers, he has studied how human beings interact, how they learn new skills, how they
respond to stimuli, and how they develop their own mental models of the world.
This background has given Aaron a unique management insight into how members of a team work together and master fundamentals.
After a decade of professional practice in music and advertising, he applied these lessons to develop and grow the Foundry512 agency. The
agency embodies a unique view and philosophy: that people interact with brands and the world in a state of flow.
Throughout Aaron’s career, he has worked with various departments inside of Texas A&M. The George W. Bush Presidential Library,
The College of Education and Human Development, Department of Industrial Distribution, Turbomachinery Laboratory are some of his
previous clients.
Success is more than just winning; it’s about growth as individuals, teams, an agency, and the larger collective. As part of this philosophy,
Foundry512 embraces a culture of diversity and inclusion. We invite outside views, values, and belief systems, to create something great
together. We share in food, music, and fun. Our immersion in new cultures leads us down the path of discovery, improved results, and
ultimately towards a greater tomorrow.
David Wenger’s corporate branding experience spans three decades and includes work for Dresser, Inc., JSR Micro, Coldwell Banker, Iomega
Corp., and Altra Energy. During that time, he also developed SafeHaven, the corporate social responsibility program for New Braunfels Utility,
and guided both internal and external branding efforts at Capital Metro and LCRA.
All of these efforts began with two key questions: Who are we as an organization?, How do we want to be seen by ourselves, our neighbors,
and our customers?
Wenger worked for five years at Fellers & Company, where he served as the Senior Copywriter and Creative Director, followed by nine years
as the creative partner at TateAustin Marketing and Public Affairs. During that time, he won numerous awards for creative strategy and
execution, including the prestigious Effie Award for his work on behalf of Iomega Corporation. He founded ID University, Inc., a full-service
brand and graphic identity firm in 1999, building the firm to an average of $1 million in consulting fees each year for clients in Austin, Boston,
San Jose, Dallas, and Houston.
In 2006, he returned to his alma mater as Director of Brand Marketing and Communications at Texas McCombs, strengthening the brand
equity while increasing the accessibility and exposure of the school’s intellectual capital through powerful and authentic storytelling. Dave
focused on delivering his message to students, alumni, faculty, donors, legislatures, private businesses and other competing academic
institutions. His team was responsible for $2.2 million value in earned media coverage for the school in 2017, including major stories in the
Harvard Business Review, the Wall Street Journal, Forbes, Fortune, and many other national publications. His specialties include helping
businesses better understand and leverage their reputation for greater market power. Brand and market positioning strategy, internal
brand culture, integrated marketing, creative development, content marketing, public affairs, media relations, and corporate social
responsibility.

Our Team
The project schedule is based on the project start date. Any change in start date would result in changes in all subsequent delivery dates.
The actual project schedule along with detailed planning urna urna, luctus non lacinia nec, tincidunt non odio. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus mus. Feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
DEVELOPER
MIKE BLACK
DESIGNER
CARLOS RAMIREZ
Mike is an expert in interaction design and full-stack development.
He has been leading enterprise development teams for over 15
years. Well versed in scaling technology across the web, has years
of experience leveraging big data across web platforms that
work seamlessly across all devices and browsers. Mike’s big data
experience spans geo-location, GIS mapping, AR/VR, and 3D chart
rendering in web apps and websites.
Carlos has worked in design for over 10 years, leading rebranding
iniatives for government, higher education organizations and
athletic departments and knows how to effectively work with
in large public systems. His core competency is working with
institutions such as Texas A&M International University, Dallas
Baptiast University, and the City of Laredo.
He is able to creatatively implement new identites that work with
existing brand standards, manage, and assess future demands of
an evolving organization. He spear headed Texas A&M International
University’s most recent rebrand in 2014 and developed the identity
of the athletic department.
Carlos has helped various athletic departments rebrand and
expand their merchandising, design of OTTH, event promotion
collateral, event signage.
ART DIRECTOR
KELLEY TOOMBS
Kelley has developed corporate identities and brand strategies for a variety of companies from startup businesses to Fortune 50-500 (“Fortune
50 and Fortune 500”) companies. His client base has included Dell Computer Corporation, Polycom, Inc., Fire Bowl Cafe, Southwest Airlines,
as well as multiple state agencies and associations including Texas Education Agency, Texas Municipal League, and the Texas Association of
REALTORS®.
Kelley has won numerous local, regional, and national awards in competitions sponsored by Austin Advertising Federation, Printing Industries
of America, International Association of Business Communicators, American Typographers Association, and French, Curtis, and Fox River Paper
Mills. His design work has been published in PRINT Magazine’s Regional Design Annuals, and in books by Logo Lounge. Kelley’s personal work
has been shown in American Institute of Graphic Arts (AIGA) Houston’s Loud and Clear Exhibitions, Hope Chapel’s Gallery the White Show, and
Lenten Exhibit.
His recent work includes Grammy Winner/Guitar Virtuoso, Eric Johnson’s Up Close (italicize Up Close) CD/LP, ETS-Lindgren’s Corporate Identity
Guide (italicize Corporate Identity Guide if the name of the guide), Mulberry Publishing books, and several Olmsted-Kirk Paper Co. promotions.
He teaches printmaking workshops at AIGA Austin’s Design Ranch and the Art Institute of Austin. He has also taught in the Visual
Communications Department at Austin Community College for more than 15 years and Texas State University in the areas of typography,
calligraphy, design concept development, and corporate identity. Kelley teaches the Adobe Creative Cloud software “InDesign, Illustrator, and
Photoshop” at ACC and for corporate clients.
Kelley has served in multiple positions for the following community organizations: The McCallum Fine Arts Academy and CLCA Foundation,
Austin Community College Visual Communications Department Advisory Board, Austin Graphic Arts Society (AGAS), (What does AIGA stand
for?) AIGA Texas, and the Art Institute of Austin Advisory Board. He is a founding member of AIGA Austin, merging both AGAS and AIGA Texas/
Austin). Kelley serves on AIGA Austin’s Advisory Committee.

Our
references.
A list of our former clients for you to contact and review our work.
Brief
Summary

References
The correlation between mortgage rates and the repo rate has decreaseddue to the higher funding costs banks have faced since the 2008
international financial crisis. Tighter new regulations, which Swedbank has welcomed, further increase the cost of a mortgage for both the
bank and for customers.
University of Texas Health Science Center
at San Antonio
7411 John Smith, Suite 1000
San Antonio, TX 78229
(210)-562-6500
ramirezag@uthscsa.edu
PROFESSOR, DIRECTOR OF THE INSTITUTE FOR HEALTH
PROMOTION RESEARCH, CHAIR OF THE DEPARTMENT
OF POPULATION HEALTH SCIENCES AT THE UT HEALTH
SCIENCE CENTER AT SAN ANTONIO AND PRINCIPAL
INVESTIGATOR OF THE PROGRAM.
DR. AMELIE RAMIREZ, DRPH, MPH
at San Antonio
(210)-562-6500
chalela@uthscsa.edu
ASSOCIATE PROFESSOR AT THE INSTITUTE FOR HEALTH
PROMOTION RESEARCH AT UT HEALTH SAN ANTONIO
AND CO-INVESTIGATOR OF THE PROGRAM
DR. PATRICIA CHALELA,DRPH, MPH
Additional References
17323 Red Oak Dr,
Houston, TX 77090
(512)-656-0140
alfredleetx@gmail.com
PROGRAM EVALUATOR
DR. ALFRED MCALISTER, PHD
at San Antonio
(210)-562-6500
Despres@uthscsa.edu
COMMUNICATIONS DIRECTOR, INSTITUTE FOR HEALTH
PROMOTION RESEARCH
CLIFF DESPRES

Phone
512-593-2403
Address
11801 Domain
3rd Floor
Austin, TX 78758
Web
howdy@foundry512.com
www.foundry512.com

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