Every New Year, we promise ourselves all kinds of things: to hit the gym, to drink more water, to read more books. But few resolutions carry as much weight (or stigma) as “quit smoking.” It’s one of the most common pledges people make and break. And yet, it's also one of the most transformative.
This year, we helped smokers light up a new kind of beginning, one that didn’t involve a cigarette, but rather with Nicotine Replacement Therapy.
So, how do you discuss something that people already know is bad for them, yet still struggle to change? At Mad Hat, our answer isn’t scare tactics. It’s credibility. And one of the strongest ways to build it is through expert engagement.
Why Experts Work
In today’s saturated media landscape, audiences are savvier than ever. They scroll past brand messages in seconds unless the message comes with earned trust. That’s why expert voices aren’t just “nice to have.” They’re essential to any comms strategy where credibility is on the line.
For health, finance, sustainability, or any high-stakes topic, we’ve seen how expert-driven storytelling cuts through the noise. It reassures the skeptics, strengthens the believers, and adds weight to the message without overexplaining or overselling.
Quitting is Hard. That’s Why the Experts Matter.
When we were tasked to build awareness around Nicotine Replacement Therapy (NRT), we knew the comms couldn’t come off like a PSA. It had to feel like support real, informed, and human.
Our scope included strategy, messaging, and earned media outreach. We saw New Year’s as a cultural moment already steeped in health-first thinking, so we slotted NRT’s story right into it: new year, new lungs.
But we didn’t position the product as the hero. Instead, we brought in medical experts, the real MVPs, to talk about how quitting works, why it’s hard, and how support makes all the difference. Through earned media, we secured high-credibility placements on BFM, CNA938, Sin Chew Daily, Traxx FM, and LOVE972.
One standout moment? A segment on BFM’s Doctor in the House, featuring Dr Takdir Singh Riar from Klinik Kesihatan Tanglin. He joined Dr George Lee to unpack the psychology and physiology of quitting. It wasn’t product push — it was public service.
What This Taught Us
People don’t want to be sold to. They want to feel understood. And experts, when given the space to speak like real humans, become powerful messengers. We didn’t need to shout. We just needed to show what was possible.
The result? We helped NRT become part of the broader conversation on health and habit change, without ever turning it into an ad. Because when your goal is real impact, trust is the best creative strategy.
Looking to build credibility through comms that actually connect?
Let’s talk. hatters@madhat.asia
