Become an Ex

Just before tonight's Monday Night Football game, I saw an interesting ad. A woman was sitting at her office desk talking on the phone while simultaneously mixing an adult beverage. As she walks out with her freshly-mixed daiquiri, the narrator says "You don't drink every time you smoke... So why do you smoke every time you drink?"

The message is simple. Eliminate the triggers that create your urge to smoke, and you can kick the habit.



The campaign is a product of the American Legacy Foundation, a collaboration of organizations dedicated to helping people quit smoking. Its web presence (built with Ning) is simple, yet effective. There, you can learn about smoking triggers, nicotine addiction, and success stories from peers. You can network with others who are struggling just like you, set a quit date, and track the cigarettes you smoke (and what triggered them). The 3-Step process is: 1) Re-learn your habit; 2) Re-Learn your Addiction; and 3) Re-Learn Support.

I'm not a smoker, but this program really captures my attention. It's brilliant in its simplicity, and 100% applicable to what most of us are trying to do at our credit unions: improving human behavior.

Could we inspire people to "Become an Ex" bank customer? What are the trigger points that cause people to, despite excessive fees, distrust, and dissatisfaction, continue to flock to goliath banks? Is it inertia? A habit? Apathy?

Could we encourage people to "Become an Ex" spendaholic?

Could this be our national brand?