‘Ex-Smokers are Unstoppable’ (2014-2016)


European Commission's “Ex-Smokers are Unstoppable” initiative helped thousands of smokers across Europe to stub out their last cigarette

The last edition of ‘Ex-Smokers are Unstoppable’ was more determined than ever to help smokers abandon tobacco by making them realise the many benefits of a smoke-free lifestyle and providing the tool to get them there. The measures targeted in particular young adults aged 25 – 34 years, which represent 28 million smokers across the European Union. Better health and well-being, more disposable income and ultimately a better quality of life await those who decide to quit smoking.


iCoach, the digital health coach, was free and easily accessible to all who wished to use it, available both online and as a mobile app for Apple and Android devices in 23 languages.

One in three of the 480,000 registered users stopped smoking after three months. The improved and user-friendly functions of iCoach offered a more contemporary look and feel attracting more than 52,000 new iCoach users in 1,5 years.

iCoach guided users through five progressive phases to quit smoking but also incorporated several personal, phase-specific challenges e.g.

  • Keep track of how many cigarettes you smoke a day as you may be underestimating your habit
  • Postpone the “nicest” cigarette of the day 10 times for 10 minutes and then for 20 minutes
  • Leave your cigarettes at home when you need to run a short errand

These challenges enabled users to set themselves small, attainable goals which once achieved, encouraged them to take on further challenges and gain control over their habit.

iCoach went offline on 31st July 2016.

Ex-Smokers sparkled brighter, indeed!

A digital map of Europe with 9,463 sparklers was revealed in Brussels by Health and Food Safety Commissioner, Vytenis Andriukaitis on October 30th 2015. Ex-smokers all over Europe celebrated their healthier, smoke-free life by lighting a sparkler on the map.
…Giving up smoking is an achievement to be proud of, an achievement which can change your life. Today we celebrate thousands of ex-smokers who shine bright across Europe. I congratulate them all – they are an inspiration to those who are still struggling to quit,” emphasised Commissioner Vytenis Andriukaitis on the Day of the Ex-Smoker.