For Stoptober Channel 4 and NICORETTE® partner on a new social branded entertainment series

1 October 2024

Channel 4 today announces its first social branded entertainment series with NICORETTE®. Now live, Future Me is a new four-part digital series that follows lifelong smokers, parents, couples, and vapers on their quitting journeys.

Will these smokers or vapers experiences and opinions change when asked the same questions on Day 0 and Day 60 of the experiment?

Emotional, educational, and inspiring; audiences are taken on a journey with people who are dedicated to quitting smoking as they share their emotional first-hand experience, milestones, and hopes. These honest individual stories aim to inspire as well as bust myths around the quit journey and Nicotine replacement therapy (NRT).

Available on Channel 4’s YouTube, Facebook, TikTok, Instagram, as a TVC, and the full episodes will also be available on NICORETTE®’s website. This series is produced by 4Studio Productions and was commissioned by Hanz MacDonald. The project has occurred in collaboration with agency, UM.

Rupinder Downie, Content Solutions Leader at Channel 4 says: “The power of this series comes from the fact that these are real people, undertaking a real process, and the emotional stories that come from these accounts. It is a powerful branded entertainment series that we hope will get audiences thinking and really highlight Nicorette’s campaign aims. “

Hanz MacDonald, Digital Development Executive at Channel 4 says: “Filmed over a few months Future Me offers an authentic look at what it is like to quit smoking. Once they have viewed the series, I hope audiences will feel inspired, have more awareness of what can happen if you decide to stop, and with practical tips to take away.”

Janine Smith, Head of Content, 4Studio says: “Future Me highlights the unique content expertise that 4Studio Productions, as a social-first content creator aligned to a major broadcaster, can bring to brands - as well as leaning on 4Studio's award-winning ability to programme and schedule for social."

Nicola Sunshine, Brand Director NICORETTE® says: “Quitting smoking is one of the most incredible things you can do for your health. But it’s also one of the most challenging.  As NICORETTE®, we strive to support smokers and vapers on their personal journeys to quit tobacco and nicotine; that’s why we’re proud to be working with Channel 4 to bring these authentic and candid real-life experiences to viewers in a new and innovative way through this social branded entertainment series. We hope the stories inspire and support anyone looking to take the positive step towards quitting for good.”

Lynn Barclay, Partnership Lead at UM says: “We're incredibly proud to have partnered with Channel 4 and Nicorette to bring this docu-social series to life. The partnership has been a true collaboration, combining Channel 4’s creative storytelling with Nicorette’s commitment to helping people quit smoking. Together we’ve created an engaging and powerful series full of meaningful insights and support for smokers and vapers wanting to quit. At UM, we believe in the power of creativity to build distinctive brands. NICORETTE® and Channel 4 is a perfect example of our ongoing commitment to understanding the nuance in individual quitting journeys and telling those stories in an authentic manner.”

Future Me adds to Channel 4’s diverse and innovative branded entertainment slate which provides engaging ideas that are tailored to each client. This includes a campaign with the Department of Education called How to Love Your Job, Tiny Day Trippers with Dairylea and a second partnership with Vinted for Second-Hand Showdown amongst others.