Huru
Franklin led the integrated marketing strategy and delivery for Huru, a national smoking cessation program operating in a highly regulated healthcare environment. We built a compliant, scalable growth system that connected brand, acquisition, and patient experience — enabling national rollout and long-term expansion.
Project Purpose
Huru was created to solve a familiar problem in preventative healthcare: smoking cessation support exists, but access is fragmented, inconsistent, and often difficult to navigate. The ambition was to build a national, pharmacy-led program that combined trusted clinical care with modern digital delivery — making it easier for people to take the first step, and easier for pharmacies to support them at scale.
Franklin partnered with Huru to lead the integrated marketing strategy and delivery, working alongside Bandit Design Group on brand and creative execution. The challenge was not just to launch a new program, but to design a marketing system capable of operating nationally within one of the most highly regulated advertising environments in Australia.
The goal was to create a connected growth engine that brought together brand, performance, and patient experience into a single, compliant system. This meant designing a clear and trustworthy pathway from first interaction through to consultation and treatment, while also enabling pharmacy partners with a structured, repeatable referral model.
Every decision needed to balance accessibility with responsibility — building momentum and demand without compromising clinical governance or regulatory standards.
Achieved Goals
The outcome was a fully integrated marketing framework that allowed Huru to scale with confidence. Paid media, landing pages, and CRM automation were designed to work as one system, guiding patients smoothly from enquiry to consultation while maintaining strict compliance at every touchpoint.
Pharmacies were given a clear role within the ecosystem, supported by a referral pathway that was easy to adopt and easy to measure. Lead quality improved as the patient journey became more intentional, and Huru was positioned as a credible, national alternative to disconnected quit-smoking solutions.
Most importantly, the foundations were laid for growth beyond a single program — enabling Huru to sit within a broader preventative health platform and expand into additional services over time.
“They brought clarity to a complex, regulated space and gave us confidence we were building something sustainable.”
