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Mindgruve and Kick It launch gamified app to tackle smoking



Mindgruve has announced a new partnership with Kick It in the US to launch a gamified app aimed at helping users quick smoking.

The collaboration focuses on a complete redesign of the app formerly known as NoButts and NoVape, now rebranded as the Kick It app, tailored to aid users in their journey to quit both smoking and vaping.

Powered by UC San Diego and funded by the CA Department of Public Health and First 5 CA, Kick It California has been helping Californians quit smoking, vaping, and smokeless tobacco for over 30 years. To address the prevalence of vaping and offer support for a wider range of tobacco products, the organisation has joined forces with the award-winning global agency to create a more customised, user-friendly, and gamified experience.

The app will serve as a comprehensive resource for quitting smoking and vaping, by including:

  • A personalised dashboard including last check-in, longest streak, and money saved
  • A focus on positive reinforcement through messaging, graphics, badges, and more
  • Gamification elements like missions, tasks, games, and distractions, similar to successful meditation apps

“Our user experience teams have skillfully crafted a more engaging quitting experience that expands beyond traditional cessation resources, encompassing a broader range of tobacco products,” said Chad Robley, CEO and co-founder of Mindgruve.

“We’re confident that this new app will be a powerful behavioural modification tool for Californians.”

Emily Aughinbaugh, Kick It California Program Director, added: “Our mission is to empower individuals with the tools and support they need to make positive behavioural changes. With Mindgruve’s expertise, our app is set to be a game-changer in helping Californians quit smoking and vaping, offering support on their path to a healthier life.”

To view more of Mindgruve’s work, click here.

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