Phase two comes as a result of a £5m Government cash injection, aimed at supporting respondents through the giving-up process. Handling the project is mobile agency C360, as its managing director, Nick Gillet, explained: "After the shock of the ad, it was thought a support element was needed," he said. "People who respond are asked their mobile number and planned start date for giving up. When this date arrives daily messages are sent to people explaining the changes their body will be going through with advice on how to beat the cravings."
Texts are sent daily in week one, every other day in week two and once a week in the remaining three to seven weeks.