STORY — Kick It CA Brand Toolkit

BRAND STORY

Kick It California appeals to a broader range of people who:

Want to kick nicotine in any form

Kick It California helps people quit cigarettes, vapes or smokeless tobacco.
Want help to quit beyond the phone

Kick It California support is available via web, chat, text, mobile app, or phone.
Are in any stage of quitting nicotine

Kick it California offers quit planning for the quit-curious, quit-ready or relapsed.
Lack access to care or are marginalized

Kick It California is focused on health equity: free, accessible, and inclusive.

Our Approach

Quitting isn't easy.

Sometimes, it can seem downright impossible.

But with help from Kick It California, you can do it.

And every step forward counts.

Wanting to make a change? That's a step.

Reaching out for support? That's a big step.

Making a plan and following through? That's the step that leads to a healthy life.

We believe in celebrating every step forward —
because it matters.

Leaning into the process — because it works.

And providing you with support throughout your journey, like:

A caring quit coach. A practical plan of action.

Or, a simple reminder that yes, this is possible.

That's our mission at Kick It California, to help you move forward and leave "I can't do it" behind.

KICK IT CALIFORNIA IS

Proven, not hype
Our services are based on clinical research, not untested theories.

Pragmatic, not idealistic
We've been helping people quit for 30 years. We know what works.

Personalized, not generic
Our counseling is tailored to each person's circumstances and challenges.

Encouraging, not judgmental
We listen and strategize. We don't criticize.

Empathic, not preachy
We know quitting is tough, but it's totally possible.

TONE OF VOICE

Our tone of voice is informed by our brand personality. When writing headlines and copy, keep these pillars in mind.

Empathic + Realistic
Quitting is possible, but that doesn't mean it's easy. We don't minimize the challenges people face.
Confident + Uplifting
Our program is proven effective. We give people the encouragement they need to try, or to try again.
Friendly + Accessible
We don't judge or tell people what to do. Instead, we create a plan that works for each person’s needs.

TERMINOLOGY

To build a strong brand, we need to be consistent in the way we talk about our service. In general, we refer to Kick It California as a "text and talk-based support program" that uses "one-on-one coaching" and "proven, science-based methods" to "help people who smoke, vape, and use smokeless tobacco quit.”