Key takeaways
- Format: Bold headline above lifestyle close-up photo
- Best for: Clinical trial recruitment needing a clear, readable story ad
- Hook: Smoking Cessation RESEARCH STUDY in oversized black type
- Reuse it: Swap the headline topic and the end-goal photo; keep the eligibility line and disclaimer
Available sizes
What is a lifestyle ad?
A lifestyle ad shows the product being used in a real setting by the kind of person who buys it. Instead of listing features, it sells the feeling or outcome of owning the product, which makes it a strong fit for fashion, home, travel and wellness brands.
See all lifestyle ads →Why this lifestyle ad works
- 01
Headline-first clarity
An oversized headline tells viewers exactly what this is in a split second.
- 02
End-goal imagery
Stubbing out a cigarette depicts the moment of quitting, a positive and aspirational action.
- 03
Compensation added
Mentioning a compensated study adds a tangible reason to apply versus the scissors variant.
- 04
Safety reassurance
The FDA-cleared, drug-free disclaimer reduces fear of risky experimental treatment.
Full creative breakdown
Who this ad targets
This ad targets adults aged 22 to 70 in the Charleston and wider South Carolina area who smoke daily and want to quit. The feminine hand detail may make it resonate more with women smokers, complementing other MUSC variants aimed at men. It appeals to smokers wary of medication side effects and those motivated by compensation. Location radius and age targeting are likely, with the copy handling health-related self-selection.
Copywriting analysis
The headline uses a mix of title case and capitals to create a two-tier message: topic first, then RESEARCH STUDY to signal legitimacy. The body copy improves on the scissors version by being shorter, using may be eligible for softer language, and adding the word compensated. The disclaimer reuses the same reassuring adjective stack. There is no explicit CTA on the image, so the platform button must do the work; adding See if you qualify would strengthen action, and a benefit-first headline variant is worth testing against it.
Visual design
The top half is pure white with heavy black type, creating maximum contrast and an editorial, poster-like feel. The photo below is soft and neutral, with the pink nails adding a touch of warmth and humanity. A grey strip on the right of the photo looks like an unintentional crop gap, which slightly reduces polish. Logos stay small, and the italic disclaimer sits over the photo's darker bottom edge.
How to adapt this template for your brand
- Start with a large, two-line headline naming the topic and the opportunity.
- Add a single eligibility sentence that includes any compensation.
- Use a close-up photo showing the positive end goal of your study.
- Overlay a short safety or approval disclaimer at the bottom.
- Check image crops on 9:16 so no gaps or edges show before publishing.
Tips for smoking cessation ads on Meta
Run in Meta Stories and Reels with a Learn More CTA to a pre-screen form. Keep all wording IRB-approved and avoid targeting by health interests. A/B test this headline-first layout against the scissors image-first version to see which drives cheaper qualified leads. Keep the bottom 15 percent clear for the platform CTA. Rotate gendered and neutral imagery to reach a balanced participant pool.
About this creative
This vertical story ad for MUSC Health uses a clean white top section with the MUSC Health logo and a circular brain-imaging lab logo in the top-left corner. Below, a huge, heavy black sans-serif headline reads Smoking Cessation on the first line and RESEARCH STUDY in capitals on the second, making the offer unmistakable. A lighter-weight paragraph explains that individuals aged 22 to 70 who smoke daily and want to quit may be eligible for a compensated research study. The lower half features a close-up photograph of a woman's hand with pink-painted nails pressing a cigarette butt into a surface, ash crumpled beneath it, against a soft grey background. A small italic disclaimer overlaid at the bottom notes the study uses an FDA-cleared, innovative, non-invasive, drug-free treatment. Compared with MUSC's scissors creative, this version leads with a headline and introduces compensation, showing an iterative test on the same study offer.
Meta ad · 338 × 600 · Smoking Cessation
Smoking Cessation Research Study Ad: Stubbing Out Example
This vertical MUSC Health ad recruits daily smokers aged 22 to 70 for a compensated study of an FDA-cleared, drug-free quit-smoking treatment. A bold black headline tops a photo of a woman's hand stubbing out a cigarette. Use it as a clear, compliant template for clinical trial recruitment in story placements.
Added
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Details
Ad copy
Primary text
Ready to stop smoking for good? MUSC Health is looking for adults ages 22–70 who smoke cigarettes daily for a compensated research study using an FDA-cleared, non-invasive, drug-free treatment. See if you qualify.
Description
Ages 22–70, daily smokers. Drug-free treatment.
On-image text
MUSC Health Medical University of South Carolina | Smoking Cessation RESEARCH STUDY | Individuals ages 22-70 who smoke cigarettes daily and want to quit smoking may be eligible to participate in a compensated research study. | This study uses an FDA-cleared, innovative, non-invasive, drug-free treatment for smoking cessation.
Headline ideas for this template
- 1Get Paid to Join a Quit-Smoking Study
- 2Quit Smoking With a Drug-Free Treatment
- 3Daily Smokers 22–70: See If You Qualify
- 4Join MUSC's Smoking Cessation Research
- 5Ready to Stub It Out for Good?
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
