Behavior change community to help people quit smoking.

Public Health


Tobacco addiction is as much a sociological problem as it is clinical. There are three parts to a smoking addiction: the addiction to the chemical- nicotine, force of habit and the emotional connection with smoking. It takes up to 12 weeks of abstinence before a former smoker’s brain receptor levels for nicotine will match those of nonsmokers.


We identified that a successful tool to help people to quit smoking needed to address all three parts of the addiction as well as keeping people motivated throughout the 12-week timeframe.


Goalpost uses the power of social networks, game mechanics and medical research to help people become smoke-free. It is a 12-week ‘game’ with challenges and support along the way, helping users to stay motivated throughout the quit process.

12 week course to become smokefree

The user is kept on track throughout the course with tips, tasks, challenges and rewards, encouraging self-efficacy and breaking old habits and emotional dependencies.

Community Support

The Goalpost community includes others in the process of quitting, people who have successfully finished the programme, family and friends who are supporting them, and experts providing ongoing advice and motivation.

Panic Button

Users who are struggling with a strong craving can press the ‘panic button’. An alert will go out to the Goalpost community prompting support, ideas for sitting out the craving & positive peer pressure to resist it.


Users who have given into their craving have the support of the ‘rehab’ feature. They can sign up for a challenge to help get back on track by remaining smoke-free for the next 3 days with support & tips along the way.

Helping people become smokefree

Once you’ve made it through the 12-week programme you are encouraged to share your success with your wider community & become a supporter for those who are still on their smoke-free journey.


Since its beta launch in July 2012, 7000 users have utilized Goalpost and achieved a quit rate of 23% (as at 28 February 2014).

The current average quit rates for the North American Quit Consortium is 4% and Quitline New Zealand is 12%.

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