Key takeaways
- Format: Text-led question hook on a moody photo background
- Best for: Clinical trials recruiting people with two overlapping conditions
- Hook: Do you have diabetes AND smoke cigarettes? – a yes-or-no self-screen
- Reuse it: Replace the two criteria and incentive, keep the question, If YES line and contact block
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Self-screening question
Combining two criteria in one yes-or-no question instantly filters the right audience.
- 02
Everyone gets something
Promising cessation support to all participants reduces fear of ending up in a placebo group with no benefit.
- 03
High-interest drug mention
Naming semaglutide taps into strong public curiosity and makes the study feel cutting edge.
- 04
Atmospheric background
The smoke texture reinforces the topic without needing an explicit cigarette image.
Full creative breakdown
Who this ad targets
This ad targets adults in the Ottawa region and wider Ontario who smoke cigarettes and live with type 2 or type 1 diabetes. These viewers face elevated cardiovascular risk, matching the Heart Institute's focus. It will also appeal to people curious about semaglutide and its effects beyond weight loss. Because platforms restrict health-condition targeting, the ad likely uses location and age targeting and relies on the question to attract only eligible people.
Copywriting analysis
The copy follows a classic recruitment structure: qualify, promise, incentivise, act. The question uses capitalised AND to stress that both conditions are required, reducing unqualified enquiries. If YES creates a conversational answer-and-reward rhythm. The incentive section balances certainty, all participants receive support, with intrigue, some may receive semaglutide. Offering both a click and an email address suits older audiences. The regulatory footer adds credibility but crowds the bottom. On Meta, a question asserting a personal health condition may conflict with personal attributes rules, so primary text should be phrased more neutrally.
Visual design
A dark, smoky photo creates a serious tone and high contrast for white text. Text is centred and broken into four clear blocks with generous spacing, each in a different weight or style: bold underlined, bold, italic and regular. The white logo band at the top separates institutional identity from the message. Small grey legal text at the bottom is visually de-emphasised but still legible.
How to adapt this template for your brand
- Pick a subtle, topic-related texture or photo and darken it for text contrast.
- Write a yes-or-no question combining your key eligibility criteria and emphasise the joining word.
- Add a short If YES line promising possible eligibility.
- State what every participant receives and any notable treatment in an italic block.
- Close with two contact options and your required protocol and version text.
Tips for smoking cessation ads on Meta
Run this in Meta Stories and Reels. Meta's personal attributes policy discourages copy that implies knowledge of a viewer's health, so test a Facebook-safe primary text like Research study for adults with diabetes who smoke while keeping the image question. Target Ottawa by radius and age. Ensure all wording matches the ethics-approved version and keep the protocol number visible. A lead form with screening questions can reduce email friction.
About this creative
This vertical recruitment ad from the University of Ottawa Heart Institute sits on a near-black background filled with soft blue-grey wisps of cigarette smoke. A white header band at the top holds the institute's red heart logo and bilingual English and French name. The main hook is a bold, underlined white question asking whether the viewer has diabetes and smokes cigarettes, with AND emphasised in capitals. Directly beneath, a confident line promises that if the answer is yes, they may be eligible for the research study. An italic middle section adds the key incentive: every participant receives smoking cessation support, and some may also receive semaglutide, a high-interest medication. The lower section gives two response paths, clicking the ad or emailing a lab address. Small regulatory text at the bottom lists a protocol number, version date and an email security notice. The design is plain and text-heavy, prioritising clarity and ethics compliance over visual flair.
Meta ad · 338 × 600 · Smoking Cessation
Diabetes and Smoking Research Study Ad: Question Hook
This vertical University of Ottawa Heart Institute ad recruits people with diabetes who smoke for a research study offering cessation support and possible semaglutide. It is text-led on a dark smoke background, opening with a direct yes-or-no question. Use it as a template for clinical trial recruitment with two eligibility criteria.
Added
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Details
Ad copy
Primary text
Do you have diabetes and smoke cigarettes? The University of Ottawa Heart Institute is recruiting for a research study. All participants receive smoking cessation support, and some may also receive semaglutide. Click to learn more or email mirlab@ottawaheart.ca.
Description
Free smoking cessation support for all participants.
On-image text
UNIVERSITY OF OTTAWA HEART INSTITUTE | INSTITUT DE CARDIOLOGIE DE L'UNIVERSITÉ D'OTTAWA | Do you have diabetes AND smoke cigarettes? | If YES, you may be eligible for our research study! | All participants will receive smoking cessation support. Some participants may also receive semaglutide | To learn more, click the ad or email us at mirlab@ottawaheart.ca | Protocol number 20250327-01H | Version: July 22, 2026 | Email is considered a non-secure form of communication as it may be accessed by unauthorized third parties.
Headline ideas for this template
- 1Diabetes and Smoking? Join Our Research Study
- 2Get Free Quit-Smoking Support in a Research Study
- 3Research Study for Smokers Living With Diabetes
- 4Some Participants May Receive Semaglutide
- 5Take a Step for Your Heart Health
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.
