Key takeaways
- Format: Headline over neutral object photo, story layout
- Best for: Inclusive or demographic-specific clinical trial recruitment
- Hook: REMOTE and PAID headline plus an explicit call for people of color
- Reuse it: Keep the headline template and swap in a neutral image tied to the behaviour
Available sizes
What is a product shot ad?
A product shot ad puts the product itself at the centre of the frame, usually on a clean or styled background with little text. It works best when the packaging or product is distinctive enough to stop the scroll and the viewer already understands what it does.
See all product shot ads →Why this product shot ad works
- 01
Explicit inclusion
Naming people of color tells under-represented smokers the study genuinely wants them.
- 02
No stereotyped model
A pile of butts avoids casting a single face to represent a diverse group.
- 03
Habit made visible
Dozens of butts visualise the cumulative toll of daily smoking, prompting reflection.
- 04
Low-friction offer
Remote and paid remove travel and cost barriers that often limit research participation.
Full creative breakdown
Who this ad targets
This ad targets adults aged 21 and over across the United States who identify as people of color, smoke cigarettes daily and are interested in quitting. Remote participation enables national reach, and the paid element appeals to people balancing work and family. Ad platforms do not allow targeting by race or ethnicity, so the copy itself signals who is eligible, while targeting stays broad by age and location, potentially weighted to diverse metro areas.
Copywriting analysis
The copy mirrors the male-focused variant, swapping only the demographic phrase, which makes this a clean audience test. Naming people of color directly is unusual in advertising and signals intentional inclusion, an important trust factor given historical mistrust of medical research in some communities. The repeated interested in phrasing is clunky and could be tightened. A line explaining why diverse participation matters would strengthen motivation. As with the sibling ad, unmerged IRB placeholders should be fixed before launch, as they visibly weaken credibility.
Visual design
The top-heavy text block sits on white with navy serif type, conveying academic authority. The photo below is busy and gritty, full of texture and muted earth tones, contrasting strongly with the clean headline area. The absence of a person keeps the focus on the behaviour rather than identity. The small footer logo maintains institutional branding without competing with the message.
How to adapt this template for your brand
- Reuse your proven headline template so only the audience line changes.
- Name the community you want to include clearly and respectfully in the body copy.
- Choose a neutral image of the behaviour or setting instead of casting a single model.
- Add a short line on why inclusive participation matters to build trust.
- Confirm IRB fields are filled and wording matches approved materials.
Tips for smoking cessation ads on Meta
On Meta, you cannot target by race or ethnicity, so keep targeting broad by age and location and let the copy self-select. Be aware that ads naming personal characteristics may face review; phrase primary text inclusively rather than as an assertion about the viewer. Run in Stories and Reels with a Learn More CTA. Partnering with community organisations and running organic posts alongside paid ads can increase trust and enrolment.
About this creative
This vertical story ad uses the same template as MUSC's male-focused variant. A white upper section carries a large navy, all-caps serif headline announcing a Remote Smoking Cessation Paid Research Study. Centred black body text states the study is looking for people of color aged 21 and over who smoke daily, want to quit and want to participate in research. Instead of a model, the lower half shows a dense pile of stubbed-out cigarette butts with various filter colours scattered on a bed of grey ash. The image communicates the volume and mess of a smoking habit without portraying any individual, which avoids stereotyping a specific group. A small MUSC logo and IRB fields sit in the footer, again showing unmerged placeholders «ID» and «ApprovalDate». The ad reflects a deliberate effort to diversify research participation, since communities of colour are often under-represented in clinical trials.
Meta ad · 338 × 600 · Smoking Cessation
Remote Paid Smoking Study Ad: Inclusive Recruitment Example
This vertical MUSC ad recruits people of color aged 21 and over who smoke daily for a remote, paid smoking cessation study. It reuses MUSC's serif headline template with a photo of piled cigarette butts instead of a person. Use it as a template for inclusive, demographic-specific clinical trial recruitment.
Added
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Details
Ad copy
Primary text
Research works best when it includes everyone. MUSC is looking for people of color ages 21+ who smoke cigarettes daily and want to quit to join a remote, paid smoking cessation research study. Take part from home and see if you're eligible.
Description
For people of color 21+ who smoke daily.
On-image text
REMOTE SMOKING CESSATION PAID RESEARCH STUDY | We are looking for people of color ages 21+ who smoke cigarettes daily, are interested in quitting, and are interested in participating in a research study. | MUSC Medical University of South Carolina | IRB Number: «ID» | Date Approved: «ApprovalDate»
Headline ideas for this template
- 1Help Make Quit-Smoking Research Work for Everyone
- 2Remote, Paid Study for Smokers of Color
- 3Join a Quit-Smoking Study From Home
- 4Your Experience Matters in Smoking Research
- 5Get Paid to Help Research a Better Way to Quit
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.
