Quitters Unite


Smoking and tobacco use is identified as one of the key healthcare issues facing the government today. Government organizations have been trying to persuade young adult smokers to quit, often through the use of scare tactic campaigns. It was our challenge to develop a communications plan that would stay away from scare tactics and speak to the power of human support to make a change. We achieved this by working with the students themselves to come to a creative platform.

We used a combination of traditional and non-traditional tactics to drive the target to an online community. A community made up of young people with a similar goal, to quit smoking. The success of the campaign has led to the Ministry of Health considering a subsequent follow-up campaign, as well as the Interior Health Authority extending its use.