Quebec Tobacco-Free Week 2023

Client: Quebec Tobacco-Free Week

Advertising

B2C

Gov./Asso.

The 46th edition of Quebec Tobacco-Free Week, under the coordination of the Conseil québécois sur le tabac et la santé (CQTS) and developed in partnership with public relations agency Public SC and media agency Jungle, aims to encourage Quebec’s adult population to take concrete action to reduce tobacco use.

A campaign that immerses the viewer in the experiences of individuals whose daily lives are impacted by smoking

The health effects of smoking are more than ever impossible to ignore and warrant our attention. This is why the CQTS and its partner agencies chose a bold advertising platform to highlight the fact that, in spite of themselves, smokers have struck a bad deal with cigarettes. The signature ad It’s never too late to quit smoking (Il n’est jamais trop tard pour arrêter de fumer), presented by spokesperson Patrice Godin, reminds everyone that no matter the timing, it’s possible to break free from tobacco addiction.

Just like last year, the advertising platform highlights the extensive list of harmful effects smoking has on the health of Quebecers. While cigarettes may sometimes seem appealing, our goal with this hard-hitting message was to show that people who smoke eventually come to realize it’s quite the opposite.

Benoît Beauchemin

Senior Partner