I Quit Now – Bye Bye 2023 Special

I QUIT NOW joined the New Year celebrations to encourage smokers to make the decision to quit smoking in 2024. Coordinated by the Quebec Council on Tobacco and Health (CQTS) and developed in partnership with the public relations agency Public SC, and the media team Jungle, the campaign highlights the effectiveness of the I QUIT NOW services.

A playful and positive concept that plays with the codes of resolutions

The choice of the advertising concept is based on two objectives. On one hand, the need to fit into the festive side of the Bye Bye with a playful and positive message. On the other, to ensure that the tone of the advertisement is non-judgmental so that it is well received by the target audience, with the ambition of initiating a decision-making process.

Playing with the codes of resolutions, “This year I quit” features Jeanne over the years and her missed resolutions to quit smoking, until the 2023 celebration and her surprise success, thanks to the I QUIT NOW services. To ensure the relevance and effectiveness of the concept among the target audience, focus groups were conducted with smokers.