I QUIT NOW (Bye Bye 2023)

Context

"With I QUIT NOW, it’s easier to keep your resolutions," declare the services of the same name, the official sponsor of Quebec's biggest televised event: the Bye Bye. 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 advertising agency Macadam, the public relations agency Public SC, and the media team Jungle, the campaign highlights the effectiveness of the I QUIT NOW services.

The Bye Bye, a perfect opportunity to start the year off right
With the new year comes resolutions, including the one for many smokers to quit smoking. The association of I QUIT NOW services with the Bye Bye was a perfect opportunity to encourage them to make the decision to quit smoking by reminding them that with I QUIT NOW, it’s easier to keep their resolutions.

"It’s a great pride for I QUIT NOW services to sponsor the Bye Bye, to remind smokers that it’s possible to quit smoking by taking advantage of I QUIT NOW to do so. Making a resolution is already a first step on the path to victory against tobacco!" says Annie Papageorgiou, General Manager of the Quebec Council on Tobacco and Health.

"The opportunity to reach nearly 5 million people at the same time is a great privilege," continues Benoît Beauchemin, partner, advisory service at Macadam. "A campaign that starts at the same time as the new year when people are making resolutions is the perfect time to talk about 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.

"For us, it wasn’t the time to play against the current vibe. We wanted to remain in the tone of the evening with a playful and positive message," continues Benoît Beauchemin.

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.

In addition to the advertising campaign on television, in previews, on the web, on social networks, and in print, the agencies also ensured the outreach of the initiative in public relations to encourage Quebecers to learn about and quit smoking by taking advantage of the I QUIT NOW services.