Québec Tobacco-Free Week 2021
Client: Québec Tobacco-Free Week
Advertising
Gov./Asso.
The 44th edition of Québec Tobacco-Free Week, coordinated by the Conseil québécois sur le tabac et la santé and developed in partnership with our agency, aims to encourage Quebec’s adult population to take concrete steps to help cut down on smoking. This year, the campaign will highlight the little-known consequences of the five types of digestive cancers caused by tobacco on the lives of smokers and their loved ones.
To reach a wider cohort of smokers, Tobacco-Free Week has chosen to adopt a more youthful tone this year. While the message remains simple and powerful, even provocative, we wanted to target the 35-year-old adult and make them understand that smoking will have an impact on their life now and for a long time to come.
These ads echo the images found on cigarette packages and show the physical consequences of smoking. They’ve already left their mark on the imagination and, in their current form, have the potential to leave their mark on an entire generation, in addition to reinforcing an already impactful message.
