Tobacco affects your loved ones too

With over 1.3 million smokers in Quebec and thousands of deaths attributed to tobacco every year, the fight against this public health epidemic remains essential. For the 2025 edition, the 48th Week for a Tobacco-Free Quebec relies on the expertise of our creative agency, of media agency Jungle, and of PR firm Public SC to deliver a powerful and mobilizing message. This initiative by the Quebec Council on Tobacco and Health (QCTH) aims to raise awareness among Quebecers about the harmful effects of smoking and encourage them to take action.

A Deeply Human Creative Concept

The cornerstone of this campaign is a 30-second advertisement that stands out for its shocking tone and emotional power. It highlights how smoking can disrupt the family balance in an instant.

“At the heart of this campaign is an idea that both resonates and moves: witnessing a loved one severely affected by a smoking-related illness. We wanted to go beyond statistics to tell a story that emotionally connects with the audience. Every frame was designed to provoke an immediate and lasting reaction,” explains Stéphane Jean, Designer and Creative Director at Macadam.

Smoking Doubles the Risk of Stroke

“This year, the campaign also focuses on diseases linked to smoking, particularly strokes. It reminds us that smoking doubles the risk of stroke or heart attack—conditions that strike without warning and can lead to fatal consequences,” adds Benoît Beauchemin, Principal Partner at Macadam.

A Strategic Distribution Plan for Maximum Impact

To ensure this message reaches as many Quebecers as possible, the Week for a Tobacco-Free Quebec will air during prime-time television and across digital platforms where its target audience is active. Exclusive content will also be shared on Québec sans tabac’s social media channels, including Facebook and Instagram.

The 2025 Week for a Tobacco-Free Quebec sheds light on the dangers of smoking while offering hope to those ready to make a change. Through this campaign, the CQTS and its partners unite to advance the cause and inspire a healthier Quebec.