Quebec Tobacco-Free Week 2024
Client: Quebec Tobacco-Free Week
Advertising
B2C
Gov./Asso.
The 47th edition of the Quebec Tobacco-Free Week 2024, coordinated by the Quebec Council on Tobacco and Health and developed in partnership with the public relations agency Public SC, and the media team at Jungle, highlights the devastating consequences of smoking on the daily lives of smokers through a realistic and moving advertisement.
A campaign that immerses the viewer in the experiences of people whose daily lives are affected by smoking
The advertising campaign for the Week is intended to be emotional and realistic, telling the stories and accounts of people whose daily lives are affected by tobacco. The viewer follows a mother who struggles to keep up with her children because of her asthma, a worried father who finds a pack of cigarettes in his teenager’s room, or a loved one who has left us too soon.
The emotional aspect is reinforced by the background sound of the song “Si fragile” by Luc De Larochellière.
Starting to smoke cigarettes was probably one of the worst ideas of my life, and managing to quit one of my greatest victories. The cigarette is too short a fuse for such a fragile life.
The numbers speak for themselves
01.
13 000
The number of people who die each year due to tobacco.
02.
16
The number of cancers that can be triggered by tobacco.
03.
975 900
The number of Quebecers who are still addicted to nicotine
