the 46e edition of the Week for a tobacco-free Quebeccoordinated by the Quebec Council on Tobacco and Health (CQTS) and developed in partnership with Macadam, Public SC et Jungleaims to encourage the adult population of Quebec to take concrete action to help reduce smoking.
“More than ever, the harmful effects of smoking on health are impossible to ignore and deserve attention. This is why the CQTS and its partner agencies have opted for a bold platform to highlight that despite themselves, people who smoke have signed a bad agreement with cigarettes, declares Annie PapageorgiouManaging Director of Quebec Council on Tobacco and Health. The signature It’s never too late to quit smokingpresented by the spokesperson Patrice Godin, reminds us that at any time, it is possible to break free from tobacco addiction.”
“Just like last year, the platform highlights the very long list of harmful effects of smoking on the health of Quebecers, comments Benoit BeaucheminPartner, Consulting Services at Macadam. Cigarettes can sometimes seem attractive, but our intention with this shock message was that people who smoke themselves come to the conclusion that it is quite the opposite. Remember that every year, nearly 13,000 people die in Quebec of diseases caused by smoking.
In addition to the campaign on television, in preview, on the web and on social networks, the agencies also ensured the influence of the initiative in public relations in order to encourage Quebecers to get informed, open the discussion with those around them and to quit smoking by using the services I STOP.
Credits:
Client: Quebec Council on Tobacco and Health – Annie Papageorgiou, Isabelle Mailhiot, Amélie Desroches, Élisa Sabatié and Annabelle Prévost
archyde news agency: Macadam
Public relations: Public SC
Strategy and media placement: Jungle
Produced by: Kazak images