Alberta Health Services: Tobacco Cessation - Keep trying

This case study shows how a new campaign helped Alberta Health Services (AHS) target 25 to 40-year-old women by encouraging current smokers in this demographic to make a new attempt at quitting, this time with the support of AlbertaQuits.

Alberta Health Services: Tobacco Cessation - Keep trying

DDB Canada

Situation analysis

Overall assessment

Historically, Alberta has maintained a smoking rate higher than the national average. The 2008 Alberta Tobacco Reduction Strategy identified a goal to reduce the smoking rate for Albertans age 15+ from 21% to 12% by 2012. As of 2011, the actual smoking rate for this demographic in Alberta was still 17.7%.

One of the challenges that we recognized at the start of this process is that for every 1% reduction in smoking rates achieved, the next 1% becomes that much more difficult to attain. As we...

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