Ontario Ministry of Health and Long-Term Care: Social smoking campaign

Agency: BBDO Toronto
Advertiser: Ministry of Health and Long-term Care
Brand: Anti-social Smoking
Country: Canada

Objectives

Tobacco is the leading cause of preventable disease and premature death in Ontario. It kills 13,000 people a year – three times the combined deaths caused by alcohol, drugs, suicide, homicide, car crashes, and AIDS. Tax payers also suffer from the side effects of smoking: tobacco-related diseases cost the Ontario economy at least $1.93 billion in health care dollars annually, resulting in more than $5.8 billion in productivity losses. The smoking rate within Ontario is an unacceptable 19.4%1

As part of the Ontario Ministry of Health's 5-year Action Plan, the province has set a goal to reduce smoking among Ontarians from 19.4% to 15.7% – a very ambitious plan when dealing with addiction.