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...