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

This case study describes a campaign by Canadian government organisation Ministry of Health and Long-Term Care in Ontario, which wanted to communicate the problem of 'social smoking' to 18-29 year-olds.

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

Agency: BBDO TorontoAdvertiser: Ministry of Health and Long-term CareBrand: Anti-social SmokingCountry: 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...

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