Campaign details

Agency: BBDO Canada
Advertiser: Ministry of Health and Long-Term Care
Category: Pivotal Insight

Section I — Case Parameters

Business Results Period (Consecutive Months): February 20th – June 9th 2017
Start of Advertising/Communication Effort: February 20th 2017
Base Period as a Benchmark: N/A
Geographic Area: Ontario, Canada
Budget for this effort: $500,000 – $1 million

Section IA — CASE OVERVIEW

Why should this case win in the category (ies) you have entered?

To incentivize smokers to make quit attempts, we set out to transform their initial feelings on failure as a drain on motivation to being an inevitable part of the success story. This strategy resulted in more smokers seriously considering quitting as measured by behavioural change responses that exceeded our benchmark for every execution.