Ministry of Health Promotion - 'Stupid' Anti-Tobacco

Getting through to young smokers is difficult: most particularly, getting the right message in the right place to appeal to the relevant audience is very complicated.
Agency: Bensimon-Byrne

Ministry of Health Promotion – “Stupid” Anti-Tobacco

Winner: Government & Advocacy - GoldBest Integrated Campaign - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):  November 26, 2004–May 15, 2006

Start of Advertising/Communication Effort: November 26, 2004

Base Period for Comparison: Historical data

Here's a newsflash: a lot of kids smoke. They know they shouldn't but they do anyway. So the objective of this campaign, to reduce smoking uptake among 12 to 15-year-olds, was pretty ambitious.

Of course, getting through to kids is never easy. So how did we do? Perhaps most importantly, Statistics Canada reported smoking prevalence...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands