Ontario Ministry of Health and Long-Term Care: Quit the Denial
Paul Forrest
Campaign details
Brand owner: Government of OntarioAgency: BBDOBrand: Ontario Ministry of Health and Long-Term CareCountry: Canada
Executive summary
This case study shows how the government of Ontario, Canada, created their 'Quit the Denial' campaign in order to save as many lives as possible, and potentially over C$300m in healthcare money, by getting 'social smokers' to quit before they became addicted.
The campaign took these smokers out of their comfort zone by using humorous analogies to show how ridiculous their use of...