Campaign details

Brand: Ontario Ministry of Health & Long Term Care
Advertiser: Ontario Ministry of Health & Long Term Care
Lead agency: BBDO Toronto

Effie awards category context

Smoking cessation programs in Canada span from scare tactics on packages to superficial "You Can Do It" campaigns, yet many adult smokers continue their habit, resistant to these messages. This case demonstrates how a completely original contrarian strategy was able to affect hardcore, habitual smokers. Research showed us that habitual smokers had tried to quit before and were embarrassed by their failure. Fear of failure was preventing the next quit attempt. Our strategy was to encourage failure as a noble and necessary step in the quitting process. This unexpected strategy resulted in behavioral change metrics that exceeded our benchmark for every execution. Our "embrace failure" strategy was a world's first.

State of the marketplace and brand's business