HEART AND STROKE FOUNDATION OF ONTARIO BREAKS $3.2 MILLION AD CAMPAIGN
By Adnews Staff
The Heart and Stroke Foundation of Ontario has launched a new anti-tobacco advertising campaign that looks at burdens which tobacco use imposes on people other than a smoker. The 16-week campaign, running province-wide, includes television, radio and print executions in both English and French. The campaign is part of the Ontario Tobacco Strategy's anti-tobacco initiatives for the province of Ontario. The ads do not focus on smokers themselves so much as those around a smoker. The goal of the campaign is to break the belief that tobacco use is acceptable. One spot features a six-year-old boy telling the camera how he misses his father who died from lung cancer. Another features a pensioner who lost his wife from second-hand smoke. The television spots, which were adapted from previous ad campaigns in the U.S., use the tagline "Tobacco: The Truth Hurts." The print and radio ads were created specifically for the Canadian market. Toronto-based Garneau Wurstlin Philip, Brand Engineering handled both the adaptation of the television ads and the creation of the print and radio ads.