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Health groups begin Smoke Free Curious campaign

A group of non-profit health organizations has begun a new national advertising campaign that encourages consumers to quit or reduce smoking. The campaign, called "Smoke Free Curious," was developed by Art & Science. It focuses on how reducing smoking can lead to more energy, more free time, freedom from cravings and a healthier lifestyle. French language adaptation was handled by Headspace Marketing.

The initiative consists of three online videos, a website at <>, a contest component and a collection of supporting materials including free nicotine reduction products for consumers who register at the website. The campaign will also make use of digital screens in convenience stores nationally, connected television streaming services, social media content, mobile advertising and a live chat service intended to provide support for smokers attempting to quit. The campaign will run until March. Participating organizations include Health Canada's Substance Use and Addictions Program, the Canadian Cancer Society, the Canadian Lung Association, the Canadian Public Health Association and Heart & Stroke.

"Smokers have a higher risk of developing at least 16 different types of cancer and, unless they quit, most will die about 10 years earlier than someone who has never smoked," said Andrea Seale, CEO of the Canadian Cancer Society. "Living smoke-free is one of the best things you can do to reduce your cancer risk. But we know how difficult it can be to stop smoking and how difficult it can be to do it alone. Our support programs have a proven track record and we are excited to share 'Smoke Free Curious' to help live healthier lives."

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