Smoking Cessation

Quit The Denial

"Social Smoking" is smoking. Hiding behind a glamorous label doesn't change the fact that the majority of social smokers will become regular, addicted smokers.

With a clear business goal to make Ontario the province with the lowest smoking rate in Canada, our team’s analysis revealed that a previous fragmented approach to social marketing activities resulted in few results and little impact. We asked ourselves how to maximize impact and build a communications program that aligns all the stakeholders under a common goal/objective? How do we ensure an evidence based approach that is measurable to know we’ve succeeded?

By driving the strategic planning process fueled by research, I ensured that the work that our creative partners brought forward was on strategy.  We launched a social marketing program meant to engage social smokers 18 -29 and support them in quitting smoking with tools and tips.

“Yvette provided outstanding leadership on all of the ministry's public education campaigns. Yvette demonstrated great strategic thinking along with an ability to manage the complex decision making process of the public sector to achieve key health care goals.” Kevin Finnerty, Assistant Deputy Minister, Ontario.

In a matter of 2 weeks, the campaign got international coverage.  We started a meaningful conversation about the health risks of social smoking. CNN’s Erin Burnett said on television that this was the BEST public service ad ever! It has been viewed million times.

The campaign won a Cannes Lion and the Gold CMA Award for an Integrated Campaign.