Challenge: Create cigarette packaging warning labels and an advertising campaign to help Canadians quit smoking. (Created in partnership with Focus Strategies.)
Our Thinking: These labels couldn’t be beautiful. Instead, they had to immediately communicate smoking’s plethora of dangers in a visceral, direct way. By using often-shocking images, hard-hitting copy and a stark presentation, the labels generated maximum impact and clearly communicated vital anti-smoking messages.
Results: Research indicates the labeling strategy has far exceeded expectations. Tobacco product sales dropped 14 per cent within the label’s first year. Among people who attempted to quit, 38 percent indicated the labels were an influence in their decision.
