Lables
Health Canada’s health warning labels on cigarette packages are world-renowned. What happens when these labels start appearing where you least expect them? People begin to see the invisible danger in second-hand smoke.
Strategy:
Following the Media Relations (Toxic Stew) and Grassroots (Doctors) phases of the Tobacco Control Strategy mass media initiative, Spirit Creative implemented an integrated television, radio and print campaign – nationally, through Aboriginal-specific and non-Aboriginal media. The ads were created to be emotive, to show the dangers of second-hand smoke, and to appeal to smokers to adopt less harmful-to-others behaviours.
Solution:
Visually creative and unique approaches in the development of the television and print ads gained attention and intrigue from the reading and viewing audiences. Sixty- and thirty-second television and radio ads that ran on relatively high frequencies created a solid foundation for the more info-laden full-page print ads.
Television
Spot 1 – Personal
Radio
Print
