Toxic Stew
Eye-catching graphics and concise facts about the cancer-causing chemicals found in second-hand smoke made this first of three Tobacco campaigns a real media winner for Aboriginal broadcast and print media.
Strategy:The rate of smoking among Aboriginal people greatly exceeds other cigarette consumer groups. The challenge here was to launch a comprehensive, multi-facetted campaign to increase awareness and knowledge about the serious health risks associated with smoking and specifically the chemicals found in second-hand smoke and to respect the traditional use of tobacco among certain Aboriginal cultures.
Solutions:
Create an impactful media relations campaign – grab attention, provide media enough information about the cancer-causing chemicals in cigarette smoke and appeal to people’s emotions and instincts to protect their communities.
Project products included media kits, information pamphlets, posters, Q & A’s, chatter sheets and editorials.
Collateral Materials
