Don't start smoking

Agency Network: 
May 2021
RSEQ: Don't start smoking
RSEQ Film Ad - Don't start smoking


The smoking prevention campaign was produced for the Réseau du sport étudiant du Québec. The media campaign aimed to convince kids 11 to 15 years old to not smoke. The project revealed the harmful effects and awakened a critical sense when dealing with tobacco products in an effort to transform a social norm.

The best way to not smoke is to never start.

In focus groups, young people told us that they want to be exposed to the real consequences in order to make up their own minds. It was on that premise that we decided to give the campaign a very direct tone.

Film advertisement created by Hoffman, Canada for RSEQ, within the category: Public Interest, NGO.

Advertising Agency: Hoffman, Montreal, Canada
Creative Director: Patrick Béland
Copywriter: Étienne Bastien
Art Director: Thomas Li Vigni
Production: One Chuck Production
Producer: Marie-Luce Lessard
Director: Charles Sama
Director Of Photography: Charles Trinque
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