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.