Students in apprentice training centres and vocational education colleges are twice as likely to smoke (47%) than their counterparts in general and technological colleges (22%). So how do you motivate them to stop smoking? ici Barbès took up the challenge by creating the Tabado Games for the National Cancer Institute (INCa), which coordinates a school anti-smoking program, Tabado, in conjunction with stakeholders in local health promotion.
Tabado Games take the codes of the world of sport to offer students and teachers the opportunity to take part in a challenge between schools during the school year.
This year the aim of the National Cancer Institute and local health promotion actors is to motivate and support 140 schools, or more than 60,000 students, to quit smoking. Effective, free and motivational, the Tabado programme has already proved its worth, with the new structures resulting in twice as many people quitting.
Integrated advertisement created by ici Barbès, France for Institut National du Cancer, within the category: Public Interest, NGO.
Agency account manager: Sophie Barré, Marion Dahyot, Agathe Margelidon
Strategic planner: Eline Rannou
Creative director: Alexandre Drouillard
Art director: Timothée Bouquet, Loris Utard
Copywriter: Timothée Bouquet, Loris Utard
TV producer: Elisa Clavel, Karima Hassani
Production TV: HRCLS
Producer: Yann Dubois
Director: David Dang
Client account manager: Emmanuel Collin, Antoine Deutsch, Dimitri Tate, Helena Borges-Paninho, Sophie Rousseau