Introduction
Health Canada (HC) has a requirement to develop, implement, manage, create awareness of, and report on a national experiential marketing events program in support of the Break It Off/Je te laisse tobacco cessation campaign targeted at Canadian young adult smokers aged 20-24 (target audience).
Objectives
To engage young adult smokers in conversations about quitting smoking and staying smoke-free.
Background Information
The Canadian Cancer Society (CCS) originally launched the Break It Off tobacco cessation campaign targeted to young adults aged 20-29, in January 2012. The 11-week, English-only campaign was originally funded by HC and launched across six provinces.
In February 2013, HC and the CCS signed a collaborative agreement to expand Break It Off. The new, bilingual campaign re-launched nationwide in January 2014 and continues to focus on employing innovative and relevant digital engagement tactics supported by an experiential marketing events program to effectively reach young adult smokers aged 20-24 across Canada. The campaign aims to increase conversations that will aid in quit attempts and increase the number of smokers accessing the Break It Off campaign’s resources.
The main Break It Off campaign resources are the website (www.breakitoff.ca / www.jetelaisse.ca) and the mobile app (download can be found at: http://breakitoff.ca/stay-split-up/break-it-off-mobile/ or http://jetelaisse.ca/reste-separe/application-mobile-…).
