Ministry of Health and Long-Term Care

BBDO Toronto *Lead Agency

Peter Ignazi - SVP, Executive Creative Director
Carlos Moreno - SVP, Executive Creative Director
Nancy Crimi-Lamanna - VP, Assoc. Creative Director, Writer
Paul Forrest - Acct. Director
Peter Hickey - VP, Group Acct. Director
Tony Lee - Writer
Kerri Macaulay - Acct. Director
Deborah Prenger - VP, Assoc. Creative Director, Art Director
Dena Thompson - Agency Producer

Proximity Canada *Lead Agency

Dave Stevenson - VP, Assoc. Creative Director

Ontario wants to save lives by getting social smokers to quit before they get addicted. Makes sense as over 60% of social smokers eventually become smokers. Strangely, no anti-smoking campaign had ever tackled this key intervention moment. There was just one problem. How do you convince someone to stop doing something they won't admit they're even doing? After all, they weren't smoking. They were social smoking. Our campaign took away their social safe place by using analogies to show how ridiculous using social to justify smoking really was.