Quebec Student Sport Federation begins anti-smoking campaign
The Quebec Student Sport Federation has begun an awareness campaign called "Smoking is Gross" intended to discourage young teenagers from smoking. This is the second year for the campaign, which was developed by K72 of Montreal. The effort is aimed at children between the ages of 11 and 15. It focuses on the health risks associated with smoking through a series of 15-second videos. The creative depicts a boy who says he would rather "eat worms" or "cut gross nails" than smoke. The campaign includes television, cinema and online advertising, as well as social media messages. These will be accompanied by posters in high schools, theatres and health and social services centres.
"The thought of a 13-year-old smoking just isn't right," said Simon Beaudry, creative director at K72. "We're striving to make sure they never start. The campaign induces feelings of disgust that we're associating with cigarettes, so that kids will be repulsed by the thought of smoking."