Ontario Lung Association begins Toker campaign
The Ontario Lung Association has begun a new campaign called “The Toker” which addresses the impact of cannabis smoking on the lungs. The campaign, developed by Edelman, is aimed primarily at consumers under the age of 25. It features a comic book-style superhero character who will appear in a series of online videos intended to raise awareness of the lung health risks associated with cannabis smoking. The animation work was handled by Smiley Guy Studios. The campaign also includes a website at <http://www.thetokeronline.ca>.
“In a lighthearted way, the Toker highlights the impact that smoking cannabis can have on one’s lungs, as many people aren’t aware that it contains many of the same toxic ingredients as tobacco smoke like tar, ammonia and hydrogen cyanide,” said George Habib, president and CEO of the Ontario Lung Association. “The goal of this national education effort is to protect the health and safety of young Canadians by giving them the knowledge they need to make informed choices.”