The challenge to stop people smoking continues, especially among young people.  

With the dangers to physical health well publicised, and to often ignored by young smokers, Publicis Montréal and the RSEQ (Réseau du sport étudiant du Québec) have turned people’s attention to a lesser known danger of nicotene consumption – mental health issues – in this year’s campaign.

Tobacco consumption has been shown to have a negative impact on mental health. According to recent studies, 62% of children aged 7 to 12 feel that mental health concerns should attract more attention from schools than physical health.

“Based on these alarming statistics, we had to do something about mental health. The idea for ‘Outsmart the Pack Trap’ came to mind because we found the wordplay to be evocative for young people,” stated Mélissa Charland, creative director at Publicis Montréal. 

“We know now that more young people are facing mental health challenges than ever before, but few know that smoking can aggravate these problems or even trigger new ones. We thought it would be interesting to emphasize that aspect,” added Stéphane Boudreau, RSEQ assistant general manager.

The campaign leads with social media executions, billboards and TVCs across Québec.

It will also live as an educational card game. Designed to be both entertaining and instructive, the game enables young people to better understand the dangers of smoking on mental health and reflect upon different strategies to avoid falling into the cigarette trap, all in a fun, non-judgmental way.

Credits
Advertiser: RSEQ (Stéphane Boudreau, Karina Jaramillo-Mesa et Maude Ruel-Tremblay)
Agency: Publicis Canada
Animation: Gimmick Studio
Illustration: Myriam Wares
Sound: Le Pub