Revolve and DoctorsNS give people a reason to quit.
Each year complications caused by smoking lead to thousands of Canadians dying too young. It's a terrible problem that could easily be prevented by people not smoking. DoctorsNS approached Revolve to create an interesting billboard ad to promote National Non-smoking Week January 18-24. The result was a campaign that got noticed, raised awareness and challenged people to think about the results of smoking.
The insight for this campaign came from a routine yearly check-up. The doctor, after listening to the lungs of a heavy smoker, commented "Up to two packs/day now? Keep it up and you won't have to worry about getting old". The reality and mortality of this statement drove home the point that simply quitting would help lead to a longer, healthier life.
To get noticed by our target, smokers and friends/ family of smokers, we wanted to draw on something that would seem familiar. The billboard resembles a warning label found on all cigarette packages, using a similar image, font, type treatment and colours.
We are proud of the creative and the results it has helped achieve. The billboard was posted on Barrington Street from January 6-30.