Alberta Quits 

AlbertaQuits was created to support Albertans wanting to quit or reduce their tobacco use.

Studies have found men use the web for health information and make more quit attempts than women, but the AlbertaQuits user demographics did not reflect this. Argyle saw an opportunity to better reach this population and help them either reduce or quit tobacco through AlbertaQuits support services.

Our goal was to develop a unique and high-quality men-focused campaign that takes a strengths-based approach, builds on positivity, humour, key motivations, and is action-oriented to encourage men in Alberta to quit tobacco.

We wanted to talk to men (both straight and gay) about the risks of smoking and what it can do to your body. We wanted something humorous while also showcasing serious health facts. For each creative execution, we compared the odds of something ridiculous and funny to a more serious odd of either dying or having serious health issues as a result of smoking. It meshes absurdity with reality to make a point, using familiar language versus the usual 'government health speak' such programs often apply.

It was paramount that this campaign creative be unique in the Canadian health message landscape. The headline copy is a bit longer to distinguish it from other campaigns and suited the copy direction. The look and feel were a collage multimedia style that was not typical of health advertising in Canada.

The campaign was a success, achieving nearly 1 million impressions, an above average click-through rate and 3,650 clicks; the campaign's unique and funny creative successfully captured our audiences’ attention.