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Great Reasons to Smoke
Smoking rates in Nova Scotia were among the highest in Canada – a call for action was required. Young Nova Scotians did not consider smoking an issue and the current messages were not increasing awareness of the dangers of smoking. Smoking cessation was a tired issue – stale health messages preaching the negative effects of smoking.
Research told us they needed negative role models they would never want to emulate.
We turned smoking cessation communications on its head by creating two anti-Marlboro men and by asking people to consider the poor justifications they used for continuing to smoke.
