2017 Summit Marketing Effectiveness Award – Silver – Public Service/Advocacy Campaign – Pass on Something Better
In 2015 we were awarded the GN’s Tobacco Reduction Project Phase 5 to develop a campaign to promote awareness of and compliance with smoking 3 and 15 metres away from public and school buildings and a campaign to discourage adults from giving tobacco products to minors. As background research to the two campaigns, we met with community members in four communities in the territory to learn more about community perspectives on these issues.
The 3 and 15 metre rule campaign – Speak Up About Second-Hand Smoke – was launched in 2016 and included a variety of print and electronic materials, including a 30-second animated video. The campaign was designed with culturally relevant visuals and messages and most materials were available in English, Inuktitut, French and Inuinnaqtun.
Pass on something better by not giving tobacco to kids encouraged adults to pass on Inuit cultural attributes instead of tobacco. Launched in 2017, the campaign was built on culturally relevant visuals and messages in the print and electronic materials as well as a 30-second video shot on location in Iqaluit with local talent and suppliers.