Break It Off
Canadian Cancer Society
The Canadian Cancer Society wanted to help young people quit smoking but found that its current messaging wasn’t resonating with their target. So we created Break It Off, an integrated platform that gave young people the tools they needed to quit smoking in a way they could better identify with.
The platform included The World’s Biggest Break-up With Smoking, a YouTube initiative that let people create and share their own smoking break-up videos, a website which housed a comprehensive list of smoking break-up methods, and a mobile app that gave them the tools to overcome their triggers as they happened.